The very best way, particularly for business-to-business organizations, to generate leads is through content. Think about content with two perspectives: Free and paid. The paid doesn’t necessarily mean money is going to exchange hands. Rather, they’re giving you something in exchange for your content. Something such as an email address or phone number.
Let’s say you want to have a monthly webinar that you’ll host for free, but people have to register to attend. This is both a free and paid model. They are paying you with their email address, which means they have given you permission to market to them.
But how will you generate leads with one webinar? This is the fun part! You get to use traditional and new tactics to gain registrations. You’ll use media relations, email marketing, social media, direct mail, content, and advertising. In some cases, you’ll be marketing the webinar to people you already know, but they could be prospects who haven’t made a decision to work with you, former clients, or someone new entirely.
Read more by Gini Dietrich in her book Spin Sucks.
