[vc_row][vc_column width=”1/1″][vc_column_text]We have talked about the importance of targeting and tracking in creating an effective lead generation marketing campaign. Neither, however, will have the effect you are looking for if they are not backed with quality content which communicates a strong value proposition.
Asking questions, targeting, tracking and analyzing data give you the tools you need to uncover which messaging resonates most effectively with customers – what their true needs are and how you can best communicate your solution to those needs. Remember, Knowledge = Opportunity.
Thus armed, you can build and effective lead generation marketing and sales game plan.
Define the purpose of your communications
- Do you want to create brand awareness?
- Do you want to position yourselves as thought leaders in the industry?
- Do you want to generate inbound phone calls, email traffic?
- Do you want to help sales execs initiate dialogue through professional, effective and relevant messaging?
- All of the above?
Once defined, create content around that purpose
Whatever your goal, ensure you communicate strong value proposition
- What you do, what your prospect will gain from doing business with you
Provide value to recipient
- If no value is received people will “unsubscribe,” delete and forget you
- Educate, Don’t Sell. As we wrote in our February article, if you offer quality educational content, not only do you entice more people to open and read your messaging and click through to your website, you create brand awareness. You also give them a reason to open (and even better forward or tweet) the next message from you that arrives in their inbox.
Include a substantive call to action
As we said last week, test multiple types of messages in your content creation. Refine your messaging based upon results in such a manner that you have a good idea of what levers you are moving to generate better responses. And BE CONSISTENT.[/vc_column_text][/vc_column][/vc_row]