Martine Meijburg and Rianne Klaren from Second Degree explain how you can generate leads with content. Martine gives an example of Toyota. They offer good information provision in the run-up to the purchase, but once you have bought a Toyota, it stops. No follow-up, no registration in ‘My Toyota’, no choice in garage.
Last month, Toyota created a showcase page on LinkedIn. ‘Good initiative’, thought Martine. She started following this page and was immediately confronted with the action ‘Win a mini-sabbatical to Jamaica’. If you have participated, this will be shown on your own LinkedIn page. ‘Very annoying’, according to Martine. Her advice: ‘Don’t waste your money on an expensive campaign, while you have no idea what the needs of your target group are.’
Start informing
First, inform people and try to learn as much as possible. By starting with informing, you can get to know your target group. venezuela phone number library Martine and Rianne use the model of touch, to tell to sell. Dqna developed this model based on the McKinsey ‘consumer decision journey.’
Make sure that 80 percent of your content is engaging and only 20 percent is commercially oriented.
Touch
The initial customer contact
phase is the most important. Immerse yourself in your target groups. Look at their needs, look at their profile, what is going on, which groups do they follow? But also use your own supporters, ask your account managers what is going on and include them in your campaign. Make sure that 80 percent of your content is engaging and only 20 percent is commercially oriented.
Tell
You are trying to convince the potential customer that the product should be purchased. In this phase, it is of the utmost importance that you only focus on users who have already shown an interest in the product. Jason Fried ‘s quote shows how important it is to put the user first: “‘Here’s is what our marketing list product can do’ and ‘Here’s what you can do with our product’ sound similar, but are completely different approaches.” For example, publish a whitepaper in which you conclude with the text: what skills will future workers need to succeed? ‘if you are interested, come and have a cup of coffee with us’.