It's not luck - it's good marketing

Sarah Rogers, Friday 23 February 2018

A four leaf clover on a horseshoeHave you ever noticed, there are some people in business who always manage to be in the right place at the right time? Golden opportunities just seem to land in their lap, and they appear to pull off the impossible, again and again.

At first glance, you may think they were just born lucky - but in reality, a lot of hard work is likely to be going on behind the scenes.

Now we’re not saying that luck never plays a part. For example, in marketing, you may hit on a lucky streak and find things naturally just fall into place. Your timing may prove perfect and an external factor could end up boosting your reach sky high.

But that’s not going to happen regularly and is definitely not something to hedge your bets on. The good news is, there are steps you can take to encourage positive outcomes and give yourself the best shot at success. Basically, there are ways to start generating your own luck.


How to make lucky assumptions when planning

At its heart, marketing is a constant battle to discover what works and what doesn’t for the audience you’re trying to influence. You’re aiming to find the best way to bring your message to market, while locating the right kind of buyers and generally powering the whole lead generation/sales machine.

To achieve positive results takes a clear strategy and depending on the size and age of your organization, your plans may be very simple or very sophisticated.

In the beginning, any new marketing plan will always require you to make some assumptions – for example, about the target market, products, messaging, and channels you are to use. At this stage, all you can do is make some informed guesses based on past experience and any available insights.

As your plans progress, you’ll gradually capture more data and feedback you can use to improve what you’re doing. But at the start, you’ll have to rely purely on assumptions.

It may seem like you’ll need a bit of luck on your side to get this right, but that’s not exactly true. There are proven techniques that have been shown to work for a specific type of service, business model or industry. So, when you’re looking to tap into that initial ‘lucky streak’, the best way to do it is to look at what’s working for others and model your plans accordingly.


Aim to minimize luck and maximize impact

If you’re an organization that needs lots of leads coming in, how can you minimize the need for luck and maximize the impact of your marking campaigns?

Start by ensuring you understand the big picture. 

If you have a sales team, or someone tasked with business development, you need to know your numbers. How many leads do you need to be pulling in each month, to keep them busy? What is the quality of leads you need for them to be successful?

Your website will play a central role in any kind of marketing or lead generation you are doing. You need to know:

  • Who is visiting your website?
  • What are they looking at?
  • What might they be interested in?
  • How can you contact them?

If you’re just leaving things to chance and seeing if you get lucky, you might run a few ads, throw in a couple of social media posts, send out an email or two, and just hope for the best. But there’s an old saying: “luck favours the prepared”, and the more thought and work you put in, the more likely you are to achieve the required result.


Review your website

You need to set up a website that is designed and around your target audience.

What will your potential buyers be looking for? What kind of information should you give them?

This shouldn’t just be details about your solutions and products. Think more broadly about the specific issues your group of buyers has and how you can help them find answers.

This blog post is the perfect example. Our product supports B2B businesses to make sales faster, by helping to identify website visitors before they hand over their contact details on a form, or pick up the phone.

This post, however, is not about our software. Nor is it strictly about sales or how our software can help you sell more. It is about a marketing topic in general.

That’s because we know the people who use our software are also interested in finding out more about how to attract more and higher quality leads, and how to convert them. 

We provide this information as a way to build relationships and encourage an ongoing dialogue with potential leads - individuals who may benefit from our product, now or in the future. We also use it to communicate with those who may never have end up buying from us, but who become ambassadors and help spread the word, by sharing and interacting with our content.

The first step to a great B2B website, is to understand your audience - the type of person you want to encourage to visit. The better you know them, the better you can target your content and tone of voice.


How to get lucky with your marketing plan

The basis of a simple yet effective marketing plan, may look something like this:


  • Figure out exactly who your target audience is
  • Put together some comprehensive buyer personas for each buyer type
  • Determine where and how to best reach and interact with them
  • Build content based around their issues, interests and pinch points
  • Distribute that content using the channels and platforms they frequent
  • Attract them to your website with your content
  • Offer them even more great information in exchange for their email address
  • Keep in regular contact by sending them more useful content
  • Fine tune the entire process based on the results you are achieving


Measuring your success 

When your marketing plan starts working, you’ll want to do more of the bits that are proving the most effective. Key here is measuring and recording the right figures.

You need to decide beforehand what success will look like for you. It may be tempting to just look at the total number of leads you’re generating. But sometimes, instead of aiming for more leads, it will be better quality leads that you need. Or having a better lead qualification system in place to help you spot them.

Our sales velocity calculator can help you here. Also ensure you’ve set and are measuring the most appropriate KPIs.


When luck strikes unexpectedly

Unfortunately, there is no secret formula for ensuring something goes viral, but you can encourage it to happen.

If you do hit a spike - perhaps you’ve been diligently building up a library of great video content and suddenly one day, one of your videos goes viral - count your blessings. Jump on it and ensure you make the most of it. See if you can convert all the traffic, or at the very least get some positive PR.

And of course, try to pinpoint what may have made that particular piece of content such a huge hit.

In summary, luck often comes down to good preparation and having a clear strategy. The more opportunities you can generate, the greater your chance of getting some positive payback down the line.

Concentrate your efforts on producing a solid strategy, creating a tailored website, and sharing interesting content. To get a head start, check out our guide to lead generation, and get some solid foundations in place.

Guide to turbo charged lead generation

Topics: B2B marketing, Drive Traffic

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