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Should Your Marketing Firm Generate Sales Leads?

March 6, 2013 Jeff Bradford

As a business owner, you should care about one thing when it comes to marketing: generating revenue. In fact, the only reason to hire a marketing firm is that it can generate more revenue than it costs you.

So, the answer is, “Yes,” your marketing firm should be able to generate sales leads for your business – because that’s where revenue comes from.


Lead generation tactics put you a step ahead in a bear economy – or anytime.

In today’s marketing maze, inbound marketing is the quickest, most measureable and cost effective path to generating sales leads. And you’re in luck, because among all the marketing firms in Nashville, TN, you’ve found the only one that offers full-fledged inbound marketing services.*

OK, so what is “inbound marketing?” Well, it is the art of attracting people to your website, where you provide something of value to them, such as important information or a special offer on your product, in return for them providing something of value to you, such as their email address or phone number ­– at which point they become leads.

Now, your website visitors may not be ready to buy. That is, they may not yet be warm leads, and you probably don’t want to bother them until they do warm up to you. Warming up leads is the second stage of inbound marketing, called “lead nurturing,” which we’ll cover in a future blog post. For now, let’s focus on how you attract people to your website in the first place, because until you know how to do that, well, you’re fishing without bait.

The bait is content. That is, interesting, well written, valuable information. It’s what everyone is searching for when they search the Internet. And it’s what Google is searching for on their behalf, which is why Search Engine Optimization, or SEO, is today largely a matter of providing lots of compelling content. If you provide it – or if your marketing firm provides it for you – potential customers will come to your website. QED: Content is King.

Three kinds of content you need on your website are:

  1. Blog entries
  2. Landing pages
  3. Website pages

And you need A LOT of all three. One or two blogs a quarter, or three or four landing pages, or a dozen or so website pages won’t do the job. That’s like baiting your hook with half a worm. You might get a bite every now and then. But even then, it’s more likely to be a little half-starved bluegill than a huge largemouth bass. That is, not enough to make a meal – or a payroll.

So, how much content do you need? The smart folks at Hubspot, our inbound marketing partner, have compiled data on website content from the experiences of 4,000 businesses to answer that question. Here are the highlights:

  • Blogging: Businesses who blogged 16 to 20 times per month got over 2 times more traffic than those who blogged less than 4 times per month, and they got 3 times more leads than those who did not blog at all.
  • Web Pages: Businesses websites with 401 to 1,000 Web pages have 9 times more traffic and 6 times more leads than those with 51 to 100 Web pages.
  • Landing Pages: Businesses with 31 to 40 landing pages got 7 times more leads than those with only 1 to 5 landing pages. Those with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages.

What? 16 to 20 blogs per month? 1,000 web pages? 40 landing pages? Who produces that much content? Your competitors certainly don’t, right?

Exactly. They don’t. That’s called an opportunity.

Even if you don’t produce 20 blogs a month, chances are that if you produce just 4 blogs a month it will be 2 or 4 times more than what any of your competitors are doing. And if you keep it up, within a few months, the chances are also high that your website will be generating many more leads than your competitors’. It’s like the joke about the two hunters who came upon a grisly bear. The first hunter immediately took off running. The second hunter said, “You’re crazy, we can’t outrun  a grisly bear!” “That’s right,” the first hunter said over his shoulder, “but I only have to outrun  you.”

So, don’t be overwhelmed by King Content. Don’t try to outrun the grisly. Just outrun your competitors, and let them deal with the bear. To get up to speed quickly, read the whole story about what 4,000 businesses have learned about the important role content plays in generating leads. I invite you to download the free ebook from our website, “Lead Generation Lessons From 4,000 Businesses.”


*the Bradford Group is the only full-service Nashville marketing firm that is a certified agency partner of Hubspot, the world’s leading producer of inbound marketing software. Because we combine the Bradford Group’s well-known content generation capabilities with Hubspot’s pioneering inbound marketing software, our clients are bullish, not bearish, about their futures.

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