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B2B Lead Generation Insights and Ideas

Google BERT can help with B2B lead generation blogging

Recently, Google announced their ground-breaking new search algorithm called BERT. How does this apply to your B2B lead generation blog? While a lot of us may know Bert as Ernie’s hilarious sidekick from the kids’ show Sesame Street, the acronym is short for “Bidirectional Encoder Representations from Transformers.” (Wow, that’s technical… hence why we call it BERT.)

This article explains BERT very well, but the short explanation is that it better understands the actual intent behind the words used in online searches. This means that it helps your potential sales leads to find exactly what they are looking for faster. And if you’re doing blogs for B2B lead generation, this is very good news for you.

Write for human beings, not bots, and Google will reward you

Keywords are great, but insights and true connections are even better, especially when we’re looking to generate leads. As marketers and businesses, we’ve gotten so used to writing for SEO that we sometimes forget about the actual humans we’re talking to. They need something or they wouldn’t be searching for it. Creating content that truly connects with them gives you a better chance of showing up first in their search. B2B lead generation companies like 360 Leads (that’s us) can help you with content, and here are some of the techniques we use.

Everyone loves a good story

Storytelling is back in a big way. And with good reason. As we explain in this blog, a good story is a scientifically proven and effective way to create an emotional connection. What you know as case studies, actually have the potential to be great stories. A satisfied customer is your “hero,” the problem they need fixed is “the quest,” and then your company came and solved it, which is the “the happy ending.” A true lead will identify with whatever struggle your story’s happy customer hero had.

Find the pain points

As this article explains, when coming up with a lead generation strategy, it’s important to understand exactly what problem(s) you’re solving with your brand. One exercise to do is explore these 4 types of common pain points: 1) Cost (they want a better bang for their buck), 2) Productivity (they want to save time or prevent wasting it), 3) Ease Of Process (they need something that will make their lives easier) and 4) Assistance (they want access to helpful customer support after purchasing).

The beauty is in the details

What’s great about Google’s BERT update is that being more detailed and specific in your content will work in your favour. If you think of ads from the 1920s, they would tell a story about how a problem was solved and the text would take up most of the page. Using this approach, we can take an opening title such as “How do I get a better sleep?” and rework it addressing the pain points and solutions with something like, “How I Got A Better Sleep After I took Melatonin And Chamomile Tea Just Before Bed.” Going “old school” like this with your content can actually help both Google bots and humans to find you.

Your audience should define your brand voice

Sure, you can sit in a boardroom with a whiteboard and brainstorm a brand voice that will resonate with your potential leads. But the best lead generation companies know that to really resonate with them and create a good story, you need to put yourself in their shoes and use the same type of words that they do. That means digging deep and reading social media conversations, customer reviews and Q&A forums about your industry. Not only is this the most unfiltered and valuable research you can do, you’ll get the actual words you need to reach more sales leads.

Bottom line: making an effort to talk to your B2B leads like actual humans, in a way that makes them actually want to read it, will now get noticed by Google. Need some help? We’re ready when you are

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A lead generation company with secret powers

Lead generation is the process of converting, and to some extent nurturing, business leads. The question of whether to hire an outside lead generation company is one that confronts many businesses who might otherwise consider doing this in-house. Nurtured leads produce a 20% increase in sales opportunities and businesses who nurture leads make 50% more sales at a lower cost than non-nurtured prospects. It’s not something you want to leave to chance. Hiring a lead generation company can make sense for a B2B business because they are focused solely on lead generation, have valuable industry expertise and can save your team time rather than trying to do this in-house. Here are the biggest reasons to hire someone to do it for you:

A lead generation company talks to the right people

Good lead generation is speaking to the right people at the right time, and it comes down to having the right contacts and the right data. Lead generation companies have access to databases with millions of business contacts covering a range of industries. Data specialists can determine which leads are qualified much more quickly than your own staff could.

They prioritize with lead scoring

An experienced lead generation firm will have proven methodologies that they can put to work on your case. Sales leads scoring is one of these techniques which can save a lot of time by not talking to people who aren’t as likely to convert.

They shorten the sales cycle

By having nurtured business leads sent to you the focus is firmly on selling, and the timeline to do so is much shorter. Time is money, and you will be saving plenty of it by having qualified leads sent directly to you.

They improve your company’s web presence

Many lead generation companies can assist with a blog strategy and SEO, so that potential customers can find you more easily through a web search. Then those prospects can be turned into leads and possible customers.

They can lower your costs

Developing a hiring and training program is costly. Sometimes it makes more sense to hire a company that is specialized and already has the skilled staff. Hiring a company to find leads frees up resources for other tasks. It eliminates the time and effort required to recruit and train staff.

They allow you to focus on your product or service

Whatever area of B2B your business operates in, one thing will ring true: it’s the USP of your company that generates revenue, and it’s the USP that you need to focus on. It’s the asset you possess which can’t be bought elsewhere and where you should focus your staff’s energies and resources. Outsourcing to an agency allows you to do just that.

How to find the right lead generation company

Before choosing an agency, it’s important to do your research. If possible, scan reviews, testimonials, and ask for referrals. Ask your shortlisted candidates questions about their processes, tools, and whether they have their own CRM software that will be able to integrate with your B2B CMS for a seamless experience.

While using a lead generation company will cost you money, it saves your business money too. So, unless you want to pay the true cost of generating your own leads, you’ll be wise to pass on the hidden costs to the experts.

You still have reservations about using an external company for B2B lead generation because you think they’ll take your money and run? That they’ll make a couple of calls and leave it at that? Well, it might surprise you to discover that not only will they deliver results, but they’ll deliver them in a variety of ways. Lead generation companies may specialize in one area, but often they’re multi-faceted experts who can cover all the following services:

• Email marketing
• SEO
• Social media
• Appointment setting
• Event promotion
• Content creation

In the B2B world, an individual sales lead or a sale can be worth a lot, so it’s important to put thought into the customer journey pre- and post-sale. Find out how 360 Leads can create a winning B2B lead generation campaign customized for your company and industry. Contact us today!