Look at your leads and create definitions for a lead ready to be passed on to sales as opposed to a lead that still needs to be nurtured by the marketing team. Some common ways to define a sales ready lead is if there is a healthy profile created about them from different data points, their lead score is high, certain behavioral attributes show there is high interest, they appear to have a budget, the authority and need of your services and lastly, their timeline implies that the entire buying process must be expedited.
Attention scarcity is driving a shift from “rented attention” to “owned attention”. Historically, most marketing has been about renting attention other people have built. An example of this would be if you purchased an ad in a magazine or rented a tradeshow booth. But in the noisy, crowded market that today’s buyers live in, rented attention becomes less effective as attention becomes even scarcer. Of course, this is not an either-or proposition; you will ideally use a mix of rented vs. owned attention for your lead generation efforts to be affective.
Because prospective buyers won’t always end up at your website as they start their purchase journey, it’s important that you establish a presence where they may show up. A great way to deliver high-value content to the correct prospects is through content syndication – a content sharing strategy that can be used to promote your whitepapers, articles, news releases, etc. on other websites for greater reach and engagement. Through content syndication, your content appears on third-party sites and newsletters. And because most content syndicators deliver leads directly to your inbox, it’s a great way to keep leads coming in the door.
Coupon: Unlike the job application, you probably know very little about someone who has stumbled upon one of your online coupons. But if they find the coupon valuable enough, they may be willing to provide their name and email address in exchange for it. Although it's not a lot of information, it's enough for a business to know that someone has interest in their company.
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By producing authoritative content, you build credibility within the marketplace. In time, customers view you and your company as knowledgeable and helpful. You create and offer content for a distinct audience, your targeted one that is driven by choice and perhaps interactivity. Consumers embark on a journey when attempting to find solutions to their problems. They generally seek information for each part of that journey. In the beginning, they are familiar with their problem and solutions that have potential. Mid way they begin comparing some possible solutions. In the end of this journey, they give their due diligence to make a final decision. It isn’t uncommon for consumers to conduct twelve searches before being on your specific brand’s site. Generally, eighty-one percent will research online before making that purchase or that appointment. In multiple forms, your quality content makes all the difference.
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