Traditional lead generation methods follow the campaign route. Lead generation campaigns are run utilizing various tools in the process. Generating leads in the B2B sector is a totally different ball game compared to the B2C sector. If we just take the example of the lead generation funnel for a B2B campaign; the average time for a prospect to convert into a lead and then into business is well over a month. On many occasions it can run over to 5-6 months. For a B2C lead generation campaign, months can be replaced by weeks or even days. But, in both these sectors, content plays a vital role.
Content marketing and lead generation- blood brothers
Email marketing is one of the top tools used for lead generation. As far as emails go, it is content that shapes it and plays the major role of stimulating and persuading a prospect. In B2B marketing, email campaigns bring in the highest ROI. Using email marketing in the right form enables smooth and efficient lead generation.
Coming to the hottest topic discussed on marketing forums- what is content marketing? To put it in a simple way, it is the process of using content to generate interest in your products and services that will eventually lead to a sale. Content marketing cannot and will never be confined to being described as a campaign. The reasons for this are plenty. Content creation and propagation is a well thought out plan that encompasses various aspects of your business, sector, lead generation funnel, and buyer persona. Creating content that matches these criteria makes content a really strong method and cannot be confined to being a campaign.
Changes in processes today
Well over 90% of B2B marketers do lead generation through content marketing. It can be said that some of the best means to generate leads today rely heavily on content and its various sub-sets. To understand reasons why it cannot be called a campaign and is more of a process becomes clearer when we detail the various methods that are being used.
Free whitepapers and e-books
As a campaign– One of the biggest shifts in the way content has been absorbed today is the skyrocketing demand for whitepapers and e-books. B2B marketers today run several campaigns that provide interested readers a chance to get a free whitepaper or any such collateral. A subtle inclusion of a form page is all that it takes for lead generation. These campaigns are run over short periods using time bound offers. Results are generally positive for such campaigns. Success also depends on the reach of the brand on the networks these are run on.
As a process– These free collaterals are resources that are valuable assets to the company. They can always be re purposed and re-circulated. As a lead generation effort, collaterals once created are excellent source for leads if they are used tactfully over a period of time. They enhance value of the brand and help in SEO and though leadership.
Webinars
As a campaign– Webinars are great lead generation tools. A well constructed and interesting webinar works towards solid lead generation. Working with industry leaders allows your brand to widen scope and reach out. Always make sure that the webinar is interesting and gives insights in a fresh manner. If you do not have experience in running webinars, learn from those who have done it and understand the finer nuances. Run test webinars within your company to see where you may go wrong. A webinar can turn disastrous if there are technical issues.
As a process– As with web collaterals, webinars are always a source of direct traffic to your video domains. They add value and can always be used while running email campaigns. Content within a webinar plays as heavy a role as the speaker.
LinkedIn groups
As a campaign– LinkedIn groups are the easiest to make and help in good lead generation. LinkedIn has grown over the years and is currently one of the big social networking sites. Creating a LinkedIn group is effortless. If your intent is to do lead generation, then make sure that all the necessary inputs are focused on the same.
As a process– A LinkedIn group when created in the right way attracts a significant amount of traffic. Focus on creating discussions which benefit both the user as well as your brand. Sharing appropriate content helps in connecting with these users effectively. These groups can be a constant source for leads when they are run systematically and periodically.
Other tools which are as effective
Slideshare presentations– A well done Slideshare presentation can be a magnet attracting the right prospects. Slideshare is the perfect avenue to showcase your brand in any way you want. Presentations on Slideshare are viewed by millions worldwide and attract a mature audience. It is also a focal point for SEO. Using Slideshare presentation in social media posts provides excellent opportunities.
Social media updates– These are the ‘in’ thing now. Social media is hot and many companies leverage them effectively for lead generation. Content plays a significant role here. To engage and create interaction, you really need to focus on superior quality and powerful content. Social media updates may not be very effective for a B2B brand to optimize social, however, brand presence and reach are factors that can be points of attention.
In summary, content marketing is a powerful tool today. It has been assimilated into the system and plays a significant role in lead generation. When good content is used, the quality of leads is superior too. Focus on a plan for content marketing in lead generation. It can give you results when used as a campaign and is a source of leads in the long run too.
