Markus Sheridan has discovered that questions about these five topics (he calls them the ” Big 5″ ) play a particularly important role in the buying process:
Costs and prices: The most important information
for every purchase. Attention: costs and prices are two different things!
Problems: What problems should the buyer expect and how can they be prevented?
Comparisons: How does your saudi arabia mobile database offer compare to your competitor’s product?
Best-of: How does your product rank in comparison?
Reviews: What do others say about your product?
Answer these questions as a priority and don’t let your customers laboriously find the answers to these questions. It’s best to start right away and consistently collect your customers’ questions in a topic list.
Here’s a simple Google Sheet you can use to collect
your customers’ questions. This Google Sheet is part of our Inbound Marketing Plan Template .
Template for customer questions collection_ takeoff inbound marketing
Discuss the list of topics with sales on an ongoing basis and give colleagues the opportunity to prioritize topics. Because your marketing processes in brand management content is only really good if your colleagues also use it in the sales process and actively offer it to your customers to support the purchasing process.
The topic list is the idea bank for your campaigns. If your topic list is well maintained, then it is easy to plan and implement campaigns on an ongoing basis.
The Lead Magnet as the Heart of the Inbound Campaign
You can twist and turn it however you want: without good lead magnets, you won’t get good leads.
In his brilliant book $100M Leads: How antigua and barbuda business directory to Get Strangers To Want To Buy Your Stuff, Alex Hormozi explains the power of good lead magnets like this:
A lead magnet solves a problem that precedes
a paid offer for free. Buyers must solve an upstream problem before they can buy a product or service like yours.
If the experience with the lead magnet was positive, then trust is created in a potential customer.
Alex Hormorzi Lead Magnet Explanation
Good free lead magnets give the buyer this impression: If this company has such good free offers, how good will the offers be for which they charge money?!
Ideas for lead magnets arise when you sift through your list of topics and discuss them with sales. What problems on the buyer’s side before the actual purchase could be solved with a lead magnet?
Often the problem is a lack of knowledge that can be conveyed with a lead magnet.
Examples from our agency for lead magnets:
These are upstream problems that a marketing manager can have before he can implement inbound marketing:
Find a Content Manager (here you can find our job posting template )
Create buyer personas and an ideal customer profile (here you can find our buyer persona templates )
Collect initial ideas for lead magnets (here you can find our Custom GPT Lead Magnet Adviser )
Content types and channels for inbound marketing campaigns
After you have collected the best content ideas with your topic list, it is time to select the content types and channels on which you want to make your target group aware of your lead magnets.
The best way to attract attention is to package the lead magnet in useful content:Which and how many channels you use depends on where your target group is and how many resources (e.g. your own email lists) you have.
This could be a good selection of channels for a small B2B marketing team: