How do you attract the attention of a total stranger?
That’s THE biggest problem for most B2B marketers. B2B lead generation starts
with this step. But it is very hard. If they don’t know you, they don’t trust you. So what do you do to attract those ideal prospective customers?
Here are my five tips to engage new customers:
- Understand your buyers REALLY well.
Buyer personas are an ideal starting point. The better you know someone, the better you can talk to them. Make sure you understand their problems, whom they trust, where they turn for information, and what they also care about. (e.g I’m a proud graduate of the University of Notre Dame, so for me it is God, Country, Notre Dame.)
- Create awesome content
See my blog post on tips from Made to Stick for specific ideas. Humor, thought leadership, videos, narrated Slideshare presentations, etc. Which should you use? Yes!
- Share that content everywhere
You want it very easy to find. So share it on Facebook, Twitter, Linkedin, Slideshare, YouTube, Digg, Delicious, Reddit, StumbleUpon, etc. The broader you distribute it, the easier it is to find.
- Search marketing
Find a handful of really good keywords and start networking to build links. You want customers who have needs and search online to find you. Remember, search today is based on popularity – inbound links. You don’t need a search marketing firm, necessarily. I use Wordtracker and their LinkBuilder tool. And Hubspot offers websitegrader.com too.
- Network like crazy
Find the thought leaders, the industry experts, and the gurus. Get yourself known by helping them.
You should also look for Trigger Events – happenings at their side that put them in, as Craig Elias says, the Window of Discontent. Maybe they just raised capital. Maybe they just hired a new Chief Marketing Officer. Figure out which trigger events are important to you – maybe FDA approval matters (if you sell to pharma companies). That’s how you know when to make contact – when they are receptive. OneSource (our client) has a great product for this called iSell.
Do you have any other suggestions for engaging new prospective customers?
“If marketing to marketers is like cooking for chefs, Jeff Ogden of Find New Customers is the Wolfgang Puck of marketing. His insights, instincts and ingenuity about getting customers engaged and keeping them involved are well-known in the industry. And, he’s a heck of a nice guy to boot. I wouldn’t hesitate to work with Jeff now or in the future.” Steve Gershick, Founder of DemandCon.
What do you think? We love comments and people who share.