In a business group meeting recently, I came across a problem. One of my colleagues shared that they were not getting enough top of the funnel leads, even with all the social, email and paid digital activities their team had invested in.
What are top of the funnel marketing activities? They are campaigns that generate brand awareness to get more people interested in your products or services. This key educational stage of the customer journey can be complicated and time-consuming for B2B, making it necessary to understand and speak to your customers’ multiple pain points. In fact, Demand Gen states that the average sales cycle for B2B can run up to three months. In 80% of sales, up to six decision-makers can be involved, making it crucial to spend the time and resources to nurture these leads.
In a way, this step is necessary in building a pipeline of leads who are ready to talk to you. Good leads pouring in at the top of the funnel translate into faster customer acquisition at the bottom of the funnel. And according to HubSpot, businesses that build and nurture their leads through this sales funnel get 50% more sales-qualified leads at 33% lower cost per lead. So, what is my colleague doing wrong with their campaign and how can their team correct it to fill the top of their funnel with qualified leads?
They are looking in the wrong place to solve the problem. Here are three key strategies to consider.
1) The Smallest Viable Audience
User profiling your target customer will help you get your message in front of the right customer base who has the pain point that you can solve. If you are able to profile an initial, smaller target group correctly and accurately―the smallest viable audience―your products and services will appeal to them. Knowing your ideal audience and their preferences and creating your story to make them believers is the first step. Once you deliver above and beyond expectations, you can turn them from viable audience members to early promoters, who are like a silent, word-of-mouth sales team.
2) The Secret Lies In The Messaging
Analyzing the problem from a customer perspective is key. If you are not getting the right kind of leads, then there’s a good chance your messaging is off. Even though you know your product or service can solve the problem, if you don’t position it correctly, you won’t get any action out of the target group. So, take a step back and revisit your messaging. Identify what your customer wants and what you can offer that matches their needs. Find creative ways to present your solution. And this is not just in one place, you may need to update your messaging across all touchpoints―email, website, and social platforms.
3) Variety Is The Spice Of Life
This saying holds true in the digital marketing world. There are multiple ways to create and communicate effectively online. You can craft your messages in the form of videos, infographics, slideshows and more to influence potential customers through various touchpoints. Incorporate a variety of messages across your social media, email marketing, and especially your website, where customers understand your brand most. Instill collaboration among your marketing, design, and product and service development teams for an innovative and cohesive approach among the diversity of stories you showcase.
Digital marketing rarely works in a straight line! There will be diversions to the path that you take to achieve your goals. Identifying the problem, correcting it fast and continuously monitoring your results to stay on track or change course will help you succeed.
Take a problem-first approach―locate the problem and invest resources to correct it.
