Lead electromagnets
The idea of B2B lead magnets is hardly new but it's something which has come up recently with a couple of clients. It's usually a pretty simple process - asking a website visitor to exchange their email address for a white paper. But it's basic. It's transactional and has limited value for either party.
I know, I know - you spent ages on that white paper content and then perfected the design... But think about all the white papers you downloaded and compare that with the number you read. And re-read. And then went on to purchase something from the author.
It goes back to a time when clicks were easy/cheap. But the numbers don't stack-up anymore.
You need something more powerful than a lead magnet, maybe a lead electromagnet...
So what's the difference? It's all about customer value. If you can provide something that the customer truly values, not only will you stand a chance of collecting their data (with the all-important marketing permission), but there's a better chance they'll engage with your nurture journey.
Value comes from:
Here's the truth: it won't be easy. (And it's probably not a webinar, before you ask.)
However, I firmly believe that if you start out demonstrating the value you can offer, you'll deliver higher-intent leads who are more likely to convert in the long term.
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Calling on founders & CEOs:
Get out, get walking & get talking
Being a business founder or CEO is tough – the people who best understand your challenges are other founders and business leaders. Join a small group for a countryside walk (up to 10km), chat, network and enjoy the peace. Lunch is included at a local pub.
No vendors, no sales pitches, just walking & talking.
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Obligatory government story
The new UK government spent their first week acting like a start-up - the pace of activity was pretty breath-taking. My favourite moment came from the Policy statement on onshore wind - 72 hours into government and planning policy is changed with the words "These changes take effect today".
I was also pleased to see the appointment of the Carbon Trust's CEO Chris Stark as one of the best/worst* job titles I've seen: Head of Mission Control for Clean Power 2030.
Even in opposition, Ed Miliband claimed secure, cheaper carbon-zero electricity to be his North Star.
Let's see if the pace continues and the government can actually deliver.
*delete as applicable
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Coaching
I recently launched three coaching streams - for:
Enjoy the summer (haha) - see you back here soon
Richard