B2B Lead Generation The New Normal
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Jamshaid (Jam) Hashmi [email protected] CEO & President B2B Lead Generation: The New Normal @jamshaidhashmi
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The Digital world has permeated every aspect of our daily lives, from the way we spend our time, to the way we spend our money. It has changed the way we communicate, and it has really changed the way we seek and receive information. Businesses are recognizing this shift from offline media to online media, and realizing that in order to acquire leads, build targeted traffic and convert more customers in the new normal, they have to start measuring different metrics. In the new normal, Digital Consumers are looking for products and services on Search Engines, instead of yellow page directories, newspapers, magazines and other offline media. Digital Consumers use email, blogs, social networks and various sites to share with more people then ever before. Some of you may be dipping your toes into SEO, and others may be doing some Social Media. If you are publishing content, then you may unknowingly be doing content marketing. These three commonly used marketing tactics, that when executed together on a consistent basis can produce some really great results and it is what smart marketers have figured out. Conveniently named ‘Optimized Content Marketing’. We will get to that in a minute… but first Content Marketing is the Oldest and Newest form of marketing – getting a lot of attention and is really defined as …. Here long before SEO or Social Media Once we know what content to write, we start optimizing each page for search engines. The perfectly optimized page is constructed according to Google’s webmaster guidelines and I have given a visual sample here. We create the page and focus on website usability and internal architecture. These pages also target “long tail” searches that will bring a steady stream of visitors looking for the relevant content that you are providing Adding content regularly will create an asset out of your website When you combine these three commonly used marketing tactics (SEO, Social Media and Content Marketing), you can produce some really great results. Optimized Content consists of: web copy, press releases, blogs, case studies, white papers, how to guides that have all be written for and optimized for the keywords your prospects are using to try to find your business and more importantly keywords that are driving traffic and conversions. This is a game-changing attitude shift. Expect more businesses to change advertising spending away from “more and more” leads to focusing on reaching fewer, but more targeted and qualified lead pool. Expect some companies to crack the code in how to use social media and targeted PR to drive traffic and improve search positions in order to fill their pipeline. In addition expect some to make more strategic investments in creating content to keep leads engaged throughout the process. Figure out the keywords using a keyword research tool and remember you can filter the data and get to what a mobile searcher is looking for.
Transcript of B2B Lead Generation The New Normal
Jamshaid (Jam) Hashmi [email protected]
CEO & President
B2B Lead Generation: The New Normal
@jamshaidhashmi
Digitization
The
transformation
of data from
offline (physical)
to online (digital)
Did you know…?
Sales metrics are changing to reflect
changes in buyer behaviour
In the New Normal
How do people make buying decisions?
The power of 3
Lets discuss these 3 common markeCng tacCcs in greater detail
Content Marketing – Old and New
Official DefiniCon:
“Content Marke<ng is the art of understanding exactly what your prospects and
customers need to know. Then delivering that content to them in a relevant and compelling way to grow your
business”
-‐-‐The Content Marke.ng Ins.tute
SEO-‐-‐Perfectly Op-mized Page
What is Social Media?
social media is basically a conversaCon
Hi! What’s up? Did you hear?
You won’t believe...
What is Social Media?
• Using Networks such as:
The power of 3
OpCmized Content MarkeCng
New Normal DefiniCon: “OpCmized Content Marke<ng is the art of
understanding exactly what your prospect and customers need to know and deliberately producing
opCmized content based on keywords that are driving organic search traffic and conversions. Then delivering that opCmized content in a relevant and compelling way to grow your business by socializing the content through your organizaCon’s social
networks.” -‐-‐Krista LaRiviere, gShiN Labs
Focus on Engagement vs Lead count.
Implication: Businesses are moving away from “how do I generate more
leads” to “how do I engage qualified buyers.”
Where to begin?
Start with quesCons about Audience • Who is the customer? What do they care about? • Where do they discover content? • What formats do they prefer? • What mo<vates them to act? • What stories will we tell to align brand & customer goals?
Next…
• Keywords: Broad & Category (even mobile keywords) • Content: Resource Center, Blogs, Social Content, Media
• OpCmize: Corp Site, Ar<cles, Blogs, Digital Assets, Videos • Socialize: FB, LinkedIn, G+, Slideshare, Twi]er, YouTube • IntegraCon: Marke<ng & PR
• Measure: Non-‐Brand Keyword, Traffic, Social KPIs, Leads, Conversions
Hub = Blog = Website
SEO & Social Media Work Together
• Just adding pages and pages of content as an SEO strategy doesn’t cut it anymore
• Social Media is the new way to take your SEO strategy to the next level
• Social Media increases the number of high quality links and targeted traffic
Hello. I’m SEO.
And I’m Social Media.
Changes & Updates
Remember the old adage..
Slow and Steady Wins the Race!
‘If you slowly and consistently implement this strategy, you will be ok…’
Remember the old addage..
Slow and Steady Wins the Race!
‘If you slowly and consistently implement this strategy, you will be ok…’
In the new normal…
Fast and Consistent Always Beats Slow and Steady!
