Lead Generation Strategies That Start With "S"

Search Engine Optimization

With more and more buyers turning to the Internet to start their research, it is imperative that you have an ongoing SEO program in place. Both natural and paid search have their place, but natural listings should dominate the majority of your effort and budget. A combination of in-house and consulting resources can work well to ensure you have a good mix of best practice expertise and company/industry specific knowledge. Most B2B marketers spend a considerable portion of their budget on this tactic.

Speaking

Speaking at events is an excellent way to build your Thought Leadership in the marketplace. In addition to having your executives speak, consider using sales and marketing personnel at local and regional events. Your marketing team can prepare 3-4 standard presentations, and then have your team that is virtually located speak on them cost-effectively. Turn your organization into a team of speakers and Thought Leaders and reap the returns.

Seminars

Running live seminars is another way to build Thought Leadership. Focus on education and teaching and down play the product pitch. If you do a good job of providing content and transferring knowledge, the sales will take care of themselves – especially if you mix your customers and prospects at the same event!

Subscription Management

Instead of ‘spray and pray’, give your subscribers the option to choose what content they want to receive and when they want to receive it. You can start by categorizing your content into simple groups such as events, product and service updates, newsletter, etc. Over time, you can get more sophisticated as you gauge how subscribers respond. You will see a much better response from your lists by taking this approach.