According to Forbes, 93 percent of B2B companies believe content marketing is a better lead generation tool than more traditional strategies. Creating content is a great way to find more qualified leads for your business.
Let’s look at some tips for leveraging your content to get as many leads as possible.
What is Content Marketing?
Most people think of articles, blog posts, and other written information when they think of content, but it comes in many different forms, including:
- White papers
- Case studies
Content helps draw more visitors to your website, YouTube page, or any other distribution channel you’re using through ranking in the Google results, getting shared on social media, and reaching people wherever they spend time online.
Getting them to visit your page to view your content is the first step. Once they’re there, the goal is to convert them into a lead by having them give you their email address, their phone number, or some other way of reaching them.
There are several ways to improve your chances of convincing them to share their contact details.
Create a Customer Avatar
Before you spend any time creating content, you need to know who your typical customer is and what topics they’re most likely to have a high level of interest. The best content in the world isn’t going to convert well if it doesn’t connect with your audience.
An avatar is a fictional version of your “ideal” buyer persona that you can use as inspiration for your content. When you write an article, record a video, or make anything else, do it as if you’re making it for that specific person.
To create your avatar, map out the following things:
- Biographical information (age, sex, family makeup, etc.)
- Their values
- Their most pressing problems
- Interests (entertainment, hobbies, etc.)
- Their role in making the purchase
- What kind of objections they are likely to have
Choose What Type of Content to Create
There are many different types of content that you can use in your marketing strategy. These include blog posts, videos, podcasts, infographics, listicles, how-to articles, cheat sheets, ebooks, and many more. Your customer avatar will help you choose the right formats for the types of leads you’re targeting.
For example, if your avatar is a 55-year-old empty nester, they’re probably going to prefer a different type of content than a 21-year-old college student.
You also need to decide on the goal of your content. Do you want to educate your audience about your market or do more direct promotion of your business? And is the content designed to drive traffic to your website or convert visitors into leads once they get there?
Decide on One or More Distribution Channels
Once you know what type of content you’re going to focus on, you need to figure out how you’re going to get it in front of your audience. If your business has a blog, it can be your primary channel, but you should also use other sites that are suited to the content.
If you’re creating videos, YouTube should be one of your priorities. For images, Instagram and Pinterest might be the best choices. When creating a podcast, the iTunes Store is the most valuable channel. Different formats work best on different channels.
Create a Lead Magnet or Content Upgrade
Once you know who your ideal audience is and you’ve got your content and distribution plan in place, you need a way to convert visitors into leads. Lead magnets and content upgrades are two of the most effective ways to do this.
A lead magnet is a giveaway of some sort that works as an incentive to get people to give your their content information. For example, you might offer an ebook that teaches the reader how to solve a problem related to your market. You can give the ebook away in exchange for their name and email address.
A content upgrade works similarly, but instead of an independent product that you give away, it expands on other content on your website.
For example, you might have an article that gives a high-level overview of a topic with a content upgrade that gets into more detail. To get the upgrade, your visitor needs to provide you with contact information.
The secret to a good lead magnet or content upgrade is to make it so high quality that everyone who goes through it will think, “I can’t believe they’re giving this away for free.” That thought usually leads to, “Imagine how good their paid product/service must be.”
Sell Your Lead Magnet/Content Upgrade
Once you have your lead magnet or content upgrade in place, work hard to sell it to every visitor. They might not be paying you for it, but you still need to sell them on why it’s worth giving you their contact details to get it.
In some ways, it’s harder to sell a giveaway than it is to sell a paid product. If someone buys something and doesn’t like it, they might be able to request a refund. Once they give you their contact information, it’s not as easy to undo that.
The content on your website or other distribution channels should focus on selling the giveaway, not your main product. Get people into your marketing funnel first, then warm them up to spending money with you.
Optimize, Optimize, Optimize
Once your lead generation system is in place, you should focus on improving it as much as possible. Increasing your conversion rate takes a lot less work than setting up another lead-gen funnel, and it can be even more profitable in the long run.
Remove as many distractions from your website as you can. Things like navigation bars and menus give people something else to click on rather than the lead-gen offer. Strip everything else away, so they have to either convert to a lead or leave your site.
Use a tool like Google Analytics to track your visitors from the first click until they convert to a lead. As you test things like headlines, color schemes, and calls to action, you can see how those changes affect your conversion rates. Keep the positive changes and toss the ones that don’t work.
Supercharge Your Content Marketing for More Qualified Leads
If you’re looking for more qualified leads but aren’t sure where to start with content marketing, Powerpost can help. Our simple 4-step process will help you become a powerful content publisher that’s considered a top expert in your industry.
Get in touch with us today to find out how we can help get more leads in your sales funnel to grow your business.