I have had conversations with different companies lately about the topic of Lead Generation. An idea that has surfaced is leveraging content products/programs to create a Lead Generation System.
A Lead Generation System that keeps you in regular interaction with your prospects ..... consistently building trust and rapport .... positioning you as a thought leader/expert in your field.
One type of content product that is being created today that makes a great foundation for a Lead Generation System is a continuity program. It is based on delivering monthly high value content to your customers. Today's cloud based technology platforms are easy to use, secure web portals allowing online access to content with a user name and password you provide. They can be set up for costs that don’t stand in the way of getting started. The main considerations are often how much content, traffic, and interaction you want. You’ll also want to ensure your platform can fully integrate with your customer relationship management software.
If your sales strategy includes Channel Partners, you could even partner with each of them. A great offering to approach your channel partners with to enable you to work together to engage your common target buyers. You can co-create and together provide your prospects a co-branded offering that is actually a Lead Generation System for you.
When creating your continuity program/Lead Generation System, you need to identify what kind of content your prospects/customer considers high value. Help them access information they need, get better at doing something, gain more skill at something or accomplish a specific goal or outcome. Decide how often you want and need to release information to your prospects/customers? Once a week? Bimonthly? Monthly?
Typically you would charge a monthly subscription fee for this kind of product, but it would be provided at no cost to a prospect/customer when this product concept is used as the foundation for your Lead Generation System.
The following are some idea generators for the types of content you could include in your "branded"VIP Program that generates qualified leads for you:
- Monthly video ... an hour in length that teaches a select topic
- Monthly video interview of a recognized thought leader/expert on a select topic .... 30 to 45 minutes in length ....
- Webinar Rebroadcasts
- White Papers
- Case Studies
- Tools/Templates
- VIP Customer Service Access
- Online Forums
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