Too many stuff are going on in the realm of B2B lead generation that at times marketers have got to stop for a while and look at the basics. Letting yourself get caught up with emerging and short-term activities could make you lose sight of what you’re really aiming for.
It’s not a sin to develop extraneous goals here and there, especially if they contribute to your overall mission, but working in a cluttered setup without a straight-arrowed path to an objective is unhealthy – both to you as a marketer and your campaign in general.
What you need is a guide; an outline of the essentials for you to achieve exactly what you need to achieve. In B2B lead generation, it’s all about raking in quality prospects that have the highest potential to buy. And here are the 4 things you really only need to do:
1. Get Attention
Before, all it took was to paint bright colors and add wonderful images and you’d have all the attention you could hope for. Today, people don’t easily bite at decorations. They thirst for something new and exciting, something that could make their brains actually work. Provocative headlines. Viral videos. Location-based penetrations. Elaborate infographics. Anything that satisfies their need for novelty and quality content.
2. Be direct
Lead generation content is not a suspense novel. You don’t put unexpected twists or obscure characters. You don’t bring your readers along to a confusing, mind-draining ride of garbage. Your message should be obvious and clear. Don’t spend too much time trying to creatively convey what your message is; instead, focus on how you could deliver it so they could grasp it with ease.
3. Back it up
Casual readers would willfully absorb your content without any form of objection as to its credibility or accuracy. But the ones that do question it – those are the ones who are truly interested. They are your prospects. Now if you don’t have any evidence to support the assertions on your content, how can you expect these prospects to trust a company that makes bogus claims.
4. Brew a conclusion
You know that feeling when you’re reading a very compelling piece of article that cites several strong points to prove a claim, going on and on and then suddenly at the end it starts playing safe by saying something completely impartial? Frustrating, right? When you’ve started giving your stand about a topic, stick to it. Make a conclusion. It doesn’t matter whether people would agree or not – what matters is that you’ve chosen a side. Being “safe” makes prospects think that you’ve just wasted their time, and will never consider making business with you.