Content will be the backbone of gaining leads that convert to clients and customers.
Because of this, it has to be well thought out, consistent, and valuable to your target audience. The content your business releases needs to be strategized well within your digital marketing plan to make it effective. This way, it can generate the right leads for your business, which results in higher conversion rates and, therefore, more business opportunities.
What Is Lead Generating Content?
Lead generating content is an approach to digital marketing that provides your target audience with valuable, consistent, and relevant information about your businesses’ offerings. It is how you set yourself apart from your competition and showcases how you are unique. Such content includes the copy on your website pages, blogs posted, social media posts, videos, podcasts, infographics, and anything else that is posted on the internet in regards to your business.
Such content aims to get new leads for your business that have a high potential to become long-term or recurring clients. To get these leads, it is a common misconception for most business owners that they need to spend a lot of money on paid promotions and ads. But with the right content strategy in tandem with a supportive social media plan, you can attain your goals without spending all too much.
Many factors contribute to why your business gets leads. First is the direct method where you employ the use of email marketing and cold calls. Next, you have running ads in newspapers, magazines, and maybe even billboards. But in the digital marketplace, the two things that get your business new leads are SEO optimization and lead generating content. SEO optimization is what brings organic traffic to your website and gets you on the radar of your target audience. The content of your website is what turns this traffic into convertible leads.
In order to convert traffic, the first thing you need to consider is website copywriting. Every page of your business website needs to contain the right information in the proper context. This means keeping in mind only the most important elements required on each page. For example, a homepage should be a brief introduction about your business and the value it offers clients, not a detailed explanation of the offerings you have. That should be on the product page.
Understanding how to create lead-generating content requires that your business understand the audience you are targeting. Once you have that, you can start putting together a solid and effective content marketing plan.
Benefits Of Content In Generate Business Leads
In this day and age, businesses always need to keep in mind that content is king when it comes to their online presence. This is especially true if you are offering products and services in the online marketplace. People need to know what sets you apart from your competitors and why they should trust you over them. And the way to do that is through the content you present to them. If you use content correctly, your business and achieve its goals and see more opportunities come its way. Here are some reasons how.
Attracts Quality Traffic
It’s great to get traffic on your website as a business, but what will really determine its success in meeting your goals is the quality of the traffic you are getting. Quality traffic means those who visit your website and are more likely to become customers than those just browsing through. The difference is, these visitors have a purpose. Whether they are searching for a specific answer to a query or have an interest in your product or service. Basically, their conversion rate is very high.
Shows You Are An Industry Leader
Great content will be able to provide solutions and answer questions of those who seek information. If you are able to give your audience the information they need, it shows that your business is knowledgeable in the industry, making it a trustworthy and reliable source of information. This, in turn, makes it more likely that they will go to you for what they need in terms of your offerings.
Demonstrates That You Add Value
Adding value to the lives of your target audience will be your unique selling point. Meaning, this is what will have them go to you instead of your competitors. Every business in your industry may offer the same information, products, or services, but if you can find a creative way to present it and add something to what you offer, then generating leads becomes easier for business. The key here is to figure out what the audience expects from your industry and then incorporate it with what works best for you to achieve your business goals.
How Do I Create Effective Lead Generating Content?
If your business is just getting into planning out its content strategy and how it will be presented, then there are a series of steps to take so that it will be effective. Before you get to drafting and finalizing the content for your website, consider these steps, so you get effective results for your business.
Step 1: Conduct Market Research
Before you can create any sort of content for your website and social media, you need to know who your target audience is. Your target audience are those who are likely to be most interested in availing of what you have to offer. Additionally, these people will find value in your content because it directly impacts their lives.
Getting to know your target audience is more than just knowing they are interested in your offers. You also have to dive deeper and get information on where they are located, how they search for keywords on search engines, and what their purchasing patterns and behaviors are. Finding all this information can be difficult, but the best way to go about this is to see how they interact with competitor offerings. You will also have to do extensive keyword research to see with terms are most commonly searched based on your location and offerings.
Look into how they engage with the social media posts of competitors and see what they talk about and the questions they ask. Find out how competitor blogs use tone and style to engage. Basically, this stage is market research. By knowing how your target audience interacts and engages with your competitor, gives you the chance to apply this to your own content and add a unique twist that makes your business stand out.
Conducting market research is perhaps the most crucial step; that is why it is first on the list. You want to ensure your offerings reach the right people. Even if you have great content, if it does not get in sight of the right audience, your efforts will go to waste.
Step 2: Have An Enticing Landing Page/ Home Page
Once you know how your target audience finds offerings similar to yours and why they are interested in them, you can now start conceptualizing content for your website that will convert those who visit into leads and customers. Your landing page or home page is the first thing people will see when they visit your website. With that in mind, the landing page has to be perfect, both in terms of the copy and the user experience.
To have an enticing landing or home page, it’s best to go into a little detail about its anatomy. First, this page needs to have a compelling headline. One that is strong, captivating, and builds interests. This headline should make readers want to scroll further down the page to see what more there is to see. The next thing your landing page needs is to be is designed well. This includes the typography, layout, spacing, colors, and overall aesthetic appeal. Make sure that the designs you choose are directly related to your business goals and have relevance to what you are offering. Doing so will ensure that you stay on the brand so people can easily associate your business as an industry leader.
Step 3: Find Creative Ways To Lure In Your Target Audience
Lead bait is content for your website is what draws people to click on the link leading to the specific page you want them to see. This can be in the form of enticing social media posts or videos on YouTube showcasing your businesses’ capabilities in getting your target audience what they need. Just like at every step, always have your target audience in mind. In this step, figure out the elements about your offerings that will best get their attention. Bank on that to draw them in and have them explore your website.
Step 4: Create Your Content
In order to get new leads, you need more than a great landing page and enticing social media posts. Your business also needs other content to fill in the rest of the pages on your website. A great business website will have a blog page where visitors can consistently go-to for the latest news about what you offer and any updates in the industry. Having a blog shows visitors you are well informed about the industry you’re in. Moreover, it shows that your business is up to date, which leads to building higher levels of trust and credibility with your audience. With that trust and credibility, they become leads who engage with your content.
Step 5: Promote Your Content
Promoting your content is similar to step 3, luring in your target audience, and it is usually done on social media platforms. The difference is, instead of leading them to your landing or home page, you are leading them to a specific product, service, or new blog post. As you promote your content, keep in mind consistency. This is the key to retaining your target audience. For example, releasing a new blog post weekly and supporting this by informing your target audience on social media about it will have them expecting it. Even if they don’t become leads right away, the consistency may just eventually make them into one.
Building Your Leads List
After your business has adequately researched and strategized on the content you want to present to your target audience, it’s time to build the list of leads and start reaching out to them. While organic traffic and optimizing your SEO are great strategies, you must not forget the basics. Personal calls and emails will also have a significant impact on meeting your business goals. With the information in this article, your business has the support it needs to consistently add to the list of leads and, therefore, a steady stream of business opportunities.