Don’t Let Focusing on Lead Generation Torpedo Your Branding, Part 1
Although Admiral David Farragut had a long and distinguished career in the U.S. Navy, he's best known for a single order he gave at the Battle of Mobile Bay on the Gulf Coast of Alabama. Farragut ordered his ships to attack the port, but when one ship sunk after striking a tethered naval mine (known at the time as a torpedo) the other ships began to pull up. Farragut then issued his famous order: Damn the torpedoes, full steam ahead!
Internet marketers are facing a similar situation when it comes to branding. The tough global economy has served to torpedo branding efforts at many organizations. Branding is often seen as “soft” by sales, something to build when the pipeline is full. Yet for many marketers, especially those whose products or services require many months of deliberation before purchase, a strong brand can actually be an asset in finding quality leads and moving them through the sales cycle. It could also help your company and product stand out from competitors.
What follows in this two-part series are some ideas on how sales and marketing can work together to navigate rough economic waters and win the battle for short- and long-term revenue generation.
Help customers and prospects discover you
In the days before GPS, sailors used the stars to explore and discover the unknown. Today's consumers use the internet in much the same way.
Outbound marketing isn’t as effective as it once was. Instead of pushing content and waiting for a reply, marketers need to establish a 24/7 online presence so consumers can find them when they’re searching through directories, online catalogs, specialized search engines and industry websites.
Prospects with clearly defined needs look for solutions when it suits them, and often go to a website to get a “feel” for the company before looking into individual products or services. Therefore, invest in making it easy for prospects to find you and then understand the value you offer. That’s how you brand your company and generate leads at the same time.