http://www.marketing-for-business.com/strategy-1/ If you’re looking to run a lead generation campaign to develop new opportunities for your business, just think of this scenario. Now imaging you can profile your best customer. What does your audio customer look like? Now let’s say you do some research and you found a hundred people fit that profile.
Then let’s say you hire a big room and you invite all those hundred people into that room, they’re all standing there. You stand up on a chair at the end of that room and talk to all those people about how amazing you are, how great your business is, how long you’ve been in business, what you do for people, how you help people. Just anything that really sales yourself and you shout it out to those people.
Then you get off the chair and you stand there and you wait for everyone to come up to you with their chequebook in hand or whatever it is, you know, now chequebooks don’t happen but you know what I mean. They’re ready to give you their money and sowing up to you and to give you all their business. Now we all know that it’s very unlikely to happen.
If you think about what most people do in business with their marketing campaigns, they put content out. It might be blogs, might be videos, LinkedIn posts, Facebook posts, email campaigns. They shout about themselves, how great they are and they blast that out into the ether, then they come and then wait for everyone to come back to the room and say, “My God, that’s amazing. Where do we sign?”
Now rarity is that kind of build it and they will come mentality. Unless you’ve got an amazing unique product that everybody is clambering for, most businesses don’t have that. You know, it’s just kind of like if it is a pain point, yeah I’ll raise the bar I’ll come and find you. Really if you’re focusing on interrupting people, so you’re making sure you’re on their radar all the time, you know you’ve got far more chance to actually engage with those people rather than just putting that stuff out there and waiting for them to come back to you.
Now what we do, imagine, let’s say you have a hundred people in that room at one time, you then narrow it down to just five or ten or twenty, a small number of those people to come into that room. Instead of just standing up there and blasting your information about how great you are, you actually have to have some one on one conversations. Instead of you just telling people how amazing you are, you ask them about them. Ask them about their problems, what they’re doing, show some interest in those people.
You build a relationship and you build rapport. You got far more chance of increasing the conversion rate of all those people in that room. It’s a much more tight number of people, you start to build relationships. Let’s say two, three, four, five of those people are interested, you build a relationship and you have a follow up.
The next day you have another event, another ten, twenty, thirty people in that room, you do the same again. You’ve got the ten or whatever it is from the day before, and you’ve got some people interested and some people aren’t quite ready yet. The people aren’t ready to talk to you, aren’t ready to buy with you. Doesn’t mean they’re a bad fit, just means you ought to keep nourishing those people, keep building that relationship.
The next day you’ve got another highly engaged number of people in there, another number of people who aren’t quite ready so you keep nourishing them. Next day do the same. The whole point about building a successful B2B sales prospects and campaign is about being relentless, about being targeted and don’t just send it all out there and wait for the phone to ring off the hook or wait for the emails or orders to come in. It’s about being targeted and building relationships, building engagement and having two way conversations so make sure it’s a good fit. Make sure people understand what you do.
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