Smarter Strategies for Demand Generation
If you partner with Walker Sands on demand generation, we'll work with you to design a smart, goal-oriented digital lead generation program for your company.
We start by developing goals, audience personas and buyer journeys to understand where your audiences are online and how their pain points and your business goals overlap. We also perform a competitive analysis and a full audit of your business’s website and marketing content to identify gaps and missed opportunities. Then, we create a content plan that includes lead-generating content, as well as website content to fill any content gaps.
Content that Engages Your Audience
We take a content-first approach to digital marketing, and the reason is simple: If your content doesn’t address their concerns and pain points, your potential customers are far less likely to find your brand.
Depending on goals and opportunities, the new content can take many forms:
- Website Content and Landing Pages
- Blog Posts
- Email Marketing Copy
- Tip Sheets and One-Sheeters
- Case Studies and Mini Case Studies
- Whitepapers and Reports
- Data Studies
While some clients prefer to do their own writing, many more leverage our in-house content expertise. Working with your thought leaders and stakeholders, our writers and designers ensure that your prospects are enjoying high-quality content that moves potential clients through the sales cycle. When your prospects are reading, using and sharing your content, your brand rises above the competition.
Content Channels and Content Strategy
The format and target audiences of your content will dictate the channels through which it will be delivered. We design a customized content distribution strategy that will maximize leads for your business while minimizing maintenance through automation. This is the biggest benefit of a digital lead generation campaign: A little extra effort up front will yield consistent results for your business down the road as you build your audience and grow your B2B sales pipeline.
As we analyze the audiences and formats of your content, we use a mix of the following content distribution channels and strategies to get it in front of the people who matter to your business:
- Search Engine Optimization (SEO)
- Paid Search Advertising
- Social Media Advertising
- Remarketing Campaigns
- Display Advertising
- Targeted Media Outreach & Link-Earning
- Email Marketing
While not every channel and tactic is right for every business, executing the right combination can drive more leads at the lowest cost to maximize ROI.
Test, Improve and Optimize
Lead-focused content marketing is a journey, not a destination. We work throughout the course of the program to get the most out of your efforts through constant improvements. We A/B test subject lines, ad copy, and form design. We use analytics and reporting to identify the channels on which to focus our efforts, and we integrate with CRM software to track performance from the first form completions all the way to closed business to provide you end-to-end visibility into the sales funnel.
With full analytics integration, you are able to see how prospects become leads and which specific efforts are helping them along their journeys to becoming clients. Our analysts regularly report to your stakeholders to discuss results, demonstrate ROI, make suggestions for performance improvement, and confirm the upcoming content strategy.
Let’s Start Growing Your Inbound Leads
Your future customers are online. They are swimming in information every day, from email and social media to Google and news sites. To win their attention and eventually earn their business, you need a digital sales pipeline built specifically to connect your audiences with your business.
From goal definition to content development and through a continually improving distribution strategy, Walker Sands can build and optimize a custom digital lead generation program that grows your business. Get in touch with our team today, and tell us what business goals you’d like to achieve.