Lead generation has become a key focal point for B2B enterprises looking to make the most out of their marketing efforts with measurable results.
While lead generation is an exercise measured with relative ease from a quantitative perspective, its ability to drive business results is largely dependent on the quality of the audience created. As such, companies are being forced to look beyond metrics to support their initiatives. For most businesses, regardless of the industry or products and services being offered, lead generation is a critical component of a successful sales and marketing strategy. But not every business understands the difference between lead generation and lead nurturing, and the importance of implementing both tactics into their overall sales process.
You can generate leads in every which way you choose but it’s no guarantee to increasing sales. You need to stay close with those leads, and nurture them until they’re ready to buy. You have to constantly remind you’re better than the competition.
Public Relations (PR) is a fundamental, nurturing element in the quest for quality leads because it offers reputational leverage and credibility that differentiate businesses from their competitors. From creating content for case studies and blogs, to testimonials and thought leadership pieces, these tactics not only serve as the key to differentiating factors in B2B decision-making but also help improve relationships – keeping you at top of mind with your clients and prospects.
By forming a strong relationship with each of your potential customers, and by nurturing that relationship through various forms of consistent communication through PR efforts, this allows you to deploy the tactics and techniques from your sales playbook to nudge them closer to a paying customer.
Build Reputation and Credibility
When it comes to generating qualified B2B leads, your company’s reputation is a huge deal for business prospects. After all, it is the face of the business. It takes time and effort to build a reputation, but if not managed properly, your company’s reputation can disintegrate quickly like a house of cards. So, take the time to analyze your current state of affairs – make it a point to read online reviews, search engine results, blogs and other websites related to your business. You also need to monitor your reputation closely. Have someone check out the different channels for information regarding your business; respond to negative reviews and complaints quickly; and always strive to improve the level of your customer service.
Be a Thought Leader
For a business to remain relevant in an ever-shifting business environment, it’s important to demonstrate expertise and foresight in the field. By regularly publishing content on platforms like blogs and through media outlets, businesses are able to critically differentiate themselves from the competition. Through social media platforms like LinkedIn, self-publishing blogs, articles and e-books, businesses can establish thought leadership within the industry, creating recognizable spokespersons with whom customers and partners can relate to. This way, you become the expert resource that everyone runs to. Yes, especially the media!
Create Compelling Content
In an over-saturated, highly competitive media market, it takes more than a press release to catch the eye of journalists. These days, some companies are doing away with press releases, opting instead to create their own content, such as informative articles on topics related to a company’s business, to engage their audiences, and hopefully create new business opportunities. These self-written pieces are uploaded to corporate websites and shared via social media channels, and can also be repurposed for sales brochures and other marketing collaterals. That is not to say press releases are obsolete – it’s just that they’ve evolved! The key to using press releases effectively is to focus them on newsworthy events that should be used where appropriate, and as part of a wider media strategy that includes extensive digital outreach.
Amplify and Glorify
Make sure that you get as much mileage from every mention as you can. Republish, link to and print news stories that include your company and post these on your website, marketing materials and on the various social media channels. Customer testimonials are a great way to fire up the grill! What can be more persuasive than customers talking about how your product or service helped their business? Talk to your best customers; ask them if they’re willing to say some nice things about your company or product. More than words, a video testimonial will make the message even more impactful!
Nurturing leads to a sale takes time. It is not done in a month or even half a year. It requires dedication, cooperation and lots of hard work. While many companies give up on customers by the second exposure, others have seen a great return on their investment through lead nurturing. It’s a simple but effective way to communicate with your customers and guide them through the purchasing cycle.
Posted by Irene Gomez, CIO, CorpMedia