Rethink Lead Generation: Advanced Strategies to Generate More Leads for Your Business by Shapiro Tom

Author:Shapiro, Tom
Language: eng
Format: epub
ISBN: 9780999184714
Publisher: Stratabeat, Inc.
Published: 2022-01-25T00:00:00+00:00

Similarly, develop different content pieces for the various steps in the buyer journey. It’s critical that you’re supplying them with the right information at each stage of each journey.

For example, you might want to create broad content for when they first realize they have a question and start looking for answers. Each content piece should address the question at hand, but should ideally also guide them to the next step in their journey. In this way, you build trust and start a relationship with them.

When they’re on your website, it’s a similar story. You want to map the various funnels of how they are navigating your site. If you’re not sure, you can check your web analytics as well as your behavioral analytics. Then, once the funnels are clear, spend the time optimizing them with the precise information they need to answer the questions going through their minds and guiding them to the next step.

Going deeper, think of the content you’ll need once you make your offer. And remember, the offer is not necessarily a transaction. Often with B2B the offer is focused on lead generation through a download, webinar, product demo, subscription, audit, consultation, etc.

Zooming in, someone at the beginning of their journey may be satisfied with a number of informative blog posts. As they consume information on your website, they may find a deeper-dive webinar to be helpful in advancing along their journey. Yet, when they are trying to make a final decision, they might find an ROI calculator or a competitor matrix much more valuable.

Create content strategically. Align your content with their journey, and you’ll build a stronger pipeline and close more deals.

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