Level Up Your Lead Gen
Our resident Brand Junkies Dave and Kenn stepped into the recording studio to do a deep dive into lead generation in this episode of our podcast. In our last post we took a look at getting lead generation started when your business is just getting off the ground. This week we’re going to talk through lead gen in the awkward adolescent phase and beyond!
Your digital presence is the foundation of lead generation 2.0. Kenn says, “Once you get into account based marketing and you're working in that space, you can step out and expand your online offerings. Your goal is to create dynamic new content and build authority through your blogs, podcasts, and advertising. Your goal is to become top of mind for people through smart, strategic online tactics.”
Kenn continues saying, “I would definitely invest in my online outreach. It’s never wise to put all your eggs in one basket, so diversify but don’t drop the ball on your sweat tactics. Make your online presence robust. It doesn't cost anything, so the budget for this is mostly your time. Make sure your Linkedin profiles, website, and social media channels are all tied-in and working in an integrated fashion.”
Once you’ve created your digital foundation, Dave says, “At this point in time you're ready to start running some lead magnet tactics. Creating an ebook, maybe a video series, or some other piece of content that you can give away for free in exchange for an email or a phone number. From there, create an automated marketing system, an AMS, to send out an email or text message (or both) to nurture those leads to a place where they're warm enough to convert into customers.”
Dave reiterates, “Again, lead magnet creation is in addition to having a good website, networking, cold emails, and everything you’ve done up to this point. Your lead generation should build on itself, each tactic will have a purpose at every point in your business growth.”
Dave continues, “At this point, it’s time to invest in social media advertising and content creation. Podcasts are fantastic because they drive authority. Authority is amplified when you speak on a stage. There's a phenomenon that happens when you're put on a stage in front of a group of people being touted as an expert. People perceive you as someone whose opinion they should trust."
Dave explains, “With a podcast, your credibility zooms way up. On top of that, you should start to think about other ways to create content that will engage people on a higher level. In a sense, a podcast for us is a step below having a friendship.” (If you’re interested in starting your own podcast a great place to start is this blog post.)
The Big Leagues
As your business grows (and so does your marketing budget) you can begin to integrate higher-level tactics to establish yourself as the supreme entity in your industry space. Dave gives an example, saying, “One thing that we've done as our budget increased is sponsoring events, we've sponsored tables for nonprofit fundraisers. We expanded the scope on that tactic by bringing people as guests that we were seeking out as clients. That’s just one example of a unique way that we’ve promoted ourselves and integrated ourselves into our community.”
Dave closes out saying, “There's always more that you can do, right? There's a reason why you see Coca-Cola advertisements at every ballpark in the country.” As you take your lead generation up to the big leagues you might need some help along the way. Whether it’s content creation, establishing your digital presence, or helping you roll out your podcast you can always drop us a line. We’re happy to help.