Many companies sell their products over the Internet on e-commerce sites. It works successfully for 1-800-Flowers, iTunes, and OverStock.com.
But what if you don’t sell products online?
What if you’re Roto-Rooter, a car dealership, or a real estate agent? If you’re in one of these businesses, you’re interested in generating leads.
A lead is an inbound prospect who is interested in your product or service (or your competitor’s product or service). If you can capture a lead and nurture it through the sales funnel, you can convert that prospect into a customer. And that means revenue for your company.
The challenge many people face when they use social media campaigns to generate leads is that they don’t go the final mile.
They use social media to build awareness and generate demand for their products or services, but they don’t know how to take the final step and turn it into a viable lead.
One of the best ways to use social media to generate leads is to become an information station for people in your target market. That’s what BKV Digital and Direct Response did with the 60 Second Marketer.
BKV is marketing communication firm that develops highly measurable marketing programs for corporations such as AT&T, Six Flags, the American Red Cross, and Caterpillar.
The idea for the 60 Second Marketer started with an analysis of BKV’s target market, which is comprised of marketing directors working at large corporations throughout the world.
If you get inside the mind of the typical marketing director at these corporations, you find someone who is very busy and interested in staying abreast of the latest tools, tips, and techniques in marketing.
BKV estimated that marketing directors download two to three marketing white papers a month, but they have time to read only a couple of pages of those white papers.
The rest get stacked on their desk— unread—and then get tossed in the trash about once every three months.
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