To begin searching for ideas, type your initial Keyword thoughts into the Keyword form.
For your first Keywords you should simply think about what your company does. These Keywords should be the simplest form of the word possible. Some typical examples are:
- Accounting Company
- Accounting Firm
- Accounting Services
- Business Accountants
- Chartered Accountants
- Small Business Accountant
It is best to write one Keyword at a time and output them separately as then you can distinguish why Google has recommended these certain Keyword ideas.
When you are targeting traffic you need to put yourself in the minds of people who are searching – lead generation is about knowing your audience/target market as much as anything.
“My email marketing’s not working” is an oft-heard cry from businesses that are just not going about it the right way.
B2B email marketing is an art form which, if you master, can pay huge dividends. So let’s look at the factors you need to take into account when designing your campaigns, looking at things from the recipient’s point of view – after all, how many emails do YOU send unread to the JUNK folder? Other people are no different.
We like to think of copy as doing the ‘heavy lifting’ for you in terms of developing initial client relationships, which is critical in the world of B2B marketing.
The fact is that people don’t buy a $5,000 or $50,000 service from someone they don’t know, just because they looked at a website.
A relationship based on knowledge and trust needs to arise before they will commit to using your services.
Good copy sparks a relationship between a potential client and your business. If your copy is relevant to the reader, well-written and has a subtle sales angle, then it’s the first step to developing a potential buying relationship.
It helps you remain in their minds, while subtly positioning you as the expert in your field. When they are ready to commit, they’ll think of you first. That’s the crux of modern B2B marketing in 2012.
Summary of the Benefits of Strong Copy:
- It captures and holds the attention of your prospects. If they don’t bother to read about you or watch your video, they certainly won’t bother to buy from you.
- It gains their interest through engaging words that tell a story and speak to them as individuals, tapping into their fears and desires.
- It arouses their desire for your product/service by promoting its benefits and positioning it as the solution to the problem they’ve been experiencing. You need to have researched what your prospects want and what they fear. Then you can tap into their emotions to really engage their desire. The words must subtly position your company as the expert in your field, and offer evidence to bolster your credibility; then potential clients will begin to trust you and feel more comfortable about committing their money to you.
- It empowers them to take action. This is the most important part of a copywriter’s job! It’s not enough to write a pitch that stands out from the many hundreds of advertising messages we see every day; it must go a step further. It needs to prompt your prospects to act.
Essentially then, good B2B marketing copy must make them take time out of their day, think about what you’re offering, weigh up the pros and cons, decide it’s a good idea for them, and then pick up the phone or get online and contact you.
This four-step writing formula is often shortened to AIDA—Attention, Interest, Desire and Action. It must be your foundation whenever you come to write new copy or re-write old copy that no longer achieves its purpose.
The last part is the hardest step, but we’ll be passing on some tried and tested advice in this series of blog posts on copywriting for B2B marketing.
Learn more about B2B Marketing here.
When it comes to keyword usage we need to think along the lines of “a little and often” to maximise their B2B marketing power.
We don’t want to overdo it but we do want them out there and working for us; following are the three main starting places to use your keywords.
1. Embed them in your Website Copy to Improve SEO
The trick with keywords for SEO (Search Engine Optimisation) purposes is to embed them in your website copy without making the content seem jumbled, forced or unprofessional.
We know for better lead generation we need to focus our copywriting on them… but who are they?
How do we identify our target audience, our Very Important Prospects (VIPs)?
In this post we include two lists of questions to help you target your copy; one is focused on your B2B audience and the other is about your business.
Be as specific as possible when answering. If you aren’t sure of the answers, you’ll need to do more research on your VIPs.
Successful persuasion copywriting taps into people’s emotions and encourages action – that’s a fact. And that’s why it’s so important to B2B marketing now, in 2012, and in the foreseeable future.
It makes Jane Smith put down her morning coffee and continue reading after she’s skimmed that first paragraph. It’s also what makes her interested enough to want to hire you or buy from you, rather than your competitor.
The Art of Persuasion Copy in B2B Marketing
The art of persuasion is simply convincing someone that they have the desire to do something you want them to do. Easier said than done, of course!
“Elevator pitches” are one of the more traditional approaches to lead generation, even though many business people seem to go horribly wrong with them.
Following is a variation on the theme from Jeffrey Hayzlett (http://amzn.to/HayzAmaz) which I love; in fact I’ve even started to use it myself.
I’ve changed his language a little as his example was in a cold call environment (it’s 15 years since my last cold call!) and Jeffrey used this approach once he had the guy on the phone interested.
I believe it is better used as an ‘Elevator’ at a social event, as it can get you what you really want: the meeting. Continue reading “An Unconventional Approach To Lead Generation” »