January 12, 2021 | Lead Generation

Today’s leads and prospects interact with your brand across countless touchpoints: your blog, website landing pages, industry news websites, social media, advertisements, and so on.

Your leads are much more empowered and in control of the buying process than they were 10 years ago. Leads don’t need to call your sales team for every little question because they have millions of informative websites at their fingertips.

Buyers today spend 45% of the sales journey researching independently and only 17% meeting with all potential suppliers.

Sadly, too many B2B marketers are still unwilling to accept this and adapt. They instead try to force leads backward: gating all their content behind forms, hounding everyone who provides an email address, and running heavily promotional content.

You’ll see much more success by developing a multichannel strategy for lead generation that empowers buyers and improves their experience.

How to Use Multichannel Marketing to Skyrocket Lead Generation

77% of buyers told Gartner that their last sales journey was very “difficult” or “complex.” Not surprising, buyers tend to hold more favorable opinions of brands that make the sales process a little easier for them.

By developing a multichannel lead generation strategy to empower buyers, you increase your chances of closing larger deals with less remorse from your buyers.

1. Map the Customer Journey to Identify Touchpoints

To create a multichannel lead generation strategy, you must first figure out which channels your prospects and leads interact with along the journey. Some of yours might include:

  • Certain Facebook groups and pages
  • LinkedIn groups
  • Subreddits
  • Industry blogs and news websites
  • PPC adverts

The idea is to gently insert your brand’s content at each of these touchpoints with relevant pieces of information.

2. Segment Your Audience

You can’t figure out what information to promote along each touchpoint if you don’t understand the unique needs of your audience.

Start by breaking your audience up into distinct groups based on their industry, vertical, and stage of the buyer’s journey. You might also segment based on company or firmographics for an account-based marketing strategy here.

Create buyer personas for each segment at every stage so you have a solid idea of their pain points, daily reality, questions, and content they’ve already consumed.

3. Create Relevant Website Content for Each Segment or Account

Once you have your buyer segment personas figured out, you can create relevant content for each one on your website.

Your buyers consume at least 13 pieces of content on your brand during their journey – from both your website and third-party sources.

Make sure to create a wide range of content in formats your audience segments want. Product comparisons, peer reviews, and industry blogs are all valuable.

4. Carefully Craft the Right CTA at Every Stage

Each piece of content should include a call to action. But your CTA must always vary based on the intent and stage of the buyer’s journey.

For example, a visitor who arrives at your website after searching a keyword like “2021 marketing trends” would respond best to a CTA for another informative blog or video – not a sales promotion.

On the other hand, someone reading your blog on the best martech tools might want to hear more about the products you offer.

Always consider the mind of your audience.

5. Develop a Personalized Social Retargeting Plan

Facebook and LinkedIn make it incredibly easy to retarget your website visitors with personalized content.

On LinkedIn, you can paste a URL into the ad creator tool and LinkedIn will show your ad to people who visited that page.

Facebook Pixel meanwhile lets you collect behavioral data on your visitors and retarget them on Facebook with the most relevant content possible.

Personalization is all about relevancy.

6. Consider Third-Party Outlets

Plenty of your leads will read about your brand from third-party sources. Tools like BuzzSumo can help you keep tabs on your brand mentions across the internet – both social media and other websites.

You might also look for industry blogs where your competition appears. Make sure your voice is also there as a counterweight.

7. Partner with Other Companies That Share Your Audience

What pieces of software and technology do your customers use? What other products or services do they buy?

Create a list and analyze it to weed out any serious competitors. From there, develop some proposals for partnerships with these brands. Each of you could benefit from sharing each other’s content, promotions, expertise, and positive words among your audiences.

8. Create a Personalized Email Drip Campaign

Email is one of the easiest touchpoints to personalize because email tools are loaded with innovative AI technology. Make sure you have a custom drip campaign set up for each audience segment or account.

You can’t beat the granular insights from email marketing. Use these analytics to your advantage to track their stage of the journey and interests.

Artificial Intelligence is Your Friend

Implementing a multichannel lead generation strategy isn’t as hard as it seems. Technology gives you all the tools to develop a personalized and effective marketing strategy across every touchpoint. Artificial intelligence tools are easy to use and more accessible than ever so you can launch and track your multichannel efforts.

Ready to kick your marketing strategy up a notch? Watch the latest Morning Marketing Mug in the Televerde Resources and Events Hub for the latest insights.

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