You've been implementing lead generation programs for years -or- you are launching your first lead generation program. What do these two have in common?
- The challenge: how to create the type of content that will most effectively generate new leads for your business.
To be clear, I am not talking about nurturing your existing leads into sales opportunities. I am talking about getting that first tug on your fishing line.
And to simplify our discussion today, I won't focus on placement of your lead generation components. However, placement does establish a context that you will want to consider when creating content.
So, what is the secret for creating effective lead generation content? One word.
Relevance.
Your lead generation activity will catch the prospect at a certain place in their buying process. Their position in the buying process will narrow down the information that will be most attractive to them.
John's Story
John is in stage 3 of his buying process. He has worked through the first two buying process stages:
- Awareness of a need (Superbowl is coming up and wants to feel like he and his buddies are there)
- Frame a need (wants to buy a big screen, LCD, high definition television)
He has entered the research stage and has just started learning about LCD televisions.
What information is going to catch John's eye?
- Availability, delivery, installation, and promotion information that will ensure the television is operational in time for the Superbowl
- Educational material about the features of LCD, big screen televisions
- Viewing information about the best models and features to view sports programs
- Sizing information about the best size television for his spatial situation
- New information about plasma televisions that could reset his decision to purchase an LCD television
Because John needs to move fast to get an LCD television in place for the big game, he is going to compress the rest of the buying process. His focus will be on the critical information path that will quickly get him to his objective. He needs it short and to-the-point. Anything else will be ignored.
Marty's Story
Then there is Marty who just started his new television search. Marty's 10 year old television is dying a slow death. He is using his old VCR as a substitute tuner to buy him time. His budget is tight, and he wants to get the best value for his money.
Marty is at the very beginning of his buying process - the awareness stage. He hasn't been in the market for a while and doesn't know anything about the latest technologies.
What information is going to catch Marty's eye?
- Getting started guide for replacing your old television
- Information on selecting the right type of television for your situation
- Educational content on what you need to know about today's television choices
Marty has been out of the television buying game for so long, he doesn't know the difference between plasma, LCD, HDTV and his traditional television. He needs basic information that will help him frame his need.
Focusing Your Content and Your Messages
As you can see, the combination of buyer profile and buying process stages can quickly help us focus on just the type of content that will engage our prospect.
Once you have the buyer profile, you can match that buyer with your lead generation placements. (Get the typical profiles of your lead generation placement vehicles from their source.)
Next, it is a matter of running a steady stream of content that speaks to each of the buying process stages. This allows you to capture your prospect's attention wherever he/she is in the buying process.
When Hit or Miss Doesn't Deliver the Results
Stop using the hit-or-miss approach. Take the time to develop buyer personas for each type of buyer. Then map these profiles against that buyer's buying process to develop a targetted set of messages that will attract your buyer's attention.
The Understanding the Buying Process eBook will help you develop the set of questions your buyer will be asking at each stage of his/her buying process.
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