Last week, I was interviewed by a technology services marketing team looking to improve their Demand Generation activities.
They had a very cohesive but small team and they wanted to ramp up activities to drive brand awareness and lead generation. But as you might expect they had limited funds and bandwidth (don’t we all).
I suggested a few different places like investing in more Content Marketing, Lead Nurturing and Social Media. And here is how the conversation went:
Content Marketing - is the bait you need to have out there that attracts the type of customer you want to talk to – in fact the entire first experience(s) of your brand online are all around the quality of content you put out there AND what people have to say about it. It’s time to crank on the quality of your content machine not just the quantity!
Lead Nurturing - if this isn’t high on your list, it should be. If the best place to get make a sale is with your existing customer base then the SECOND best place to make a sale is contained in your lead nurturing system. A person who downloads the paper and opts into our database becomes a lead start (notice I didn’t say lead). And with the lead nurturing system we have in place we can then develop a lead to the point that they are willing to talk to someone from our sales organization.
And finally …
Social Media – unlike traditional media …. Print, TV and Radio – which can cost big money. Social media’s upfront costs are very little and we actually use money within my team to experiment with it so we get A) get a better understanding of the technology and B) start to understand how we can use it and measure the results along with all the other media we have. Also try to map your tactics more to the buying cycle when you deploy them. Don’t think this next podcast is going to drive awareness through the roof …. it might …. but the goal should be to feed those that are already in your long sales cycle with more good quality content on what your company can deliver.
Bottom line – this team pushed me by asking “ok but if you only had a dollar, where would you put it?” My response – Content. You can have the best Lead Nurturing system and the best Social Media plan – but without content you aren’t going to get very far.