Honey Copy

Articles.

Riffs on marketing and writing ––

The super simple B2B lead generation strategy proven to double, triple and quadruple brands of all sizes.

B2B Lead Generation Strategy

I’m going to give away all my secrets. Okay, not all of them. Just the ones that have helped me turn my one-man writing shop, Honey Copy, into a six-figure mini-behemoth that has worked with brilliant brands across the world to write pretty words and sell like hell.

Two years back, when I was first cutting my teeth in the fast-moving (at times cutthroat) world of content marketing and copywriting, I was generating leads the old-fashion way… hustling.

Every morning I would wake up, open up my email and send cold emails left and right to top dogs at big brands in hopes to get a bite.

I’d bet in my first year I sent 200-300 emails a week, religiously. Some would call it spamming (looking back I would probably call it spamming), but I was bound and determined to make a name for myself in this game and so I kept firing off email after email.

Through cold email, I was able to build Honey Copy from a $0 to roughly a $50,000 freelance business. But, like many of men and women and marketers before me, I wanted more.

Eventually, I realized the cold emailing strategy was only going to get me so far. And, while it certainly taught me how to write better copy (after all my lively hood depended on it), I knew the strategy wasn’t sustainable.

So, I pivoted.

I created a B2B lead generation strategy that changed the game I was playing –– suddenly I had customers knocking down my door versus me exhausting my spirit and bloodying my knuckles knocking on theirs.

By implementing my very own tailored B2B lead generation strategy, I was able to take Honey Copy from a $50,000 business to a six-figure one. And, eventually, I think my strategy will transform the S.O.B. into a million dollar a year one-man writing shop. I’ll write another post if that day ever comes.

Chest pumping aside, doubling, tripling and quadrupling any B2B business is one-hundred percent possible with the B2B lead generation strategy I am about to share with you.

And, you might be wondering… Cole, you moron, what if another copywriter steals this B2B lead generation strategy and uses it to kick your ass at your own game?

Well, for one, I’d tell you to tell them to bring it on. And, for two, I’d tell you that 99% of the B2B brands (and copywriters for that matter) that read this article won’t do a damn thing with it. But, please, prove me wrong.

Okay, now, without further ado, let’s talk about how you can skyrocket your sales with a B2B lead generation strategy that attracts customers like bees to honey.

The B2B lead generation strategy you can start implementing tomorrow.

I’m going to be completely honest with you. This article you’re reading right now about B2B lead generation is actually part of my B2B lead generation strategy.

At multiple points during this article I’ve pointed you to a tiny but mighty landing page in hopes that you’ll pass along your email address to me. And, most people do, considering the page converts at about 70%.

Why am I telling you this? Because by the end of this article, there is a good chance you’ll have some type of urge to either subscribe to my email list or send me a note about doing business together. This urge is proof the strategy I am about to share with you… works.

But, enough with all the blabbing. Let’s get you started on step one.

B2B Lead Generation Strategy Step One: Write solutions to your prospective customer’s problems.

When most people think of content marketing, they think of blogging, which is bullshit. Anyone and everyone can blog. In fact, so many people and brands are spitting out such poorly written blogs nowadays that I’ve started dropping the term altogether.

Seriously, you’ll notice on my site’s navigation the word “articles” versus “blog". I’m not a blogger. I’m a goddamn writer.

We aren’t writing blogs. We are writing articles. And, more importantly, solutions. Any chump with a keyboard and an opinion can slap together a blog with a clever name. It takes a savvy brand with in-depth industry knowledge to craft an article that can become an invaluable resource to their customers. Or, prospective customers, rather.

The first step in my B2B lead generation strategy is to write articles that offer solutions to your customer’s problems.

Grammarly, the writing app that protects users and teams from sounding like idiots in their emails, crafts articles that help their customers write better by offering tips like how to use an apostrophe correctly.

Slack, the tool that allows teams to collaborate better, publishes articles that help users work better, faster and smarter like the recent one they wrote arguing that productivity is about purpose rather than busyness.

