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B2B Lead Generation The New Normal


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The Digital world has permeated every aspect of our daily lives, from the way we spend our time, to the way we spend our money. It has changed the way we communicate, and it has really changed the way we seek and receive information.
Businesses are recognizing this shift from offline media to online media, and realizing that in order to acquire leads, build targeted traffic and convert more customers in the new normal, they have to start measuring different metrics.
In the new normal, Digital Consumers are looking for products and services on Search Engines, instead of yellow page directories, newspapers, magazines and other offline media. Digital Consumers use email, blogs, social networks and various sites to share with more people then ever before.
Some of you may be dipping your toes into SEO, and others may be doing some Social Media. If you are publishing content, then you may unknowingly be doing content marketing. These three commonly used marketing tactics, that when executed together on a consistent basis can produce some really great results and it is what smart marketers have figured out. Conveniently named ‘Optimized Content Marketing’. We will get to that in a minute… but first

Content Marketing is the Oldest and Newest form of marketing – getting a lot of attention and is really defined as ….
Here long before SEO or Social Media
Once we know what content to write, we start optimizing each page for search engines.
The perfectly optimized page is constructed according to Google’s webmaster guidelines and I have given a visual sample here.
We create the page and focus on website usability and internal architecture.
These pages also target “long tail” searches that will bring a steady stream of visitors looking for the relevant content that you are providing
Adding content regularly will create an asset out of your website
When you combine these three commonly used marketing tactics (SEO, Social Media and Content Marketing), you can produce some really great results.
Optimized Content consists of: web copy, press releases, blogs, case studies, white papers, how to guides that have all be written for and optimized for the keywords your prospects are using to try to find your business and more importantly keywords that are driving traffic and conversions.
This is a game-changing attitude shift.  Expect more businesses to change advertising spending away from “more and more” leads to focusing on reaching fewer, but more targeted and qualified lead pool.  Expect some companies to crack the code in how to use social media and targeted PR to drive traffic and improve search positions in order to fill their pipeline.  In addition expect some to make more strategic investments in creating content to keep leads engaged throughout the process.
Figure out the keywords using a keyword research tool and remember you can filter the data and get to what a mobile searcher is looking for.

Published in: Marketing, Business, Technology
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B2B Lead Generation The New Normal

  1. 1. B2B Lead Generation: The New Normal Jamshaid  (Jam)  Hashmi     CEO  &  President     @jamshaidhashmi  
  2. 2. Digitization The transformation of data from offline (physical) to online (digital)
  3. 3. Did you know…?   Sales  metrics  are  changing  to  reflect   changes  in  buyer  behaviour      
  4. 4. In the New Normal How do people make buying decisions?
  5. 5. The  power  of  3  
  6. 6. Lets  discuss  these  3  common   markeCng  tacCcs  in  greater  detail  
  7. 7. Content Marketing – Old and New   Official  DefiniCon:       “Content  Marke<ng  is  the  art     of  understanding  exactly  what  your  prospects  and   customers  need  to  know.    Then  delivering  that  content   to  them  in  a  relevant  and  compelling  way  to  grow  your   business”        -­‐-­‐The  Content  Ins.tute  
  8. 8. SEO-­‐-­‐Perfectly  Op-mized  Page    
  9. 9. What  is  Social  Media?    media  is  basically  a   social conversaCon   Hi!   Did  you   hear?   You  won’t   believe...   What’s  up?  
  10. 10. What  is  Social  Media?   •  Using  Networks  such  as:  
  11. 11. The  power  of  3  
  12. 12. OpCmized  Content  MarkeCng   New  Normal  DefiniCon:   “OpCmized  Content  Marke<ng  is  the  art    of   understanding  exactly  what  your  prospect  and   customers  need  to  know  and  deliberately  producing   opCmized  content  based  on  keywords  that  are   driving  organic  search  traffic  and  conversions.    Then   delivering  that  opCmized  content  in  a  relevant  and   compelling  way  to  grow  your  business  by  socializing   the  content  through  your  organizaCon’s  social   networks.”        -­‐-­‐Krista  LaRiviere,  gShiN  Labs  
  13. 13. Focus on Engagement vs Lead count. Implication: Businesses are moving away from “how do I generate more leads” to “how do I engage qualified buyers.”
  14. 14. Where  to  begin?   Start  with  quesCons  about  Audience   •  •  •  •  •    Who  is  the  customer?  What  do  they  care  about?     Where  do  they  discover  content?     What  formats  do  they  prefer?     What  mo<vates  them  to  act?     What  stories  will  we  tell  to  align  brand  &  customer   goals?    
  15. 15.  Next…   •  Keywords:  Broad  &  Category  (even  mobile  keywords)     •  Content:  Resource  Center,  Blogs,  Social  Content,  Media     •  OpCmize:  Corp  Site,  Ar<cles,  Blogs,  Digital  Assets,  Videos     •  Socialize:  FB,  LinkedIn,  G+,  Slideshare,  Twi]er,  YouTube     •  IntegraCon:  Marke<ng  &  PR     •  Measure:  Non-­‐Brand  Keyword,  Traffic,  Social  KPIs,  Leads,   Conversions  
  16. 16. Hub  =  Blog  =  Website    
  17. 17. SEO  &  Social  Media  Work  Together   •  Just  adding  pages  and  pages  of  content  as  an  SEO   strategy  doesn’t  cut  it  anymore   And  I’m  Social  Media.   •  Social  Media  is  the  new  way     to  take  your  SEO  strategy  to     Hello.    I’m  SEO.   the  next  level   •  Social  Media  increases  the     number  of  high  quality  links     and  targeted  traffic  
  18. 18. Changes  &  Updates  
  19. 19. Remember  the  old  adage..       Slow  and  Steady  Wins  the  Race!     ‘If  you  slowly  and  consistently  implement  this   strategy,  you  will  be  ok…’  
  20. 20. Remember  the  old  addage..       Slow  and  Steady  Wins  the  Race!     ‘If  you  slowly  and  consistently  implement  this   strategy,  you  will  be  ok…’  
  21. 21. In  the  new  normal…   Fast  and  Consistent                                      Always  Beats  Slow  and  Steady!  
  22. 22. Ques<ons?   Contact:   Jam  Hashmi