The Secret Sauce of Lead Conversion: Online Fuels Offline
Have you ever considered that there might just be a formula for maximizing your business’s lead generation? If your B2B company is focused on lead generation (and let’s face it, who’s not?) there’s often a key component of lead gen that marketers are overlooking. And you know what? It’s not more content. Today, everybody’s smoking the “content is king” crack and wants to be in the content marketing business. While companies scramble to get their arms around that, rush to create and publish content and then sit back and wonder why the leads aren’t rolling in, c-suite execs and shaking their heads and declaring that there’s no ROI in content marketing and calling it a massive fail. The truth of the matter is that content, on its own, isn’t going to drive leads. You’ve got to factor in other extremely important components of an integrated marketing strategy, including SEO, the user experience you’re serving up and how you’re using social media. Lastly, if you really want to be successful at attracting and converting leads, you’ve got to understand how to connect what you’re doing offline with what you’re doing online. One rarely works without the other.