Want to generate leads? Learn how to tell your story.

How did your company come to exist and why? Can you explain it in an interesting, engaging and memorable way? In business, (especially if you want to generate leads), knowing your story, and how to tell it, can literally make the difference between connecting with a client, or not.

 According to The Black Report, only 17% of over 300 executives surveyed actually reached their lead generation targets. When we take a closer look at what those companies with the best lead generation results were doing right, it’s no accident that 73% of them had a well-defined, clearly articulated value proposition. Not only do they know their story and how to tell it, they have found a memorable way to explain the difference their company can make for their customers.

Generate leads by storytelling, not just selling.

As we touched on in our June 2019 Blog, a potential client feels more motivated to act when they can see how their story aligns with the story they are told by the sales representative. You’ve got to talk to both sides of the brain: logical and emotional.

Science says a good story will help them to remember you.

Chances are you’ve “lost yourself” in a good book, show or movie before – while becoming almost completely unaware of the environment around you. Fun fact: our brains are actually hardwired to do that. “It’s a survival mechanism that helps us do a better job of storing information in our memory,” explains Joe Lazauskas and Shane Snow, authors of The Storytelling Edge: How to Transform Your Business, Stop Screaming Into the Void, and Make People Love You. More of our brains “light up” when information comes from a story rather than just simple facts: “the neural activity increases fivefold, like a switchboard has suddenly illuminated the city of our mind.” Stories generate empathy on a chemical level, too. When we “put ourselves in someone’s shoes,” such as, in the case of one study, watching a lead character in danger in an action movie, our brains actually synthesize a neurochemical called oxytocin.

Get emotional. Yes, really. When done right, it works to generate leads.

 When it comes to telling your story in an actual presentation, your delivery makes a huge difference as well. While business usually requires a cool head, this is one time when passion has a place. “Emotions are crucial to the decision-making process… and move us in ways no data could ever do,” say Richard Maxwell and Robert Dickman, veteran communication experts and co-authors of  The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business. That’s because, as research has shown, the left side of the brain will process your actual words, but the right ride, which attributes meaning to those words, will remember how you said it. Bottom line: if you aren’t passionate about your brand’s story, your prospects certainly won’t be either.

Ready to tell your story? We can help.

What is it that you do better than anyone else? How do you tell your potential sales leads in a way that will make them care? With our marketing strategy and creative capabilities, we can help you find those answers, and co-create your customized lead generation campaign. Contact us today.

Inbound versus outbound: which is more effective for lead generation?

With every new platform come new ways to reach out to potential customers, and B2B company marketers have a wide selection of tactics to choose from when planning a strategy. Simply put, these tactics fall into two main categories – inbound and outbound lead generation tactics – though the two are often combined in an integrated strategy. But what are the main differences between inbound and outbound marketing? Simply put, outbound marketing is the kind we grew up with – TV, radio and billboards, magazine and newspaper ads, direct mail and event sponsorships – whereas inbound draws customers to the product or service because of their innate interest in it.

A bit of history we all know too well

In the early years when advertising was novel, people enjoyed reading magazines and newspapers and relied on them to alert them to sales and promotions. People enjoyed watching TV commercials because they were told about products that were genuinely new and that they were interested in learning more about. As the decades passed, advertising lost its value to surprise and delight in the same way. Today we call it interruption-based marketing, which few people have any patience for anymore.

But it still has its adherents, who believe there can be value if you find a platform or medium with a big enough audience. The rationale is, and was, that if you hit upon an above average association with enough audience members, then that percentage of the audience would listen to the interruption and sales leads would convert into bonafide customers. But today, this kind of investment is looking more and more like finding a needle in a haystack. A big reason is the availability of ad-blocking apps and technology, along with new streaming services that are completely ad-free.

What the stats tell us

A couple of statistics to prove that point: 65% of people skip through online video ads. People don’t like ads for a few reasons: they’re in your face and intrusive; they don’t come across as genuine and don’t inspire trust or confidence in the product or service; there isn’t enough relevance to who the customer is, and what solution they are looking for.

B2B marketers might continue to place advertisements and send out direct mail as part of their approach. But to earn the trust of customers and build a long-term relationship based on that trust, B2B marketers turn to inbound marketing for generating sales leads.

Instead of pushing messages out to an audience who may or may not want to hear it, inbound marketing pulls already interested customers in. Customers find you when they need you, which almost guarantees they’re pre-qualified. So not only is inbound cheaper, more measurable and more targeted, it can also generate sales leads that are farther down the funnel.

Here is a short list of some lead generation inbound tactics:

  • An SEO (search engine optimization) strategy where we take a look at your website, do a keyword audit, and ensure your content includes keywords that will draw more organic traffic to your site.
  • PPC (pay per click) advertising also uses keywords that people are using to search and require buying an ad that will appear on search engines at the top of the SRP (search results page). You only pay once a customer has clicked on the ad and has gone to your site.
  • Content marketing is creating useful, relevant information that people need and want, and using it to draw people to your website, to sign up for a newsletter, or to download a piece of content in exchange for their contact information that you can follow up with.
  • Social media accounts. Creating and programming social media accounts with valuable information that people want to read or watch is a good way of demonstrating your expertise in your industry and becoming a trusted source. As noted above, millennials and more people in the business world actively search for this and you will earn their trust which hopefully converts them into a paying customer.

At 360 Leads we’ve run many successful B2B lead generation campaigns and would be happy to discuss how we can help. If you’re ready to explore a lead generation campaign, contact us today.