It's not about the product you sell but rather the story you tell.
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No B-to-B marketing organization is successful unless it is generating qualified leads for sales. This means you must optimize your website and social media presence to capture inbound leads and execute impactful campaigns to capture outbound leads. But neither your website or campaigns can be about selling your product or service with a 'buy me, buy me, buy me" message.
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In today's market, software and service providers must also assume the role of industry analyst and educate customers with the knowledge they need to do their everyday jobs.
When a prospect googles a specific search term that is relevant to your business, your organization should appear in the search results and link to marketing content that is timely, relevant, inventive, even pioneering — thought-leadership content that is designed to inform, alert, and educate the prospect. If you can convince the prospect that your organization is the "go to" entity with well-rounded industry expertise, you will improve your chances of convincing the prospect that you offer the best product or service as well. The same holds true when developing outbound campaigns. You improve your chances of a recipient opening and reading your email if the information contained within is compelling.
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Contact McGee Marketing Consultants and discover how you can improve lead generation with persuasive and captivating content. |