If you are making an effort to create and publish content for your business, ensure you are doing it correctly. It means the website is generating enough traffic, generating leads and building trust with the audience. The best way to do this is with content marketing.
It engages the audience and builds a positive perception of your brand. Now, it is no anymore a market trend, but it has become a strategy to get success. With content marketing, your brand can get relevance and online visibility.
Whether you are a B2B company or sell services or products to B2C markets, lead generation is important in every business. Without leads, a business will not have the chance to convert prospects into customers.
Now, the question is how content writing services will create content that will help to generate leads. Here are some of the effective ways that will help you to generate leads with content marketing.
How does content marketing help to generate leads?
In this digital world, marketers need to come up with interesting, interactive and new content to gran the audience's attention. Here's a list of strategies to help you:
Know your audience
You need to know your audience to create content, and the best way to do it is to look at the buyer personas. If you create content that doesn’t match your ideal audience, then you might not generate leads or get unqualified leads that will not convert into a sale.
If you know your customer, you can create value-filled and informed content that answers their questions. Details that should be included in the buyer persona are biographical info, pain points, and role in the buyer's journey. Answering such questions will determine your target audience and help you create content and improve conversions.
Content type
There are many types of content, but to have a profitable ROI, your brand needs to create content that suits your audience. There are two reasons to have a content marketing campaign to generate leads or traffic. These two go hand in hand as you need to bring traffic to generate more leads. Here are some of the examples you can use:
Video content
Blog posts
Podcasts
Infographic
Content syndication
Creating content is an excellent way to generate leads, but what should you do if your blog has not started generating traffic? Content syndication is the solution to make people see your content.
It is a process of uploading the content to third-party sites to increase engagements and generate traffic. If you syndicate content on a site that has a lot of traffic, then you have the chance to generate leads.
Make sure to use canonical tags to avoid duplicate content issues and tell Google which is the original one that should give SEO equity.
Develop lead magnets
Lead magnet plays an important role in lead generation. You can't generate leads if you have an ineffective lead magnet, even if you have traffic.
Some of the characteristics an effective lead magnet should have:
Specific: Don’t create a generalized lead magnet; it should be specific to the users to get a high conversion rate.
Solve user problems: If the lead magnet doesn't solve the users' specific needs, then it can't generate leads.
Easy to digest: Most people don’t prefer lengthy books. So the easier it is to consume, it will keep the audiences more engaged.
Easily accessible: The user might not get converted if the process of getting the offer is too long. So, try to deliver it right away.
Types of content that serves as lead magnets:
Videos
EBooks
Webinars
Courses
Reports
Choose the right distribution networks
Besides creating content, choosing the right marketing channel to distribute them is also important. There are two main channels-paid and organic.
If you have a limited budget, organic channels are the best as it doesn't require money to start. It takes a little time to build credibility and authority online. Some popular channels are:
Facebook
Instagram
Twitter
Quora
LinkedIn
Paid distribution channels generate results quickly. If PPC campaigns are properly optimized, you need to purchase ads, and you can see traffic immediately. Some popular channels are:
Display ads
Social media ads
Search ads
Using this both helps generate lead holistic for your website in the long run.
Improve your landing page
If the website gets a lot of traffic but the landing page is not optimized properly, you will waste opportunities to generate leads. You can optimize the landing pages and improve the conversion rate by following the below strategies.
Remove navigation page
If you keep a navigation page at the top of the landing page, it can distract the visitors from getting converted to leads. There should be only two options either close the page or opt in.
Make a CTA button
The CTA button should be visible and grab the visitor’s attention. The three colours for the CTA button should be yellow/orange, green, and red, while the worst are brown, white and black.
Guest blogging
Guest posts are an effective way to get leads, gain quality backlinks and improve brand awareness. It also helps to collaborate with other sites successful in the field you are working on.
Many websites also have options to give a link in the authors' bio section. So, you can give a link of the landing page rather than of a home page. The reason for doing this is to make the lead magnet relevant to the guest post.
Final Thought
When creating a marketing strategy and business plan, follow the right steps to ensure the business gets maximum return on investments. Follow the strategies mentioned above that will help to generate leads, drive sales and increase conversions for your service or product.
Meeting your marketing goals and growing your company requires new business, meaning lead generation will always be important. Content marketing for lead gen can transform your team's biggest challenge into your biggest opportunity for growth, and these five elements will help you make it happen.
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