Lead generation is the fuel of every business. You can set up a lead generation strategy in countless ways. Still, content marketing is probably one of the top options since it also helps boost SEO efforts, build brand awareness, helps establish expertise, and much more.
Yes, it’s about creating valuable content and showing it to the right people, but that’s easier said than done. Let’s see how you can turn all that traffic into valuable leads you can easily convert into paying customers.
Do your market research
Before you can be proactive, you need to learn as much as possible about your market. According to Firestarter SEO (https://www.firestarterseo.com/denver-seo/), “the best way to start your market research is to see what your audiences are searching for online.”
Focus on the keywords people enter in their search engines to find relevant information. Find significant gaps between keywords that competing brands don’t saturate. Once you do that, align your services and content with those keywords.
Thankfully, many tools can easily give you information about keywords and valuable insights. Define your buyer’s persona in detail and ask people direct questions about the services, products, brands, and features they need.
Optimize your landing pages
Your landing pages are where it all happens regarding lead generation. Here are two factors you should consider.
- Structure
When a potential lead lands on your page, everything should be clear and logical to them. The landing page structure enables that through attention-grabbing headlines. Your web copy must be short, concise, and quickly deliver information.
Adding several secondary headlines and creating subcategories while looking at the context of the whole page will make things even more digestible.
- Design
The design of your page makes your presence visually appealing and creates a natural “flow.” At the same time, it allows you to showcase your brand through logos, colors, images, and artwork. You should fit all the information into clear and appealing visual elements that highlight the importance of the content inside it.
One of the essential elements to add to your landing page is a CTA section. Make it stand out; that’s how you can convince customers to take a step forward.
Analyze your lead generation funnel
You can create a lead generation funnel similar to a sales funnel. Take a look at the customer journey by analyzing critical metrics such as:
- Funnels
- The time people spend on pages
- Number of visitors
- Bounce rate numbers
- Conversion rates
Combining these metrics with market research insights, you can map a customer journey and use it to create a lead generation funnel with these steps.
- Build awareness.
Building awareness with content includes blogs, emails, videos, social media, images, and SEO. Focus on creating as much traffic as possible so you can pick out valuable leads.
- Identify hot prospects.
Collect data about leads, their contact details, gender, income, level of education, marital status, etc. Create a list of people and segment them according to their engagement and interest.
- Engage leads.
Engage your leads with personalized strategies by relying on insights about them and their crucial pain points. Again, rely on different channels and types of content that address these pain points.
Where to promote content
There are many content promotion options, but the question is, which brings in the best ROI? Here are some channels you should always focus on when promoting your content.
Social media
People spend a lot of time on social media, so you can always target and engage them with your content. The crucial step is determining where your audiences are and how they behave on social networks to deliver the best advertisement possible.
Blog
Blogs are passive pieces of content you can share on multiple channels. However, for a blog to work its magic, you must invest a lot of time and effort.
Once you’ve created a compelling information hub, people will organically consume your content and inquire about your products or services. A blog gives you the opportunity to showcase expertise while boosting your SEO rankings and organic traffic.
Email might seem outdated, but it’s a viral marketing channel because everyone checks their email daily. Email allows you to tailor a personalized and direct approach to hot leads and take your relationships to the next level.
It’s an excellent place to deliver the right content while following up with leads using relevant information, promises, sales pitches, etc.
Conclusion
If you take these simple steps above, converting leads will be much easier. Don’t miss out on the opportunity to engage with them, and don’t let them go cold. Maintain ongoing communication and create incentives to remind them of their interest in your products or services.
