Technology companies are often seen as market leaders because of their cutting-edge innovations, but sometimes they can struggle a bit when it comes to lead generation. If you’re a tech company that has had trouble generating high quality leads, don’t worry, you’re not alone. You might be a tech God in the area of Fintech, Biotech, or Software, etc but that doesn’t mean you’ve got the scoop on what works in marketing today.
We all want leads.
Lead generation is the finding and developing of potential customers with whom you will ultimately do business. In the past, lead generation largely involved having unsolicited conversations with people who had never heard about your business before. Businesses were responsible for reaching out and educating their target market, through channels like LinkedIn or cold-calls. It wasn’t very personable and it definitely wasn’t an exciting way to do business.
Today, people are much more self-reliant. They search for information themselves, based on their needs, and research all of their possible options – all without having to leave the couch if they don’t want to.
Before the Internet really blew up, businesses held all of the power. You could withhold information about your business from customers until you got something of value in return. This meant that customers were forced to be more invested in the transaction right from the beginning. So while lead generation used to be all about finding customers, now it’s about being found and then developing and nurturing long-standing relationships from there.
The tech industry is constantly evolving and first movers tend to have a big advantage over their competition. Because B2B lead generation has changed recently, it’s important to understand how your business can leverage the new market behaviours to become more competitive and start making those ever-valuable leads. Nowadays it’s not just about having an informative website or LinkedIn page, but that’s a good thing! Companies can get creative with their content and design, setting them apart from the competition and showcasing their unique business solutions.
Because more and more tech companies are popping up, the saturation of content in the market is inevitable. It’s simple: you’ve got to have something that provides specific value to your target audience in order to draw them in.
So, the question is:
Do you want to be part of the saturation problem, or do you want to stand out?
I gave a talk in Dublin recently where I brought along a packet of rich tea biscuits, and some super rich chocolate cookies. Which one do you want to be?
With B2B lead generation, the content you create should explain your company’s value in a way that makes sense to people who work in a different field than you and could benefit from your expertise. So keep it simple and get to the root of your message.
How do you get started?
First, you really need to learn about your audience and what exactly they are looking for. Aside from knowing what they are searching for, you should also know why they are looking. This will help you better understand their underlying problems. Avoid using vague language as much as possible. People want to know what exactly your business can provide them with that others’ can’t. If you can present a clear solution to their problem, you’re that much closer to generating profitable leads.
Once you know how and why your audience is searching for information, the next step is to produce content for the different stages of the buyer’s journey. The buyer’s journey is made up of the different steps that a buyer goes through from first becoming aware of a company to considering and evaluating it, through to the decision to actually make a purchase.
Think of this process as a funnel. It starts out broad and includes a large audience but as the process goes on, it becomes narrow and more targeted because only those who are interested continue searching and interacting with your business. If and when someone makes it to the bottom of the funnel, you can be pretty sure that you have an interested and engaged audience.
Most buyers won’t actually make the leap and reach out to you until they are well into the process but you still have to have content for all stages to make sure you are being discovered and considered, before the actual conversion takes place.
What are the different types of content?
This content needs to answer questions and include informational keywords because it will be the first stop for an audience that has just begun it’s search. You should have gated content such as ebooks and guides to offer in exchange for the buyer providing an email address. This small step can help get your foot in the door for future interactions.
As there is movement further along on the buyer journey, the type of content you create needs to evolve as well. In the middle-of-the-funnel, you need to make content that is directly related to the products or services that you offer so that the customer can start to differentiate you from your competitors. From here, they can begin to evaluate which offer will suit their needs best. You should also have more gated content available at this stage as well, possibly in the form of upgraded materials and site access.
If the potential customer reaches the bottom-of-the-funnel, it’s clear that they are fairly interested in your offer but they might be hesitant for whatever reason. The content at this stage should help overcome those purchase objections. This could come in the form of reviews, comparisons and testimonials, as well as addressing Frequently Asked Questions. You might consider to offer gated content like free trials to encourage them to take the final step. If the content you have offered up until this point has been engaging enough, you’ll likely have an email list of people who have made it at least part-way down the funnel and become leads.
For tech companies trying to compete in markets that are getting more and more saturated, generating high quality B2B leads is extremely important for creating new business opportunities. It can tend to be very time consuming to first create and then communicate the type of content that will make you stand out from the crowd. If you’re feeling a bit overwhelmed Brightspark is happy to help alleviate some of the burden so you can focus on running your business.
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