Network Marketing: Why It Works and How to Generate Leads Online

Forbes ranked the top 20 marketing strategies from a study of over 500 senior marketers. One of the findings was that “in-house marketing specialists generate more leads than marketing departments within large companies.”

Network marketing is a form of marketing that relies on establishing strong relationships with customers. The strategy is to provide valuable, relevant content that appeals to prospects while also nurturing these relationships to generate leads and close sales.

How does network marketing work? Let’s dive in.

The Content Is King

One of the most effective ways of attracting and converting leads into customers is through content marketing.

Content marketing is a type of marketing that involves the creation and distribution of high-quality, valuable content to attract, inspire, and engage audiences.

The content might be anything from an eBook to a webinar to a whitepaper to a blog post. The point is that it must be valuable, relevant, and consistent with the brand.

Even better, you can target specific areas of interest to narrow the audience and increase the chances of the content sparking engagement and action.

Interactive Resources

Although content is important, so is the ability to interact with it. When someone clicks on a link or watches a video online, they’re entering an interactive space where they expect to engage with the content.

The catch is that not all content is designed to be interactive. In fact, if you look at the data from the Forrester study, 61% of respondents said that non-interactive content such as a blog post is more effective than content designed to be interactive, such as an online whitepaper.

To engage and convert, you need to determine what works best for your audience. If you’re having trouble figuring that out, try testing various styles of content to find what resonates with your target audience.

Forbes suggests creating a buyer persona and target audience persona, which helps you identify your ideal buyer and what they need. Then, you can decide which content strategy to use.

Inbound Marketing

Inbound marketing is all about attracting, engaging, and converting potential customers into leads and then into customers through quality content that is easily found and accessible.

To put it simply, inbound marketing relies on creating value for your audience and allowing them to find you – not forcing them to look for you.

A popular example of inbound marketing is Copyblogger, which helps writers and bloggers generate traffic and build credibility through relevant and engaging content.

Generating And Nurturing Leads

Once you’ve established a base of engaged and interested leads, you can move onto the next stage of the marketing process and develop a plan to nurture these relationships and grow your business.

The best part about leads is that they’re available to you at any time, anywhere, and on any device.

That being said, not all leads are created equal. You want to focus your efforts on nurturing those leads that can convert into paying customers and determine whether or not to extend an offer to bring them on as a customer or partner.

Inbound Marketing and HubSpot both suggest that you should follow up with a contact within two weeks to establish a follow-up schedule.

According to HubSpot, customers who receive the most post-sales support convert 12% more often into paying customers.

The Role of Sales

Now that you have a solid base of leads and prospective customers, you can start to build out the role of sales in your organization.

You’ll need someone to qualify the leads and manage the sales process. You can also use a tool like HubSpot to create a lead list and follow up with contacts to close the sale.

It’s also important to set the right expectations from the beginning. If you’re looking for a traditional salesperson to close the deal, you might find yourself disappointed.

What you want instead is for the salesperson to play a strategic role in your organization by providing value throughout the buying process and ensuring that everyone’s needs are considered. They might also be responsible for helping you grow and manage your business.

As you’ve probably guessed, the success of a network marketing strategy depends on a few factors, including your talent and expertise in attracting, nurturing, and converting leads into paying customers. With a little bit of luck, hard work, and some well-placed content, you can achieve impressive growth.