The art and science of B2B lead generation is like setting up an animal trap in the wilderness. Without the right strategy, equipment, and bait – the thing that would “attract” the animal being hunted – your trap may end up catching sorts of different animals that you didn’t intend to ensnare.
Therefore you need to understand a specific target to learn the things that could lure it towards your trap. Sure, there are tons of people who may show interest in working with your business, but the question is, are they even the right prospects to begin with?
It all comes down to tailor-fitting your brand with a particular niche or industry. To do this you need to first develop a Unique Value Proposition (UVP). It’s like your political slogan or your movie tagline. Big brands in the B2C sector invest a considerable sum of money and effort in coming up with a UVP that “sticks” in the minds of their target audience.
In B2B, a clear UVP can help distinguish real prospects from casual onlookers. You need to make known to the public what it is exactly that your business does, how you do it, and what your potential customers would benefit if they hire you. You could also include prominent clients you have helped in the past, or perhaps some of the milestones your business has reached.
Once that has been established, you may want to engage in marketing activities that “filter” prospects based on their interest. The Content Marketing Institute conducted a study this year and found out that 40% of companies that host webinars say attracting the right audience is their biggest problem. Why? Because webinars are public events – anyone can join them, and that decreases the chances of sorting out participants with real interests.
Instead, you should do it systematically; first, do your research. Learn about your target market, where they hang out on the web, which social media sites they use, and what challenges they might be going through this year. Then you could use this information in designing your site and creating your blog content.
When you’ve restructured your marketing strategy to cater only a specific area of interest, you will see a decline in responses from the entire industry – that’s normal. But at least what are left behind are prospects that really have the potential to extend a relationship beyond being mere business acquaintances.
It’s that or you go back to entertaining a truckload of unpromising pedestrians.
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