The content below is an excerpt of what you can find in our eBook titled “How to Put Your Prospecting on Autopilot.” It’s a detailed, step-by-step process for turning your website into a lead-generating machine.
Below is an excerpt.
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” ~ Sun Tzu
Strategy development is where you’ll finally take all of the intel and conceive a plan.
Informed by all of the research done in the previous phases, create an online marketing strategy that is truly unique and highly effective. The key is to drive relevant traffic, not traffic for traffic’s sake. Quality is more important than quantity. The goal is to get the attention of highly-qualified buyers who are in the middle of the buying cycle.
This is where all the hard work of buyer persona research and competitive analysis pays off in spades. The research will help you create a laser-focused strategy that attracts a constant stream of qualified visitors.
Whether the strategy is pure content marketing or involves a more comprehensive PPC campaign, to accelerate results, remember “Content Is King, But Conversion Is (Definitely) Queen.”
The Yin and Yang of Content Marketing
Creating compelling content is an excellent way to capture a prospect’s attention, but it doesn’t always lead to a conversion. Without a conversion, content is a waste of time and money; without content, conversion is next to impossible.
It’s like debating whether the offense or defense wins games. You can’t camp out on one without ultimately realizing there is no game at all without the other.
Getting eyeballs on your content isn’t enough. You have to intentionally move them through to a sale. The best way to do this is in their email inbox. And the best way to capture their email is in exchange for an excellent piece of content.
There are two rules you should follow regarding strategy:
- Your content should always address a question at a particular place in your buyer’s journey;
- Your content distribution channels should move buyers through the stages of the buyer’s journey, from one to the next.
Lets’ unpack these rules and follow them a little further.
1. Your content should always address a question at a particular place in your buyer’s journey.
The best way to plan your strategy is to map content to your buyer’s journey and then consider how you plan on distributing that content to your buyer persona(s).
For example, blog posts make excellent content for the awareness stage while more technical specs or product comparisons are relevant for the consideration and evaluation phase.
It’s crucial that your website’s pages and content are a reflection of the various topics required to cover every stage of the buyer’s journey.
2. Your content distribution channels should move buyers through the stages of the buyer’s journey, from one to the next.
The content will only impact those who see it. When positioned correctly, it can accelerate prospects through the buyer’s journey with precision and automation.
What and how you distribute content will ultimately depend on your audiences.
Typically, you’ll want to distribute early stage content to those who are unfamiliar with your brand. You can source the audience by looking at specific demographics on the following platforms:
- Facebook users by Job Titles and Industries;
- LinkedIn users by Job Titles and Industries;
- LinkedIn Groups;
- Keyword searches based questions from your buyer research.
The most profitable audience may be the one you already own. Distributing content that can move buyers into the repurchase stage is something worth serious consideration. As you know, it costs less to keep a customer than find a new one.
Review your existing customer email list and set up a regularly-scheduled email “drip” campaign using your email sending platform’s auto-responder feature. (If your email platform lacks such a feature, we can help.)
Also, create a “retargeting” list. If you are familiar with this term, you are most likely also familiar with the technique: You visit a website only to have the products offered follow you around the web through a series of display ads.
You can play that same game! Build virtual lists of users who visited specific pages of your website and then post ads specifically to those people.
Identify the following when putting your strategy together:
How are you going to get in front of your audience?
Determine the specifics of your audience. For example:
- What keywords do you want to pay for on search?
- What keywords do you want to start building an SEO campaign around?
- What specific demographics do you want to promote content to on social media?
- What are you going to use to get their attention?
Be specific here as well. Consider the types of resources you can offer. You want them to be unique enough to persuade the prospect to give up his or her email address in exchange. It can be a resource to download, video to watch, webinar to attend or a combination of all of the above.
What are you going to ask them to do?
Outline each conversion along the buyer’s journey. Define what you think the best calls to action are for each buyer in a particular stage of the journey.
For example, you may offer those who sign up for the free resource an opportunity to get a free consultation or special promotion. Map out how you want to nurture and qualify leads.
Social media has opened up unique opportunities for B2B companies to participate in brand awareness, previously only traditionally afforded to major brands. Now it’s well within the realm of possibility for B2B’s to saturate a market by targeting specific user demographics on social media platforms.
If you have a complex sales cycle and need to sell more products or services to more businesses, then this eBook was written for you. We’ve packaged our 5-step approach for putting B2B prospecting on autopilot into one resource available for download.
We’ve found that most B2Bs spend time doing the tasks of marketing but aren’t using the internet to its full potential as a 24/7/365 automated prospecting tool. We’re on a mission to change that — even if it means giving away our most closely-guarded secrets!
Here’s what you can expect to learn from the eBook:
- How to conduct market research that makes the biggest impact;
- How to do a full competitive analysis that saves you from costly mistakes and validates your ideas;
- How to map out your strategy around your buyer’s sales journey;
- Tips on specific lead-generating tactics you can build around your research and strategy;
- The best ways to measure your success and evaluate ways to continually improve your approach.
Don’t wait to start putting your sales prospecting on autopilot. Download the eBook today!