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Marketing step by step. Capture leads in technology companies.

How can we capture leads in technology companies? The answer is through extensive content generation. It is content marketing par excellence.
Picture of Salvador Galindo

Salvador Galindo

Soy consultor de marketing especializado en tecnología y mercados internacionales. Mi enfoque se basa en ofrecer respuestas originales y estratégicas que se adaptan a las necesidades específicas de cada cliente. Con una profunda comprensión de las dinámicas del marketing global, he ayudado a numerosas empresas a aumentar su presencia y competitividad, ofreciendo resultados tangibles y sostenibles.
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Getting a lead generation engine will allow you to generate sales opportunities while you are at the beach or sleeping. But how can we get contacts in technology companies? The answer is through extensive content generation. This is content marketing par excellence.

One of the most important secrets of content marketing lies in Overcome the initial resistance that our prospects or leads have to the sales process. When a visitor becomes a lead, we must avoid approaching them with an offer they have not yet requested. We would go so far as to say that this is probably one of the biggest mistakes that technology companies and, in general, B2B businesses make.{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}}

According to statistics, more than 80% of Internet users search for information from different sources before making a purchase. It is really absurd to pressure a lead in their first contact with us to buy, don’t you think?  The Inbound Marketing methodology is very aware of this reality and, for this reason, it focuses on lead nurturing and tries to educate, help the lead and progressively reduce their skepticism.

But let’s go step by step. The mechanics of lead generation are based on 3 crucial elements: offers, calls to action (CTAs) and landing pages  with a form.

Offers

An offer is a valuable content, useful for the lead. You can create ebooks, templates, infographics, guides… If you want your offer to be really irresistible, keep these tips in mind:

  • Attractive title
  • Relevant content
  • Respect the buyer’s journey. Take into account the buying cycle the lead is in and create offers for each stage. 
  • Avoid technological jargon. Giving a corporate image is important, but we should not overdo it.
  • Hook” elements. You can use certain techniques to make your customers feel attracted to your offer, such as broadcasting the number of people who have already downloaded it, announcing that there is a limited time and/or quantity offer, or aligning an offer with something that is trending.
  • It offers a high-value format. Ebooks and templates tend to generate the most leads. Still, you should test the different types of offers with your audience and determine their preferences. Buyer Journey

Calls to action (CTAs)

A call to action is the “button” that drives your audience to the offer. If your CTAs are unable to attract the attention of your audience and are not effective, they render the offer useless.

  • Choose a visible place
  • Be clear and concise
  • Design a CTA that stands out
  • Appreciates and values blank spaces
  • Create an interactive CTA that is noticeable and interactive
  • And, of course, link your CTA to a landing page that includes a form.

Landing Page + Form

Match the title of the landing page to the CTA for continuity.

  • Removes the main navigation. What matters most to us at this very moment is that the audience enters their data. Avoid distractions.
  • Choose an attractive, beautiful and inspiring image.
  • Emphasizes the benefits of the offer.
  • Design a form that, like the CTA, stands out, stands out and is attractive.
  • Consider the length of the form. You must design a form with the essential fields, the just and necessary ones. If there are few fields to fill in (the basic ones are name and email) your lead will not hesitate to fill it in quickly and send it, but perhaps, the attention he/she receives will be less precise.
  • Encourages sharing on social networks. Don’t forget to include social media icons for your leads to share and get more leads from other avenues. Don’t forget Linkedin. According to statistics, the conversion rate achieved by this social network is 2.74%, especially in B2B companies, most of them technology companies, a figure that triples those generated by other less professional networks such as Facebook or Twitter.

We advise you to send a message thanking them and notifying them that they will soon receive your offer, known as a “Thank you page”. Now, you have a slight idea of how to capture leads for your technology company. Even so, you should know that perseverance is the virtue for everything to bear fruit and content marketing is no exception.

 

Take one step at a time and start building on a good foundation. The corporate profile is the foundation of a good business strategy. Don’t miss this opportunity and, if you still don’t have yours, go for it. 

