Understanding our customers and their needs is crucial for successful engagement with your market and capturing new business opportunities and revenue. An effective digital marketing strategy will utilise your data to comprehend and reach relevant customers. Keep reading to learn how to generate leads through content and email marketing.
What is lead generation?
Lead generation (sometimes called the missing link between marketing and sales) is the process of using inbound and outbound marketing techniques to generate leads and find potential customers. Using lead generation as part of your digital marketing strategy involves identifying, attracting, and transforming your online traffic into prospects. Typically, digital lead generation falls into two key categories. Inbound and Outbound.
Inbound digital lead generation methods often use online channels such as paid social media ads, email campaigns and pay-per-click Google ads, to generate enquiry from interested prospects. Outbound lead generation tactics put your business in front of decision makers who may not be actively searching for your services and products.
How to generate sales leads on LinkedIn
LinkedIn is a business social network for decision makers in all industries. With over 800 million users worldwide, LinkedIn attracts users who are looking for business-related content.
Successful B2B lead generation via LinkedIn can be achieved through several key recommendations and strategies, outlined below: generate sales leads on LinkedIn, use the following digital marketing strategy.
- Create LinkedIn personal profiles for your team
Setting up personal profiles on LinkedIn is an excellent way to create a network and share content. A LinkedIn profile can also help you build a personal brand.
- Create a LinkedIn page for your business
A company or business LinkedIn page enables you to share information about what your company does. Using this page you can distribute thought leadership content and interact with existing or potential clients and suppliers. People who follow your company profile will be alerted to any new content you share and be able to register for online or in person events as well as submit enquiry as to your products or services.
- Post valuable and relevant content
Regularly posting on your LinkedIn business page is an excellent way to help position your company as a relevant and credible business. When deciding what to post, ensure the content fits your ideal customer profile. If a connection “Likes” your content, it’s an opportunity to engage with them and identify if there is a business opportunity.
How to generate leads through content marketing
Creating engaging content is a skill and takes careful thought and time. You want to ensure it reaches the ideal audience. The following tips will put you on the path to successfully resonating and engaging with your target market.
Set your goals
Your goal in creating content is usually to generate brand awareness, present your company as a leader in your field and ultimately generate valuable business connections and sales opportunities. For example, setting a goal of generating 30% more leads over a certain timeframe can help you track, measure and work towards the goal.
Understand your audience
Content and LinkedIn posts should be crafted to resonate with your buyer personas. When planning your content, ask yourself the following:
- What challenges are your prospects typically facing?
- What information will they find valuable and can benefit from? What are the key/significant business benefits achieved by engaging with your company??
Find out which keywords to use
Ensuring your content reaches the correct decision makers in your market, is the only way to maximise your efforts and generate new leads. Keyword research tools, helps to identify the top keywords or search terms for a topic. Incorporating these keywords into your content can improve the reach of your content to your intended audience.
Email Outreach for Growth
In a world where email is a predominant medium for business communication, utilising this forum can be an effective way to connect with and engage with decision makers and generate leads. Accessing opt-in data can be challenging for many businesses, so outsourcing email strategies to a company that already has an accurate database of relevant decision makers and who can also distribute content on your behalf, can often save you considerable time and money. To maximise your email marketing efforts consider the following: To transform these leads into paying customers, you need to nurture them and create an offer that will interest them.
Tips for effective email marketing:
- Know your target audience
- Keep your emails clear and concise
- Present a compelling business benefit and differentiators
- Develop an email subject line that will capture attention
- Have a compelling call-to-action
- Automate your email marketing campaigns.
Talk to a consultant today
If you need help growing your business or improving your sales approach, reach out to us at +44 (0) 746 850 0063 or email leon@westernpartners.co.uk. Let’s have a chat and discuss how our services can speed up your business growth.