The questions perplex marketers and entrepreneurs alike. How do you determine that a brand needs a leads advertisement? How do you measure the impact?
Fortunately, Will Deyamport III has answers. The digital strategist hosts the Dr. Will Show, a nod to his Ed.D. degree.
“Content creation and engagement is key,” he said. “You also have to be on social where your customers are. If the people you’re trying to reach are on LinkedIn, you need to be on LinkedIn.”
Deyamport pulled no punches during an Africa Tweet Chat when asked why marketers struggle with launching lead-generation strategies.
“They don’t know who they are and what they stand for,” he said. “They are trying to be everything for everyone.
“They also jump on social channels without focusing on the platforms where their customers are,” Deyamport said.
He also would not rely on social media gurus.
“You can do that, but your customers need to see you and build a connection with a person,” Deyamport said. “The product is just a product. A relationship with a person is what builds the brand. Relationships build brands.
“This is where content creation comes into play,” he said. “Your job is to educate your customers and provide value to them.”
The answer to how entrepreneurs can improve their strategies is not that complicated.
“Do you; be you,” Deyamport said. “Create from your knowledge base and expertise. Don’t run someone else’s race. Build authority in your lane from your strengths and skill set.”
When seeking leads, marketers must agree on the definition and at what point in the sales process a brand should expect lead generation.
“Your leads are those you want to rock with you and believe in the same journey as you do,” Deyamport said. “You’re not trying to sell water to those who aren’t thirsty.
“Start building content and a community from day one,” he said. “Lead generation doesn’t start when you’re ready to make the sale. It starts the first time you send out a tweet or post something or LinkedIn or post your first article on Medium.”
Content pays off best when you can return to it again and again. Like the trees that grow and thrive seemingly year-round, year after year, the words and visuals are Evergreen.
“Consistent content tells your customer that they can count on you,” Deyamport said. “When you’re posting consistent content that adds value to your customers by solving a problem they have, you are investing in return on engagement.
“SEO – or search engine optimization – does go a long way,” he said. “Also try not to date your content by focusing on specific tools as opposed to what people can actually do.”
Deyamport gave examples of how he keeps evergreen in mind, sometimes at the expense of not being in the moment.
“Since I work in education, I write about going digital and the mindset behind using technology as opposed to writing about Google,” he said. “I do so because Google can always change.
“Google has shut down platforms that teachers have been using or has made changes to how platforms work,” Deyamport said. “If I wrote about them, my content would be outdated and no longer relevant.”
His personal solution is to keep a general outlook.
“I keep it evergreen by writing about online learning and going digital instead of focusing on a specific tool or platform,” Deyamport said.
Digital strategies can produce leads if entrepreneurs make a point to infuse the human touch.
“Throw away the buzz words and jargon from your industry,” Deyamport said. “Engage in real and meaningful conversation.
“Your goal isn’t to make a one-time sell,” he said. “You want a relationship with folks who are going to rock with you and endorse you.”
In one sense, show those who will be thirsty in the future how to find you when the time comes.
“In the work I do, I don’t concern myself with folks I have to ‘sell’ on the value of technology in the classroom,” Deyamport said. “That’s a fight not worth my time.
“Instead, I reach out to folks who are already energized,” he said. “I show them how I provide value.”
As is often the case, rules are made to be broken. For example, not all buzz words and jargon are bad for brands.
“In education, there are words we use so people know that I know what I am talking about,” Deyamport said. “However, after I make that known, I shift the conversation to transformation.”
He has found several reasons why a lead-generation strategy won’t work.
“You might not have a singular message or not be on a social platform where your customers are,” he said. “You also might not be concisely articulating how what you do solves the problem or adds to the quality of life of your customers.
“In any case, you can’t expect overnight success,” Deyamport said. “It takes time to build an audience.
“When you provide value, your customers will tell friends and family,” he said. “Word of mouth beats an ad every day.”