International Inbound Lead Generation
What’s important here is to understand what type of information they need in each step of the buying journey eventually leading to a purchase. We want to offer information that creates Awareness, stimulates Interest, builds Desire, and supports Action. That’s the good old AIDA process and that still holds. The challenge we address in this e-book is that the effort of moving the potential customer from awareness to action may take several years.
IN SHORT: Step two is about understanding what type of information is required to support the AIDA process which includes the buyer’s journey and their final purchase process.
3. Create quality content Now comes the step where most companies struggle, and some fail completely. To make the 10-step method work you need to produce a steady stream of quality content, another word for information. You need to create and accumulate a repository of quality content in multiple formats. So, what do I mean by quality content? Most companies understand that they need to demonstrate or describe their products so customers will understand what they do. Therefore, companies produce product- and company-centric material. Such material is often full of self-praise. That’s why I also call it PROPAGANDA. Of course, you need to present your products and your company in a positive light. But to most people such information is useless. Why should I be interested in your product and company when I am not in a situation where I am preparing to purchase anything?
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