Marketing your B2B business is all about lead generation. But this you already know. What you may not know is that, in order to truly succeed with lead generation in the B2B market, you need to focus your energy.
One mistake I’ve seen repeated many times is marketers losing out to the competition because they are spreading themselves too thin. They are trying to cover as many platforms as possible, which limits the amount of energy they’re able to spend on one particular area.
“Most people have no idea of the giant capacity we can immediately command when we focus all of our resources on mastering a single area of our lives.” – Tony Robbins
Why focus in lead generation matters
When you’re trying to generate leads in the B2B sector, each platform you use should offer a return on investment which is equal to or greater than the resources you have invested in this platform. By dividing your attention between multiple platforms, you are limiting the amount of resources you assign to each area. This means you’re investing all of your resources, but minimising the potential for return on investment. This is because your resources aren’t being focused on achieving one singular, specific goal.
Think of lighting a fire. If you spark a flame, that’s the start. However, that flame will soon begin to die out if you don’t pay attention to it, nurture it and help it grow. You need to watch it and add to it in order to maintain the flame and increase the heat it supplies.
Consider the flame as lead generation and the heat as your business objectives for the year. The more leads you generate, the closer you will be to reaching your marketing goals.
However, if you try to light many fires, it divides your attention and you’ll be too busy trying to keep an eye on each one to nurture a single one of them. Likewise, trying to use multiple platforms in the beginning like AdWords, SEO, LinkedIn and more to achieve one goal is simply going to distract you from the one platform which will bring you the most rewards.
“That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” – Steve Jobs
Your focus needs to be specific
Now that you’re aware you need to focus on a singular platform to gain the greatest return on investment, you need to be specific. It’s not about choosing any platform, but rather a well-thought-out platform which speaks to your digital marketing strategy.
In order to choose a specific platform, you need to think like your target audience. For example, if you run a dentistry practice, you wouldn’t use LinkedIn as your main focus. Why? Because most people don’t search LinkedIn when they have a toothache. Rather, they would likely google, “Dentists near me”. This means your focus should be location-based Google Ads (such as Google My Business) and creating an SEO strategy which targets keywords relating to your location.
Of course, there is a simple way to find out where your target market is going to find businesses like yours. It’s pretty simple, look at where your competitors are succeeding with their marketing efforts. You want to be different, naturally, but you also shouldn’t attempt to re-invent the wheel when the current design works effectively.
“The successful warrior is the average man, with laser-like focus.” – Bruce Lee
What you should be doing is focusing your attention on one particular platform, at least in the beginning. Perform a competitor analysis and figure out what is working for other businesses in your industry. Once you’ve done that, don’t be afraid to pivot. Adjust your strategy as you go along in order to keep the fire alive. Stoke the fire, in other words.
I’d love to hear what works best for your business, so feel free to leave a comment below. And if you’d like to learn more about B2B marketing and lead generation, check out my free workshop via this link
About The Author
Ryan is a B2B lead generation specialist who helps companies grow exponentially by defining their message and starting valuable conversations with their ideal clients on Linkedin. If you'd like to see if Ryan can help you and your business grow then apply for a FREE strategy session using the link below.