Basecamp, the software that lets brands and marketers get far more organized with their marketing efforts, writes brilliant articles on… well… everything. Or, so it seems.

But, in order to write high-caliber articles that your customers actually want to read (and cough up their hard-earned money after reading), we must establish the greater solution our articles are trying to solve.

Here at Honey Copy, the greater solution I am trying to solve through my articles is to help my readers make more money and craft cooler more interesting brands through the written word.

Establishing your greater solution or intention behind the articles you’re writing is generally pretty simple. If you’re a B2B brand selling a new innovative CRM software to brands, your greater solution for your articles might be… to make salespeople across the world better, smarter and more thoughtful at selling.

Yes, that’s simple. But, it’s powerful. If I were a sales manager, I would want my salespeople to read that blog (if it’s good of course).

And, that brings me to another point. As you begin writing your solution-driven articles, you need to be thinking about who you are writing to.

Establishing a “target market” isn’t enough. A 25 - 40-year-old sales manager isn’t a reader, it’s a target market. And, we can’t write effectively to a target market, not if we are wanting to sound like a real-life living breathing human being writing to another real-life living breathing human being.

Instead, we must write a bio of our reader and combine it with the greater solution we hope to offer.

This would look something like…

Dave Dundee is a sales manager at a fast-moving technology startup. Due to the nature of startup culture, he is in a big role at the young age of twenty-seven and while he is certainly capable, he is both trying to manage while also honing both his managerial and sales chops. Our articles are helping Dave become a world-class sales manager as quickly as possible. We’re going to load him down with such great insight with our articles, his company will be forced to give him a promotion.

Hell yeah. Now we are getting somewhere. We can write some damn good articles to that.

Got it? Good. Let’s move on to step two of this super simple B2B lead generation strategy.

B2B Lead Generation Strategy Step Two: Brainstorm article topics that stay true to your greater solution (and power them with SEO).

Once we have set our greater solution or intention rather, we must begin brainstorming articles that align with this greater solution.

As I mentioned earlier, the greater solution of my articles is to help my readers make more money and craft cooler more interesting brands through the written word.

Here’s a list of a few articles I wrote last year (you’ll notice, for the most part, they were pretty true to my greater solution):

In the above articles, Does sex sell? brought me in a lead that ended up being a $2,500 project. Writing good advertising copy is like writing a love letter convinced a Belarusian angel investor to fly me out to Minsk, Belarus to work with three of his startups. And, The Psychology of Selling, which went viral, has generated tens of thousands of dollars for Honey Copy and still continues to do so today.

I say all of this not to brag but to show you that investing in well-written and extremely informative articles are the only B2B lead generation strategy you need to double, triple and quadruple your business (no matter the size).

I’m just a one-person writing shop that doesn’t spend $1 on marketing. Imagine what your brand could do with a big marketing budget and an entire team to start slinging stellar articles?

Anyway, this is where things start to get really interesting. Let’s talk briefly about SEO.

Search Engine Optimization sounds complicated but it’s really very simple and it can be used as an excellent tool to help brands know what problems their prospective customers are struggling with.

Not to mention, when leveraged correctly, SEO-powered articles can act as free virtual billboards for your brand.

There are countless resources out there created by marketers way smarter than me that can teach you the fundamentals of SEO –– like the SEMrush blog.

But, to give you a quick idea of how SEO works, just understand that it’s Google’s way of finding the best answer (or solution!) to a searcher’s search or question.

And, while there are tons of tricks and hacks you can use to boost your sites SEO, from my experience the best SEO practice is to write extremely high-quality articles. Or the best answer to your customer’s question.

I currently rank on Google’s first page for a number of articles and I’m no SEO wizard. I’m just committed to writing damn good articles.

A big mistake I see a lot of brands make is spending hundreds of thousands of dollars on articles but never honing said articles for SEO. In my opinion, it is better to write one world-class article a week that has a real shot at ranking on Google’s first page versus writing five mediocre articles a week.

