Feb 23, 2017
Lead Generation Made MSPeasy: Inbound Marketing
One great strategy for generating quality leads is by offering gated content such as eBooks, webinars or videos, that require a user to fill out a form with their contact information in order to access them. This can be a particularly effective approach for generating solid prospects because it allows you to capture a lead while simultaneously gathering intelligence about them. For example, if someone is interested in attending a webinar about accounting best practices for small businesses, they may be interested in purchasing small-business accounting software as well.
This is referred to as inbound marketing, the practice of using content to attract and engage a target audience with the objective of driving sales. For inbound marketing to be effective, you need to offer relevant and informative content that builds a meaningful relationship with your audience.
To build a following around the content you deliver, it’s important to develop your own voice and perspective on a topic. After all, no one wants to read a long-winded, boring blog post with nothing new to add to the conversation. You need to inject some personality into your work. Make sure you focus on topics that are most relevant to the target audience of your business. For example, the owner of a small craft brewery probably doesn’t care care about the tech specs of a cool new firewall appliance. That is likely a bit too technical for that sort of business owner. However, they may respond to an article about another small business that avoided a security breach with a great technology in which you provided.
Current events are another fantastic way to capture attention and put your services into real-life context. And with all the data breaches going on these days, those articles shouldn’t be difficult to find and write about. Lastly and most importantly, quality is always better than quantity when it comes to any content you deliver, particularly on your blog.
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