In business, there’s always a possibility of making a large move to another space. It could be something as permanent as relocating a branch. It could also be as temporary as fewer updates on your personal blog because you’ve announced your presence at an upcoming convention.
But in either case, it should never be a cause to stop generating B2B leads. Any day not spent trying to cultivate those leads is a day those leads could go to a competitor. What are the best ways to keep them solid and sales-ready even as you plan to make a big move?
Step 1. Announce it as early as possible.
Big studios like Marvel are known to announce movies several years in advance. You could learn something from them. When you make plans to take most of your business activity (or at least marketing activity) someplace else, it’s easier for your prospects to respond when they learn about it in advance. Don’t wait a few weeks before a tradeshow before you announce your participation. Your prospects will have a harder time chartering a flight. Make your intention known as early as months prior so they’ll know what to expect.
Step 2. Lay out the groundwork of what you’re going to do.
Why have you decided to go to this tradeshow or this particular webinar? What will people expect should they follow you to this particular event? Will they get more from you than they would have if they just followed you on Twitter? What are you going to do to get conversations rolling?
These aren’t just question meant for big brands. Even a company like yours needs to give something big to justify the sparse activity in other channels. Much like going on vacation or planning a big company party, you need some groundwork to serve as the spot where most of your resources will be at.
Step 3. Schedule the return to business as usual.
And lastly, a return to business as usual is still expected by your audience. This will prove key while you’re nurturing your leads. Encouraging their participation in an even might even increase prospect interest. However, it’s the hope of seeing you actually putting your company to work that will ultimately convince them to become your client.
Don’t also forget to make sure that your big move can actually promise a bigger, better direction for your company. There’s no point in any kind of innovation if it’s ignoring a lot of present problems.
All in all, a big move is oftentimes a risky one. You have to manage expectations and be transparent about why you’re doing it if you want to keep doing it while generating B2B leads.