When it comes to article creation, quality always trumps quantity.

B2B Lead Generation Strategy Step Three: Craft a damn good landing page

Once your team is committed to writing high-caliber SEO-powered articles, you need to craft a landing page to direct your reader’s to. When your articles are good, you’re going to get readers wanting more, that’s where the landing page comes in.

When it comes to landing pages, you can write a sales page that directs your readers to your products, pricing, free trials, etc. Or, like me, you can simply create a landing page that asks for their email.

I have chosen the latter for the following reason: 95% of site visitors never return again. In my mind, I would rather have the reader’s email address so I can have a real shot at selling to them tomorrow and the next day and the day after… versus trying to sell to them today and potentially losing them forever.

So, with that said, let’s talk about how you can create a good email opt-in page that converts readers into subscribers.

Unlike most marketers, I don’t offer a free ebook or some free incentive for signing up to my email list. In fact, I would recommend most brands avoid doing this.

The copy on my email opt-in page is simple yet enticing –– The closest you’ll ever get to someone emailing you money: Paper airplanes delivered right to your inbox containing marketing & copywriting secrets to help you 3x your sales.

Your email opt-in should stay true to the “greater solution” we discussed in step one of the B2B lead generation strategy.

Once you’ve created your email opt-in page. Sprinkle your article with links to it. Put it everywhere. Make it super easy for your readers to click it. No, don’t make it sales-y. But, it should be there and it should be noticeable.

As writers, we never know exactly what’s going to convince a specific person to take action. So, we must drop a link to our email opt-in throughout our article. You can also do this with an email pop-up form but I find that shit to be annoying and I imagine most readers do too.

B2B Lead Generation Strategy Step Four: Create an email sequence that turns leads into customers

In 2019, I’m going to start emailing my list often… maybe once a week to begin and then multiple times a week when I release my copywriting course.

Creating an email sequence you can throw on auto-pilot for your customers is essential. My hope is to create one that consists of 5-7 different emails next year.

But, what does this look like for you? Let’s say you’re a startup selling an innovative CRM software and 1,000 people subscribe to your email list after reading one of your dozen or so articles. You might send these new subscribers the following email sequence…

Email One –– An introductory email welcoming them to the newsletter with links to your most helpful articles.

Email Two –– A note from your founder telling your startup’s story (everyone loves a good startup story).

Email Three –– A classic sales letter outlining the perks and benefits of using your CRM software with a hard sell at the end.

Email Four –– A quality customer story about a brand that used your CRM system and saw massive results because of it.

Email Five –– A limited-time deal on your CRM software (maybe it lets them try it for 25% off the first month).

You get the idea. What I love about an email list is that you have the chance to sell your prospective customer on a handful of occasions versus on just one.

That was a lot, so let’s do a quick recap on this B2B lead generation strategy.

Step One –– create the greater solution you’re hoping to achieve with your articles and then write out a very clear bio of the reader you’re writing to.

Step Two –– brainstorm a list of a dozen or so SEO-powered articles to start with, use tools like SEMrush to make this much much easier.

Step Three –– create a damn good email opt-in (a page you can direct all of your readers to).

Step Four –– craft a 5-7 part email sequence you can throw on autopilot, be sure these emails are extremely valuable to your customers and consist of a nice mix of free helpful resources, customer stories and of course a sales email or two.

If you’ve made it all the way to the end of this article, you can pretty clearly see this B2B lead generation strategy isn’t overly complicated. In fact, it’s rather straightforward. So straightforward that you can get started tomorrow. Or, even today.

If you need some help, give me a call. Otherwise, I’ll see you next time.

By Cole Schafer.


You gotta check this out -- Sticky Notes is my email list reserved strictly for entrepreneurs and creatives looking to sell like a Florida Snow Cone Vendor on the hottest day of the year.


Cole Schafer