Friday, July 18, 2014

Don’t believe these 6 Superstitions about B2B Lead Generation

What’s even worse is that despite of the challenge to utilize every strategy conceivable, marketers seem to be bound by certain beliefs that, although technically illogical, constrain them from using the full potential of their marketing campaigns.
A post from highlights these ‘superstitions’ and why you shouldn't fall for such tall tales. Here’s an excerpt from that post:
1. Never Schedule Emails on a Friday
Did you send an email blast today? On a Friday?
Let’s be realistic. Most people carry their email in their pocket. They’ll open it when they open it, regardless of whether you sent it on a Monday or during a solar eclipse.
2. Good Content Comes in 10’s
It’s perfectly acceptable—even preferable, if you’ve covered everything on your topic—to publish a Top 6 list, a 9 Steps article, an 8 Benefits blog, or a 7 Signs guide. Marginal list items are annoying, which is why this blog post stops at six.
3. Visual Content Is for Products; B2B Shouldn’t Cross the Line
Visual content is huge. But many B2B companies are still skirting this terrain like it’s the Bermuda Triangle.
Want to know what’s legitimately frightening?  The average person’s attention span for text. And the fact that written content is processed 60,000 times slower than visual content.
There are a million ways to incorporate visual content—including original photos, video, and infographics. In fact, studies show infographics yield 12 percent more traffic than other forms of content.
4. Mentioning Competitors is Dangerous…
…like saying “Bloody Mary” in front of a mirror three times. Your professional rivals will emerge from darkened corridors and haunt your lead gen efforts for all eternity… Or not.
Used strategically, outbound links offer SEO benefits. Plus, competitor mentions may help you more clearly define your own unique value proposition—for yourself and for your audience.
5. Content Calendars Must Be Obeyed
Creating an editorial calendar is a great way to ensure your outsourced marketing team is delivering fresh, relevant information to your prospects, who are often at different stages of the buy cycle. Calendars can incorporate your priority keywords, targeted answers for different personas, and upcoming events that deserve mention.
6. Blogs Should Never Be about Your Products or Services
This superstition comes from a good place, but ends up scaring too many marketers into downplaying their work. Just like with social media, there’s a balance to be struck between helping and promoting. Sometimes the same blog can do both.