Marketing Systems that Work
Below is a MRR and PLR article in category Business -> subcategory Sales.
Marketing Systems that Work
Introduction
Many businesses struggle with generating sufficient sales leads, which can severely impact sales teams and revenue. While some companies neglect lead generation altogether, others rely on partners, trade shows, or existing customers. However, those with effective systems for generating quality leads have a significant advantage. Inadequate lead generation puts businesses at risk of losing market share to competitors using smarter tactics. Fortunately, creating a simple marketing system to generate fresh leads is achievable. If your business is short on sales leads, this guide is for you.
Informational Marketing Produces Sales Leads
Despite having a marketing budget and team, many companies find that leads trickle in slowly and lack quality. Shifting to response-driven direct marketing can improve this by collecting accurate data on lead generation processes. By tracking lead sources and campaign effectiveness, companies can make targeted improvements, potentially increasing lead results by 100% to 1000% without additional spending. This not only reduces the cost per lead but also boosts qualified opportunities.
Companies that sell a variety of products, such as distributors and manufacturers, often rely too heavily on partners for leads. Building a self-sufficient lead generation system focused on their unique expertise and problem-solving abilities can strengthen their position. This approach positions the company as an industry leader rather than merely a vendor.
Becoming a Thought Leader through Market Information
Writing articles for trade magazines can establish a company as a thought leader and position the author as an expert, moving beyond the typical sales persona. Reprints of these articles can serve as excellent materials for prospects and customers, with each repackaging offering multiple lead generation opportunities.
To maximize this effort, investigate industry publications and local organizations interested in your expertise. A polite inquiry to editors or chapter heads can provide new opportunities. Press releases about noteworthy developments may be picked up by newspapers, potentially leading to feature articles.
Publishing articles won't generate an abundance of leads on its own. It's crucial to offer something that encourages readers to take further action, such as a free report or white paper. For example: "XYZ Sales Company has released a free report, '10 Tips To Reduce Maintenance Costs for Power Supply Systems.' It's available free of charge. Just call (555) 123-1234 or email tips@xyzsales.com to receive a copy."
Creating Valuable Informational Pieces
Creating such guides is straightforward. Gather your sales team for a brainstorming session. Use discussion prompts like: What are our prospects telling us? What problems can we solve for our customers? What conversations are our prospects having?
Tap into the expertise of your team to identify common industry challenges that your company can address. Summarize these insights into seven to ten key issues and craft solutions for each. Avoid platitudes and focus on genuine problem-solving to create a guide that's valuable to prospects. Remember, potential customers are interested in solutions to their persistent problems, not company history.
Turning Information into Profits
Once your report is ready, it’s time to leverage it for lead generation:
- Print copies at a local print shop.
- Send postcards to a targeted industry list.
- Fax current customers and opt-in prospects.
- Email your customer and prospect lists.
- Feature the report in your newsletters or others.
- Highlight it on your website.
- Use it in a press release.
- Base magazine articles on it.
- Even consider expanding it into a book or using it for infomercials.
Informational marketing significantly outperforms traditional marketing methods. For instance, whereas traditional product information postcards might yield a 1% response rate, problem-solving postcards can achieve a 10% response rate.
Consider crafting attention-grabbing offers, such as:
"Troubleshooting Guide Solves Product Issues"
XYZ Sales Company is offering a free guide, "The Fast Troubleshooting Guide to Solving Widget Production Problems." This guide helps users quickly solve widget issues with ease, covering:
1. A little-known trick for solving elusive widget problems found on page three.
2. Common installation issues and their predictable solutions.
3. Identifying faulty devices and the necessary tools for each issue.
The guide is free to anyone who contacts XYZ Sales Company. Promote the offer via press releases, faxes, postcards, and online platforms.
This approach builds valuable relationships with prospects and customers. Caution: Avoid rushing into traditional sales pitches, which can derail the relationship-building process.
Conclusion
Implementing this strategy requires effort, but the payoff is substantial. By focusing on informational marketing and leveraging your unique expertise, you can create a robust lead generation system that fuels business growth.
For more insights, stay tuned for our upcoming paper, "Secrets of Google Adwords: How to Turn Your Business into a 24/7 Lead Machine." Send a request to info@dataforcecrm.com to receive it directly in your inbox.
Jim Romano
Marketing & Sales Lead Management
[DataforceCRM.com](http://www.dataforcecrm.com)
817-886-0380
You can find the original non-AI version of this article here: Marketing Systems that Work.
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