Being a lead generator puts pressure on me to deliver ready-to-buy leads. I am aware of this and do the best job possible with the tools and content that are given to me from clients.
Without content, your inbound lead volume will diminish, and that can be a really bad thing for your business. As the leader of your company or sales/marketing group, what is your strategy and what direction are you giving about content?
Writing isn’t easy for most, especially these days with distractions everywhere, i.e., texting, internet and Facebook/Twitter, all wreaking havoc on the art of communications.
But what about your passion? Customers and business people want to know what you represent from a social and business perspective. Do you know how many people are reading about you and searching for information about your business?
Tools like Owler and BDI are pushing information about your competition to readers, so it would be wise to think about putting content about your company on the internet. People still read interesting pieces of work and don’t forget that human interest stories are always a good way to go.
Sit back and assess yourself. What have you written lately? What could you write a few paragraphs about? Turn that over to your marketing and/or lead generation team for composition and finalization.
Lead generation managers can further develop your content and take the reins to encourage experts on the subject matter to help cultivate the story. That information can then be used in an email message to a prospect. If it is positioned properly in the letter, you will see who clicks on your links and reads the content. You can do so with email campaign tools.
Let’s be honest. 90% of the companies out there probably don’t want to be contacted by a vendor, describing their services but all of them know they need to be aware of the best products and services available to them.
I am a firm believer that many drugs do not make it through the pipeline successfully because early research tools are not explored thoroughly enough. Identifying the latest technologies is just one of the ways that researchers can improve their win-to-loss ratio. We, as marketers, must learn to use data visualization tools to tell the vendors stories better so more readers learn quickly and are informed.
CONTENT IS KING!