Lead generation is more important than ever in the tech sector. With the number of new entrants to the market growing and growing, customers have far more choice, meaning that they are looking far more carefully at the information and even the opinions that a brand communicates, before deciding whether to buy its services or products.
But the purpose of lead generation is to attract serious potential buyers, not those who are just browsing. In Sapience’s experience, there are several way of doing this is, which we explore below.
Don’t forget to make blog posts as informative as possible also, as this provides far more value to audiences. Infographics that bring statistics to life are one of the best ways to do this. But get the tone right – it’s about showing what your brand does without showing off or acting like your audience is a sales target. Keep your content original and human-centric so that it will encourage people to get in touch.
Paid social media can be tricky and requires testing before getting right, but the effects can be very positive. There are plenty of different social channels now, but the obvious one that B2B communicators should be using is LinkedIn. Paid posts here can ensure your content will be highly targeted and so seen by the right people.
The most successful campaigns also often use content which is data-driven and research-rich. It comes in the form of high-quality, long- and short-form content, which could include by-lines secured in media outlets, original research whitepapers, “how to” guides, podcasts or webinars to name just a few. This type of content is far more effective at getting across to your potential clients that you are truly interested in the issues that matter to them.
While many people feel like email marketing may be old school, it’s been estimated that 73% of millennials prefer communications from businesses to come via email. But the key is targeting the right people.
Instead of a “spray and pray” approach – emailing plenty of the wrong people – we always advise building bespoke contact lists. Moreover, it’s important to personalise messages as much as possible, removing the automated feel. These communications should also reference other pieces of content that you have created, and ask recipients to keep in touch via social media, so that you’re broadening your touchpoints of engagement.
In conclusion: be prepared
We recognise that any lead generation strategy should reflect the unique needs of the company in question. That’s why we advise making sure any digital marketing and lead generation consultant takes the time to truly understand your business.