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1. The main challenge: your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to establish an objective occupancy rate and drive guests to hotels. Until then, hotels enjoyed partnerships with travel agencies and tour operators, and guests enjoyed booking package tours.

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However, over time, trends have been changing and travelers, now and more than ever, are looking to make their own choices and book all elements of their trips on their own. Travelers are not only ready, but also willing to book a hotel directly on your website, as long as the sales conditions are similar to those of the OTAs and the booking can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. Among them, saving on commissions, improving online marketing strategy, increasing profitability and having total control over customer communication. With such promises of direct bookings, it is no wonder that more and more hotels are now pushing their marketing efforts towards the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It is clear that an increase in the rate of direct bookings would be beneficial for your hotel. But how to achieve this goal

In order to compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to have it: offering a cheaper deal, or offering more value and increasing customer loyalty. While it may be difficult for your hotel to compete with OTAs on the basis of price, offering a customized offer and establishing a trusted relationship with customers would be the best way to attract travelers.

 The key to adding value to your hotel offer is to know your customer and offer them what they need. Attracting them through the emotional factor is essential, and you must establish a genuine connection with your potential customers, conveying your beliefs so that your guests can relate to them.

When customers observe that a hotel brand really cares about their experience and tries to find the best solution to make their vacation experience unforgettable, it is easier for them to make the decision in favor of booking directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program implemented in your establishment, you will be able to tailor your messages to the needs of individual customers, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to offer valuable and personalized services to customers, and thus gain a competitive advantage. To shape your loyalty program, you must have a database of your customers with personal information about them. Hoteliers should create a customer database with basic contact information and more elaborate personal information about guests’ preferences and interests.

Acquiring this personal information will give you the ability to tailor your messages to each potential or existing customer, and offer them content, products and services that meet their particular needs. This will undoubtedly surprise them by the degree of personalization and the measures your hotel takes to provide them with the best possible vacation experience. You would be able to establish a lasting relationship with your customers based on trust, thus ensuring the most satisfied customers, who would be happy to promote your hotel brand.

4.

1. The biggest challenge: Your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to achieve an objective occupancy rate and bring guests to the hotel. Until then, hotels enjoyed partnerships with travel agents and tour operators, and guests were happy to book package tours.

{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}

Over time, however, trends have changed, and now more than ever, travelers want to make their own choices and book all elements of their trip themselves. Travelers are not only ready, but willing, to book a hotel directly on your website as long as the terms of sale are similar to those of OTAs and the booking process can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. These include saving commissions, improving online marketing strategy, increasing profitability, and full control over customer communications. With such promise of direct bookings, it’s no wonder that more and more hotels are focusing their marketing efforts on the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It’s clear that increasing the direct booking rate would be beneficial to your hotel. But how do you achieve this goal?

To compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to do this: offer a cheaper deal or offer more value and increase customer loyalty. While it may be difficult for your hotel to compete with OTAs based on price, the best way to attract travelers would be to offer a customized offer and build a trusting relationship with customers.

 The key to adding value to your hotel offering is to know your customer and offer them what they need. You need to build a genuine connection with your potential customers and communicate your beliefs in a way that your guests can relate to.

When customers perceive that a hotel brand genuinely cares about their experience and tries to find the best solution to make their vacation memorable, it is easier for them to choose to book directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program in place at your facility, you can tailor your messages to each customer’s needs, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to provide valuable and personalized services to customers to gain a competitive advantage. To design your loyalty program, you need a customer database with personal information about your customers. Hoteliers should create a customer database with basic contact information and more detailed personal information about guests’ preferences and interests.

Capturing this personal information gives you the ability to tailor your messages to each potential or existing customer and offer them content, products and services that meet their unique needs. The degree of personalization and the actions your hotel takes to offer them the best possible vacation experience will undoubtedly surprise them. You will be able to build a lasting relationship with your customers based on trust, securing the most satisfied customers who will be happy to promote your hotel brand.

4.

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