This is one technique among a series I’m covering on conversation mining for lead generation.
This application of conversation mining is quite different from the other techniques. It’s based on the premise that if you create interesting content, the leads will come to you rather than you having to go to the lead. So where does conversation mining fit in? Answer: use conversation mining to produce the interesting content. Think of a topic relevant to your customers and chances are, if you explore that topic in NetBase, you’ll find insights worth sharing. Pivot Research recently created infographics this way and shared their story here: http://2012.pivotcon.com/case_studies/netbase.pdf. Not only did Pivot reduce time spent on lead gen but they also boosted leads generated during that time by 33%.
Thinking about your own business, what news has broken lately in your market? Is there a controversial government regulation coming down the pike? If so, then summarize some of the opinions using a Likes/Dislikes word cloud or bar chart. The same could apply to a new technology revolutionizing your industry. For instance, suppose you’re an airline where biometric scanning has gained some popularity for speeding through airport security. What do flyers think about it? Set up a topic on it and find out what your market thinks. Copy and paste some charts out of NetBase, apply some formatting, and voilà you have an infographic to strike up conversation with your online prospects. Doesn’t that sound like a better way to engage than going in for the close on first contact?
To discuss how this or any of the other social lead gen techniques from the series could work for your specific case, please contact NetBase (firstname.lastname@example.org) for help assessing your requirements.