The Beatles Give B2B Marketers Important Lead Generation and Content Marketing Optimization Lessons
Many of the Beatles songs do have lessons for B2B marketers especially when it comes to content marketing, inbound/outbound marketing, and analytics. As a big Beatles fan, I thought I'd have some fun in reviewing their song titles, and coming up with a marketing statement that relates to the titles. The songs are memorable; but the statements are what's important here. I look forward to more from my readers!
- Act Naturally
Be yourself, especially with your own content and within social media. You don't need to sound like everyone else. Your messages will stand out if you include your own spin on topics. Sound as natural as possible in all business communications.
- All Together Now
Sales and marketing need to be aligned with agreement on target audiences, qualification factors, and business goals. Work together.
- Ask Me Why
Why is your firm better than competitors? What is your value proposition? Ask yourself why should prospects buy from you, and make sure that is communicated via your website and communication materials.
Every marketing strategy needs to have a plan. Strategic branding, targeted messaging, media tactics, and inbound/outbound marketing tactics all need to have a strategy behind it. When devising a marketing tactical plan, each element should have a strategic reason for implementing it- because...
It's OK to wish social media friends a happy birthday, but do it naturally as compared to an obvious sales tactic.
- Come Together
All website and marketing activity should be tracked via Google Analytics or a more robust analytics tools. Analytics is where all of your visitor and conversion data come together, where custom dashboards and reports can be developed and analyzed.
- Don't Bother Me
Lead nurturing is a crucial way to engage prospects and turn them into leads over time, whether via email or calls. But don't go overboard with messaging; prospects will unsubscribe or wish not to be bothered. Be strategic with the frequency if your drip campaigns.
- Get Back
There are an increasing number of marketing and social media channels in which to promote content and sales messages. It can get overwhelming. It's best to concentrate on few channels and do those best. Get back to basics; combine strategic inbound and outbound tactics; focus on your core strengths with compelling messages that explain the benefits of your firm, with proof points.
- Getting Better
Test and optimize. You should always be testing media channels, messaging, landing pages, and conversion tactics. Your goal is to always get better, and optimize performance, which leads to increased leads and sales.
If you're maxed out on time and resources to perform an optimal demand generation; lead generation plan, it's OK to get help and outsource (hint!)
- I Call Your Name
There's much emphasis these days on inbound marketing, and having prospects find you. Outbound marketing is still a major tactic for lead generation. At the end of the day, you do business with people. Use the telephone strategically; you may be surprised when you call a prospect; just be prepared.
- I Me Mine
Your website content; it's not about what you do, it's about how what you do solves your prospect's business challenges. Write for your prospect' needs and not for yourself.
- I Should Have Known Better
Not every tactic will work. Have a proper measurement plan in place; optimize, and learn from campaigns that do not work so well.
- It's All Too Much
As mentioned earlier, there's so much content out there now; it's easy to get lost with your own content. Mix it up- infographics, video, or unique ways to present the same information. This post is an example of a way to break through the clutter. Show some personality in your content.
- I've Got A Feeling
Despite all the big data and 3rd party data available for strategic decision making, sometimes it's OK to go with a gut feel, but back it up with rationale, and be ready to optimize.
- Let It Be
If you're testing landing pages for conversions, email subject lines, PPC bidding strategies, etc, make your you have enough data over time to make an informed business decision, otherwise let it be until there's significant data available.
- The Long And Winding Road
Long term programs like SEO, social media engagement, and lead nurturing do take a long time before measurable results are shown. Trust the process if you have the right strategic plan in place; it'll pay off in the long run.
- Money (That' What I Want)
Revenue and profit- isn't that our goal after all?
- No Reply
Whether it is inquiries from prospects or client questions, it's upmost that you get back to them and reply in a timely manner. This is now a speed business environment.
- Please Mister Postman
Targeted direct mail can still work; it's personalized, and you can provide unique offers and content. Despite the expense; direct mail can provide quality leads and increase close rates. Again, testing is essential.
- Tell Me Why
The focus of any website and landing page is promoting the benefits of using your firm and why prospects should do business with you. Clearly and easily tell me why I should buy.
- The End
That's it for this post. Feel free to comment and provide more, if I missed any!