Technology and b2b business trends have a way of pointing us toward new lead generating ideas. As a big fan of taking the “road less travelled” to generate sales leads, I am happy to share four fresh ideas that will help operators find new clients. First, a quick review of our recent focus since all of these lead generators are directly connected to my previous two columns.
Why bother posting at all
Last month, I asked the question, Operators: why do you bother to post on LinkedIn?
The key takeaways from that column:
“Do not lose sight of the only objective that makes sense: To promote engagement with your target audience, to generate appointments and to close new deals. Put on your empathy hat and consider the problems and issues that will promote engagement” as you offer solutions to your prospects and clients.
“Stay focused on the objective and concentrate on producing content that will establish yourself as a thought leader and your company as an innovator.”
“Do not lead with the solution.”
Be more than a talking head!
Last week, we explored the fact that video can be a powerful b2b tool on LinkedIn and other forms of social media, in Operators: be more than a talking head on LinkedIn.
Key takeaway:
Video only works with planning, effort and a commitment to providing valuable and ideally, compelling content (especially important – the use of cutaway images).
With those two columns as a backdrop, here are four lead generating strategies that will set you apart from the competition.
Strategy No. 1 – Post on LinkedIn groups
You can join up to 100 LinkedIn groups, including facility managers, office managers, office administrators and CEOs, among countless groups that are focused on specific industries, like law, media, advertising – all great places to post, in addition to your newsfeed.
LinkedIn groups also opens the door to potential connections because once you join a group, you can see the profiles of the other group members.
Finally, this target-rich environment is an excellent way to connect with such strategic partners as other vendors who are selling to the same prospects as you. In some groups, there is very little posting, which makes your compelling posts even more impactful.
Strategy No. 2 – Take a buzz around beBee
Most people have never heard of beBee, a business-oriented site that is essentially a LinkedIn alternative. They are big on the beehive theme and when you post (buzz), you can choose up to three targeted groups (hives) who will see your posts.
Their revenue model revolves around employment advertising (requires a premium account), but like LinkedIn, there are prospects in those hives and most of the bees you would consider your competition, are buzzing around LinkedIn instead. BeBee is free and certainly worth exploring to generate prospect engagement and sales leads.
Strategy No. 3 – Use Mindstamp to bring your videos to life
Mindstamp is an interactive video platform and by promoting interaction, you will have an excellent chance for some engagement. Nobody is using it on LinkedIn, but that seems like the ideal place to put Mindstamp to work.
Once you have created a video – on YouTube, Vimeo or just your own unpublished work, Mindstamp allows you to:
- Pause the video and add a question (tremendous interactive feature).
- Insert a badge or a link (you cannot do this without an interactive platform).
- Gather data on what your viewers are reacting to (data are useful if you are committing to video).
These features just scratch the surface. Imagine this: Post a video on the facility manager’s or HR manager’s LinkedIn group, inserting a question in the middle of your video:
What is most important right now as you select a coffee service provider?
A – Quality products
B – Touch-free equipment
C – Safety protocols
D – Great pricing
With a basic subscription starting at $19 a month, Mindstamp is a powerful engagement tool. I have arranged a discount for our readers, good until March 19. Use the code – B2BPerspective to save 25%, for up to one year.
Strategy No. 4 – Use B-reel video in addition to images
A friend of mine who makes real estate videos for a living told me that while he appreciated not having to view my talking head for extended periods on my b2b Perspective YouTube videos (I use images from Canva to break things up), he suggested that adding “B-reel video,” instead of just images, will do wonders to retain the audience.
I protested immediately. “I’m not a production company!”
As it turns out, there is plenty of B-reel available on the internet, but it can get expensive.
- Shutterstock » This is a stock image site where you can buy photos for your presentations. As it turns out, they sell video, as well, but they can cost $50 to $75 per video.
- Pond5 » Great selection of video B-reel, usually $25 each, but lower with a subscription.
- Canva » I now realize that Canva, which I currently use, offers video B-reel as part of the $15 monthly subscription. The selection is not as broad as Shutterstock and Pond5, but the price is unbeatable and the selection is certainly sufficient for an OCS operator.
Of course, nothing stops you from shooting your own B-reel. Integrating cutaway video shots in Apple’s iMovie is just as easy as dropping in cutaway slides.
This sounds like work
If these lead generating strategies sound like they will require some time and effort, you are right on target. Converting your social media posts into prospect engagement, establishing yourself as a thought leader and positioning your company as a problem-solving innovator is no easy task, but the rewards are significant.
ABOUT BOB TULLIO
Industry consultant and contributing editor Bob Tullio (www.tullioB2B.com) is a content specialist who advises operators in the convenience services industry on how to build a successful business from the ground up. Tullio recently launched a YouTube channel, b2b Perspective, designed to “elevate your business in two minutes” and is currently developing an online course, Leverage the power of LinkedIn to grow your business.
As he is a recognized industry expert in business development and sales, NAMA retained him to write and narrate the new online course, “Selling Convenience Services,” which is now available. Use discount code B2B10 for an instant discount and for free access to upcoming Q&A Webinars from Tullio in the coming months. Here is a free sample of the course.
Bob Tullio
Bob Tullio is a content specialist, speaker, sales trainer, consultant and contributing editor of Automatic Merchandiser and VendingMarketWatch.com. He advises entrepreneurs on how to build a successful business from the ground up. He specializes in helping suppliers connect with operators in the convenience services industry — coffee service, vending, micro markets and pantry service specifically. He can be reached at 818-261-1758 and [email protected]. Tullio welcomes your feedback.
Subscribe to Automatic Merchandiser’s new podcast, Vending & OCS Nation, which Tullio hosts. Each episode is designed to make your business more profitable.
