Ben Hollom tells us how great content can generate leads

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What are the challenges?

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• It’s a numbers game… and the numbers are stacked against you
• Poor quality of data – wrong person / left the business…
• Gate-keepers blocking access / email screening…
• Timing – Too soon / too late / not available / not in a good mood…
• Keeping in contact - How soon is too soon?
• 98% of 1.78m in recent on-line survey said calls made them “angry”

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Personal Brand Activation
& B2B Lead Generation

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What are the benefits of a strong brand?

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• Recognition & trust
• Acts as a ‘short cut’ in the decision making process
• Creates loyalty and advocacy
• Enables you to command a price premium
• Provides a vital differentiator / competitive edge, especially
when the market is competitive
• Provides a platform for growth

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Why is a strong personal brand so important?

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• Recognition & trust
• Acts as a ‘short cut’ in the decision making process
• Creates loyalty and advocacy
• Enables you to command a price premium
• Provides a vital differentiator / competitive edge, especially
when the market is competitive
• Provides a platform for growth

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People buy from people.
By activating your ‘Personal Brand’, you can establish
yourself as a trusted thought leader in your field
Benefits = Visibility & Credibility
• No such thing as a ‘cold’ call / e-shot
• Credibility and trust attracts advocates and clients
• Helps you stand out from your competitors
• You’re more than ‘just another salesman’

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Great content drives a process

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• Amplify content to grow your reach
• Build a ‘clean’ database of potential clients
• Build your reputation as a credible expert
• Drive targeted traffic to your website (via content)
• Cultivate relationships
• Convert these relationships into leads/opportunities
LinkedIn & Twitter can help you grow your audience
and then convert them into loyal clients and advocates

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It won’t look like…

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A sustainable content plan…
Curated:
Topical, relevant content shared from credible third party sources, posted on a
regular basis to keep the plan ‘ticking along’
Created:
Level 1) Topical content, repurposed to read like an opinion piece with
supporting material from a credible neutral source.
Level 2) Lightweight – Top tips, hot topics, ‘how to’…
Level 3) Thought leadership

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• Amplify content to grow your reach
• Drive targeted traffic to your website
• Build your reputation as a credible expert

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Position key individuals as thought leaders

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Position key individuals as thought leaders

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Build a ‘clean’ database of potential clients with LinkedIn Sales Navigator
ResetFunction: Marketing × Seniority: Director ×
Location: United Kingdom
Current Company: Carphone
Warehouse
View potential prospects & save leads
View details of potential prospects & save leads that you
want to receive updates on.
Go to Account Pages to get new lead recommendations
based on your preferences and the types of leads you’ve
saved in the past.
Check who viewed you
Your activity drives views of your profile. Engage with
relevant people who look at you. Get the whole list of
people who have viewed you in the last 90 days. Reach
out to people interested in you or save them as leads
Proactively search

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Cultivate relationships & convert them into leads/opportunities

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Summary of activity
1) Identify targets
• Define target criteria
 Sector/industry
 Size of company
 Location
 Typical Job title/role
 Interests
 Content they are likely to engage with
• LinkedIn Sales Navigator search
• Twitter searches
• Add to watch lists in LinkedIn Sales Navigator
and Twitter
• Existing data – CRM / Prospect lists etc
2) Warm them up!
• Contribute –
 Content (Created & Curated)
 Comments
 Share knowledge/experience
 Use Li groups to maximise reach, grow audience,
and drive website traffic
• Social ego stroking – Monitor activity for
opportunities to interact with them (Like, share,
comment)
• Follow them on Twitter / LinkedIn
• Monitor their interactions with you (profile views,
engagement) and wait for the right moment to
reach out and make direct contact in whatever way
is most appropriate
3) Outreach
• Thank those who follow on Twitter and ask if
they’d mind connecting on LinkedIn
• Comment on their posts and steer them to your
own content on a similar subject
• Ask for their ‘valued opinion’ on a subject or
conduct surveys
• ‘I know it’s cheeky but, I’d love to chat to you
about…’
• Tailor first direct contact – find the best angle

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