lead generation through great content
TRANSCRIPT
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
Lead generation
through great content
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
What are the challenges?
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
• It’s a numbers game… and the numbers are stacked against you
• Poor quality of data – wrong person / left the business…
• Gate-keepers blocking access / email screening…
• Timing – Too soon / too late / not available / not in a good mood…
• Keeping in contact - How soon is too soon? • 98% of 1.78m in recent on-line survey said calls made them “angry”
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
Personal Brand Activation & B2B Lead Generation
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
What are the benefits of a strong brand?
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
• Recognition & trust
• Acts as a ‘short cut’ in the decision making process
• Creates loyalty and advocacy
• Enables you to command a price premium
• Provides a vital differentiator / competitive edge, especially
when the market is competitive
• Provides a platform for growth
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
Why is a strong personal brand so important?
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
• Recognition & trust
• Acts as a ‘short cut’ in the decision making process
• Creates loyalty and advocacy
• Enables you to command a price premium
• Provides a vital differentiator / competitive edge, especially
when the market is competitive
• Provides a platform for growth
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
People buy from people.
By activating your ‘Personal Brand’, you can establish yourself as a trusted thought leader in your field
Benefits = Visibility & Credibility
• No such thing as a ‘cold’ call / e-shot
• Credibility and trust attracts advocates and clients
• Helps you stand out from your competitors
• You’re more than ‘just another salesman’
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
Great content drives a process
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
• Amplify content to grow your reach
• Build a ‘clean’ database of potential clients
• Build your reputation as a credible expert
• Drive targeted traffic to your website (via content)
• Cultivate relationships
• Convert these relationships into leads/opportunities
LinkedIn & Twitter can help you grow your audienceand then convert them into loyal clients and advocates
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
It won’t look like…
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
A sustainable content plan…
Curated: Topical, relevant content shared from credible third party sources, posted on a regular basis to keep the plan ‘ticking along’
Created:Level 1) Topical content, repurposed to read like an opinion piece with supporting material from a credible neutral source.
Level 2) Lightweight – Top tips, hot topics, ‘how to’…
Level 3) Thought leadership
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
• Amplify content to grow your reach • Drive targeted traffic to your website • Build your reputation as a credible expert
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
Position key individuals as thought leaders
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
Position key individuals as thought leaders
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
Build a ‘clean’ database of potential clients with LinkedIn Sales Navigator
ResetFunction: Marketing × Seniority: Director ×
Location: United Kingdom Current Company: Carphone Warehouse
View potential prospects & save leads
View details of potential prospects & save leads that you want to receive updates on.
Go to Account Pages to get new lead recommendations based on your preferences and the types of leads you’ve saved in the past.
Check who viewed you
Your activity drives views of your profile. Engage with relevant people who look at you. Get the whole list of people who have viewed you in the last 90 days. Reach out to people interested in you or save them as leads
Proactively search
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
Cultivate relationships & convert them into leads/opportunities
© COPYRIGHT 2016 OFFLOAD | CONFIDENTIAL
Summary of activity
1) Identify targets
• Define target criteria Sector/industry Size of company Location Typical Job title/role Interests Content they are likely to engage with
• LinkedIn Sales Navigator search
• Twitter searches
• Add to watch lists in LinkedIn Sales Navigator and Twitter
• Existing data – CRM / Prospect lists etc
2) Warm them up!• Contribute –
Content (Created & Curated) Comments Share knowledge/experience
Use Li groups to maximise reach, grow audience, and drive website traffic
• Social ego stroking – Monitor activity for opportunities to interact with them (Like, share, comment)
• Follow them on Twitter / LinkedIn
• Monitor their interactions with you (profile views, engagement) and wait for the right moment to reach out and make direct contact in whatever way is most appropriate
3) Outreach• Thank those who follow on Twitter and ask if
they’d mind connecting on LinkedIn
• Comment on their posts and steer them to your own content on a similar subject
• Ask for their ‘valued opinion’ on a subject or conduct surveys
• ‘I know it’s cheeky but, I’d love to chat to you about…’
• Tailor first direct contact – find the best angle