How to find prospects on the internet? "How to GENERATE prospects on the web?".
As a B2B marketer on the web, I often get asked the question "how do we find prospects on the internet?". Being full of good will, I would like to answer this question to the best of my knowledge, but the problem is that this is unfortunately not the right question to ask!
In fact, with the web it is not you who should look to find prospects, but your prospects should find you! So rather than asking "how to find prospects on the internet?" we should rather ask the question: "How to GENERATE prospects on the web?". This new situation is mainly due to the fact that B2B marketing has evolved from an interrupt logic (outbound marketing) to a logic of permission (inbound marketing).
In this article I will try to explain how marketing has changed (for the better!) And how to generate leads with your website rather than wasting your time looking for leads on the internet.
How marketing has changed through the Inbound Marketing
In fact, with the web it is not you who should look to find prospects, but your prospects should find you! So rather than asking "how to find prospects on the internet?" we should rather ask the question: "How to GENERATE prospects on the web?". This new situation is mainly due to the fact that B2B marketing has evolved from an interrupt logic (outbound marketing) to a logic of permission (inbound marketing).
In this article I will try to explain how marketing has changed (for the better!) And how to generate leads with your website rather than wasting your time looking for leads on the internet.
How marketing has changed through the Inbound Marketing
Previously, outbound marketing was king. Our message was pushed to a specified target hoping phish few fish passage. Now that everyone is tired of seeing advertising everywhere and throw almost all the contents of their mailbox directly to recycling, we begin to see things change. This change what names the inbound marketing
The Inbound marketing is a form of marketing that, rather than drown his audience with a message, let your target itself claim your advertising and informational content. Thus, you will not disturb anyone and you can focus your efforts on the real prospects who are potentially interested in being customer a day.
How to generate leads on the internet?
To generate leads online using inbound marketing, you need to attract anonymous visitors (acquisition) to transform visitors into known with the help of your website (conversion) and then to establish a relationship with them.
First of all, everything is a matter of first contact and permission. To do this, you must first develop a prospective acquisition strategy more robust in order to bring about this web site.
Acquisition Strategy 101: The Paid-Owned-Earned model
Model Paid Owned Earned
Paid media (Paid media): Paid media is media that does not belong to you and for which you have to pay a sum of money to have your forum. On the web, we often think of advertising which may take the form of paid search (Adwords, Bing ads, etc.), advertising on social media (Facebook Ads, Ads LinkedIn, Twitter Ads, etc.), affiliate marketing, or online display advertising (Google Display, etc.).
Owned media (Owned media): Inmates media is media that belong to you and on which you have the right and the opportunity to have a platform that allows you to initiate and track your target to bring further in its procurement process. On the web, the media are mainly held your website and your various social media presences. In this context, having a content strategy supported by the community and SEO management (SEO) will be your main asset to acquire visitors to your site.
Media acquired (Earned media): Media acquired are media that you do not own and for which you need to develop considerable effort to get a podium. This is the time when the target becomes the media. For example, include all the noise about your brand and your products on social media, forums and blogs. At first glance, this may seem out of control, but there are strategies to be developed to control these media. The concept of a guest blogger and interaction with influencers are part of the tactics that you can consider!
Then, after you have managed to attract people to your website through your acquisition strategy, you will turn them into known visitors through a conversion strategy to establish a first contact and get permission contact them so that they may become prospects ... and customers.
The Inbound marketing is a form of marketing that, rather than drown his audience with a message, let your target itself claim your advertising and informational content. Thus, you will not disturb anyone and you can focus your efforts on the real prospects who are potentially interested in being customer a day.
How to generate leads on the internet?
To generate leads online using inbound marketing, you need to attract anonymous visitors (acquisition) to transform visitors into known with the help of your website (conversion) and then to establish a relationship with them.
First of all, everything is a matter of first contact and permission. To do this, you must first develop a prospective acquisition strategy more robust in order to bring about this web site.
Acquisition Strategy 101: The Paid-Owned-Earned model
Model Paid Owned Earned
Paid media (Paid media): Paid media is media that does not belong to you and for which you have to pay a sum of money to have your forum. On the web, we often think of advertising which may take the form of paid search (Adwords, Bing ads, etc.), advertising on social media (Facebook Ads, Ads LinkedIn, Twitter Ads, etc.), affiliate marketing, or online display advertising (Google Display, etc.).
Owned media (Owned media): Inmates media is media that belong to you and on which you have the right and the opportunity to have a platform that allows you to initiate and track your target to bring further in its procurement process. On the web, the media are mainly held your website and your various social media presences. In this context, having a content strategy supported by the community and SEO management (SEO) will be your main asset to acquire visitors to your site.
Media acquired (Earned media): Media acquired are media that you do not own and for which you need to develop considerable effort to get a podium. This is the time when the target becomes the media. For example, include all the noise about your brand and your products on social media, forums and blogs. At first glance, this may seem out of control, but there are strategies to be developed to control these media. The concept of a guest blogger and interaction with influencers are part of the tactics that you can consider!
Then, after you have managed to attract people to your website through your acquisition strategy, you will turn them into known visitors through a conversion strategy to establish a first contact and get permission contact them so that they may become prospects ... and customers.
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