Tips for better online marketing and copyriting
One of the most effective ways to generate leads in B2B is with a tweet, LinkedIn update, email, or brief letter offering valuable information to a well-targeted list of prospects.
Here are 13 ways to generate leads for your company with this sturdy, time-tested technique.
In my previous essay, we discussed why the traditional sales funnel is no longer a good model for customer acquisition. We then looked at an alternative model called The Circles of Belief (Figure 1)—a representation of customer acquisition that accounts for modern practices like search, social, email, and content marketing.
...
I have a problem with the traditional sales funnel.
Actually, I have two, but I guess you could call this first one a personal problem: I’ve never liked the funnel analogy.
For me, the funnel creates a negative mental image. I see hapless business buyers caught in a whirlpool, or ...
When marketing with content, you need to keep readers engaged. Your content must hold your prospects' attention long enough for your message to sink in.
One good way to do that is with interactivity. In a recent B2B Technology Content Survey, Eccolo Media found that "Overall, content consumers appreciate interactivity. ...
A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely posting white papers on the corporate website ...
In a recent survey, KnowledgeStorm and MarketingSherpa found a huge discrepancy between the amount of information technology buyers want to see before they register for a white paper, and the amount technology marketers think they need to provide.
When asked ...
In my previous article, I explained why unrestricted access to valuable white paper content is normally a huge mistake – a mistake that can cost you in terms of leads, brand recognition, relationship building, and sales opportunities.
If you want your white paper to generate leads, you must require ...
Ever shop at IKEA?
I love IKEA. I’ve bought there often. I’m impressed by their product selection and the value they offer. They do a great job serving the furnishing needs of people on a wide range of budgets.
But I also hate IKEA.
When I need just one or ...
Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.
It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...
A recent client project brought to my mind a scene from The Help, the film based on Kathryn Stockett’s novel about African American women working in white households in Jackson, Mississippi in the early 1960’s.
In that scene, Minnie the maid is giving her new employer, the formerly poor but ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
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