You might be among the majority of sales managers caught in that war between a team of sales people complaining about rubbish leads supplied by a marketing team wondering why all its hard found leads are being wasted.
Sounds familiar? You bet it does.
Yet behind this cloak of confusion and aggro you do have some awareness that your company has the power to use its own content to generate leads and set up a legacy marketing/lead-generation machine.
I can offer three simple tips to make your life easier whether you choose to take this path in-house or through an external partner.
- Keep it short
- Spot good SEO from poor SEO
- Track everything
Keep it short
Pretty much every Sales Manager and Marketing Manager regularly receive blog posts on matters of interest. Have you ever noticed how the majority of writers give you about 2000 words? How often do you read it all? Probably very rarely. Silence maybe golden but concisely getting to the point is priceless.
IN most circumstances, writing blogs for lead generation should be short and to the point so you don’t lose the reader. In a time conscious world I find it works much better for you.
Spot good SEO from poor SEO
Search Engine Optimisation is like the Bermuda Triangle of marketing. It draws you in, sucks your revenue and when it’s all said and done you aren’t quite sure where you are.
SEO isn’t really about driving traffic to a website, it’s about researching words and phrases which bring qualified leads to your business (you can read more about this area of communications by clicking here).
Beyond that, it’s about keeping those leads close to your chest and being their thought leader rather than a Sales Director.
Today, there is so much power to turn your database into a dynamic lead generation tool. It is relatively straightforward to set up so you can track the effectiveness of all email campaigns, press releases, thought piece content and just about anything else that will eliminate cold calling.
If you aren’t tracking that side of the operation, it doesn’t hurt to learn as much as you can sooner rather than later.
After all, you can have so much control eventually lead generation should completely wipe out any need for cold calling.
I have some more basic thoughts on the matter. Please download this e-book for a quick read. It’s totally free.