BUSINESS TO BUSINESS (B2B) LEAD GENERATION
Among the most critical marketing objectives for any B2B company is generating quality business leads. National survey data including a recent Marketing Sherpa B2B benchmark report confirms the number one challenge of B2B marketing companies is indeed generating high quality leads (78%). Another recent survey from B2B Marketing Magazine showed the top two priorities in B2B marketing were increasing both quantity of leads (50%) and quality of leads (53%).
At MediaMark Spotlight, we are skilled at generating numerous well qualified client business lead opportunities for conversion into sales and increased revenues. Our B2B lead generation approach begins with fully understanding your value proposition, your target audience and how to reach them. We clearly define and segment your target buyer demographics, their unique business challenges and key factors driving their ultimate buying decisions. Through our proven target audience identification and assessment, we’ll create a powerful brand strategy for your company; including effective differentiation from your competition, clear and consistent messaging and winning promotional strategies that engage and convert your prospects into buyers!
Selling to B2B companies whose products have long buying cycles requires offering them compelling deliverables that improve business efficiencies translating into increased profits. Simply put – your value proposition needs to be clear, concise, compelling and consistently communicated across all media. Once you have the right message content, quality lead generation demands content deployment via targeted media channels. Content falls under two main categories:
- Demand Generation: deploying content via inbound marketing channels as well as outbound.
- Lead Nurturing: using email marketing drip campaigns to persuade a cold lead into a warm one, typically via marketing automation.
MediaMark Spotlight will optimize a lead generation plan for both categories including the following tactics we utilize for our clients:
- Paid Search, or Pay-Per-Click: PPC campaigns are matched with custom landing pages for lead capture.
- Retargeting: Increasing leads and conversions by targeting audiences with offers when they do not convert the first time around on your website.
- Affiliate Marketing: If it makes sense for your business, we’ll seek out affiliates willing to promote your product/service on their websites.
- Social Media Ads: We buy Facebook ads, LinkedIn ads, and Twitter ads, again, attracting audiences to custom landing pages.
- Email Nurture Campaigns: We plan, develop, and implement email campaigns that shorten cycles and increase close rates.
MediaMark Spotlight’s lead generation approach ensures creation and implementation of the right content that also recommends best practice elements such as strategic offers, landing page design, web form optimization, and website persuasive elements (commonly called Conversion Architecture). All lead generation programs are measured and optimized consistently in order to bring the most effective and efficient leads to your business. For more information on our lead generation services, contact us now.
BUSINESS TO CONSUMER (B2C) LEAD GENERATION (By increasing Website Traffic)
So, you have a business and a website… Now you need a solid plan to drive traffic to your site for your target audience to learn more about your business. It’s all about engaging your prospects in a way that converts them into buying customers. Your ultimate objective is to have them make an online purchase from your company!
MediaMark Spotlight will create a strategy to include the right messaging with the most effective ways to reach your target audience. It will be a detailed plan building awareness of your brand, that attracts and engages website visitors so they ultimately make an online purchase from your website. Once the plan and budget are approved, we’ll provide full implementation and thorough tactical execution. We’ll constantly optimize this process to ensure your desired results. We’ll also provide monthly measurement reports along with empowering strategic recommendations.
Our strategic website traffic building plan encompasses a number of tactics, including:
- Search Engine Optimization, SEO (link): Using best practice techniques to increase your search engine visibility locally, regionally, and/or nationally.
- Paid Search: Ads on Google or Bing can drive immediate traffic to your website. We manage the entire campaign; from keyword strategy through bidding to conversion analysis.
- Online Display: Banner ad campaigns are effective branding media best suited with proper offerings to generate quality traffic. We’ll create effective campaigns – from local/regional options to national ad networks and exchanges.
- Social Media Ads: Facebook, Twitter, Tumblr, Instagram, and Video ads on YouTube offer a variety of targeting and ad unit options; we’ll choose the optimum mix for you.
- Email List Rental: We’ll research a variety of sources to secure targeted email addresses for email marketing tactics best suited for your business.
In addition to the above listed tactics, we’ll recommend creative strategies and landing page offers to capture customer information and thus build your database. At MediaMark Spotlight we understand the proper digital strategy is more than just increasing website traffic; so we use analytics to monitor how that traffic engages with your website, and if that traffic converts into leads or sales. As stated earlier, we’ll monitor your tactical campaigns consistently in order to provide the most effective and efficient plan possible for your budget.
For more information on how we can help grow your website and digital properties, give us a call.