Some businesses struggle when it comes to their lead generation strategy. Thankfully, there is an easy enough solution to help them along the way. With a growing focus on high-value content for lead generation, modern SEO requires modern solutions. When your users trust you, they are more likely to trust any potential marketing you may provide for them. One way to earn their trust is through high-quality content creation.
While old-school advertising still has its place in the market, the most effective form of marketing is content marketing, especially in the form of blogs. Many B2C and B2B marketers are now generating leads through social media and blogging, offering their audience a more personal and informative experience. If you create the right content, social media marketing will become easier and more effective. In this two-part blog, we will help you to better understand why you should include content marketing in your lead generation strategy.
Here are the first three steps to generating leads with content marketing:
Step One: Do Market Research
Embracing the digital age does not mean that you should ignore the ground work. Market research is vital, especially in cases where you aren’t fully familiar with your target audience’s wants and needs. Smart decisions come from understanding. Once you understand a market and how it operates, you are more likely to do well. For example, if you find an audience likes one product, but doesn’t love it, you should do whatever you can to make a product that they truly love. The only way to do this is to understand their reasoning.
So how do we go about this? Well, to start, keywords are an excellent way of determining what your audience is interested in learning about. Commercial keywords, for example, indicate what your target audience is looking to buy. This is achieved by demand generation media marketing. Google’s Ads Keywords Planner can be used for this by adding your keyword into the search box and choosing “Get ideas”.
Demand generation focuses the words as needs for the target audience, which will lead to more successful media marketing. This tool is useful in seeing how many potential customers search for your service or product, which could then prompt you to create targeted social media ads through specialized content. By cornering a niche market with your primary tool – using content that answers the target audience’s questions about that niche – you will be much more successful at lead conversion. Furthermore, answering questions and engaging with your target audience helps to build your brand and nurture a more trusting relationship with potential customers. A loyal audience is invaluable when it comes to sales.
The key with this type of marketing is to be patient and keep on track. Market research hasn’t changed all that much. You need to know what your target audience wants and where they go to look for answers to their problems (hint: It’s usually a search engine). Once you understand this, you can easily lead them towards your site, where they can find the solution they are looking for.
Step Two: Create Effective Landing Pages
When it comes to your lead generation strategy, nothing is more important than your landing page. If you really want to focus on conversion rate optimisation, you need to start looking into how your landing page operates. You are responsible for understanding the reason for your landing page, and what you hope to achieve with it. Once you have established that, you can move on to perfecting the recipe.
It all begins with an attractive headline and a completing opening. You want your audience to continue through the content. Make them want to stop and see. While it’s true that a colourful landing page will draw attention, you want to do more than be looked at. You want your visitors to become leads. Make your landing user friendly and interesting by including strong and compelling information, and make sure your landing is fast.
Recent statistics by KISSmetrics show that a one-second delay in landing page load time will most likely reduce conversion rate by 7%. Usability is, therefore, paramount to success. Make sure that your page is easy to navigate in order for visitors to find what they are looking for. Aesthetics, while not a utility, should never be overlooked. A page that is too distracting will confuse visitors, but a boring page will make them lose interest.
Targeted information can also help to generate leads, as strong lists of benefits, testimonials and reviews, and calls-to-action or opt-in forms all make for informative and helpful content. Consider adding a personal photo, or an “about me” section, as this will help to build the trust bond with the audience.
With your landing page, you should always be putting your best foot forward, as this is where your audience gets to connect with your brand. A good landing page can help to convert leads.
Step Three: Work On Lead Bait
Email is, undoubtedly, at the top of the list of important tools for lead creation and customer retention. In order to add to your email list, you will need to lay some ‘bait’. Lead bait is any valuable resource or tool that is used to entice your leads by making their life easier or better in some way. Lead bait draws your audience in, making them more likely to engage with information about you and your brand, increasing your chances of conversion. With the rise in smartphones and mobile devices, email has become more accessible, making it an excellent resource of connectivity.
You should use email in order to connect with and nurture subscriber relationships, which will increase the potential of you converting subscribers to customers. Use lead nurturing emails to enlighten and entertain your leads with more free content that will help them make a smart buying decision.
According to HubSpot’s marketing statistics, businesses that nurture their leads through email generate 50% more sales-ready leads, at a cost that is lower by 33%. Nurtured leads yield a 20% average increase in sales opportunities, compared to leads that are not nurtured.
When a lead joins your email list, they should receive a confirmation email, which qualifies them as subscribers. Only send them high-quality information once in a while, so as not to bombard them. Your subscribers will be expecting to receive regular updates that are richer, more valuable, and actionable on a regular basis. Communication will prevent them from forgetting about you and going to a brand that they feel values them more.
Lead Bait Applications
Lead bait is not limited in application. By understanding your target audience, and how they respond, you are more likely to appeal to them in terms of bait. For example, a makeup artist, looking to build a list of potential customers who will eventually buy their makeup palette, can use a video to set bait, because visual demonstration sells beauty products. However, if your target audience is truck drivers and transporters, articles, ebooks, and videos may be a distraction for them while driving. A podcast or audio training, focused on being upbeat and engaging, will work really well. Or, if you are looking to give set-up instructions for software, a step-by-step blog with screen-shots can be really helpful. See how knowing your target audience can help to understand which bait is best?
High-volume information based content is another good option, particularly when looking at a B2B lead generation strategy. Case studies, white papers, ebooks, and online courses all offer your audience further insight into your brand and the product or service you are providing. They can be used to back up any claims you may make, and increase awareness to a potential need for what you are selling. An informed buyer is a smart buyer.
Three Steps to Victory
If you want to improve your lead generation strategy, you need to start implementing content marketing. Content can be used to increase brand awareness and reliance, ultimately converting visitors to life-long customers. These three steps can be extremely helpful in starting your content marketing journey. Effective marketing is more than just an ad placement. You need to build a strong and trusting relationship with your audience, which will help you win, time and again.
Stay tuned for part two of this blog, which will showcase three more tips on how to generate leads.