Different businesses are bound to fail if they don’t have a solid understanding of lead generation. Others with lead generation campaigns will not grow their lead list since they do not have a comprehensive awareness of the online sales funnel. They do not know how to move their prospects from one stage to another. Perhaps they think they will create a sale by telling the audience about their business. Using content marketing to generate leads could be an effective method.
Tips on How to Generate Leads Using Content Marketing
Understand that people will never buy from you unless you can offer them something valuable. One way to do this is by providing them with exciting and informative content. Through content marketing, you can direct them to your sales funnel. It is also an effective way to boost your email marketing campaign. Here are some of our recommendations on how you can take advantage of your content to boost your lead gen campaign.
Using Lead Magnets
We’ve talked previously about the different lead magnets that you can use to capture the interests of your prospects. With the help of social media sites, things will be easier today to generate those converting leads through content marketing. For instance, the critical data found on Facebook can be used to predict the trend and the user behavior. We now have more information about our prospect’s interests, personal information, hobbies, and preferences. Facebook understands your target leads; therefore, this platform will be your best friend. Marketers and business managers should take advantage of the insights offered by this platform. Nonetheless, it would be best to be extra careful when using this. Most marketers will fail since they utilize this incorrectly.
How to Combine Facebook with Your Content Marketing Campaign
As opposed to Google AdWords, Facebook will target individuals who are actively looking for your content and service. Meaning they will find people that are ready to convert. Facebook understands that shameless promotion is not the best way to capture leads; therefore, they will be passive and subtle when promoting your content. To ensure that you are doing your part, you want to make things easy for your prospects. You want the sign-up process to be as painless as possible. With this, you can ensure that you are on your way to building a strong community outside of this social media platform.
Content Upgrade
A content upgrade is a part of marketing that will capture leads and boost conversion rates. Compared to the lead magnets we mentioned before, converting leads through content marketing using upgrades is more subtle. It has been successful in doubling the opt-in rates of some businesses. It would be easier for you to create them, and sharing them takes only a click of the button. To ensure that you generate more leads, you want the upgrades to be relevant to your niche. It should also be obvious; the box should prominently appear on every page.
Guest Blogging
Another perfect way on how to generate leads with content marketing is through guest blogging. There are many websites accepting guest writers, but be sure that they relate to your industry. Guest blogging has become a practical part of a lead generation campaign since you are collaborating with websites that are already successful in capturing the interest of your prospects. However, before you even start to pitch in your work, there are things that you should remember first. First, you need to research popular podcasts or blogs within your niche. You can do that using tools like Semrush and Ahrefs by putting your keywords and checking their SERP analysis. Choose to write evergreen articles. Finally, you should add a lead magnet associated with your email marketing.
Webinar Collab
Webinar could be an even more effective content marketing to generate leads. Webinars are live videos wherein you are presenting your content to your audience. You essentially want the viewers to learn something new from you. You can use a webinar as a lead magnet or host a session yourself. You can even use it as a part of your email marketing campaign. However, it has been proven that collaborating with an influencer offers the highest result. Through this, you will be exposed to a new set of audiences who used to be unaware of your business.
Using Survey and Quiz
Making quizzes and surveys may not be the most common way to generate leads through content marketing, but its power is often underrated. It offers the audience information in a fun and engaging way. Through passive questions, you will discover the issues and problems of your prospects. You will have better insights into their journey and what stage of the sales cycles they are currently in. People also love answering quizzes since they get to know something interesting about themselves and the company.
Using Long-Tail Keywords
Compared to your Facebook ads that will appear on the newsfeed of people that may be interested in your offerings, people in search engines will have to use keywords to discover your content. If you target the wrong keywords, they will never find you; thus, they would never consider doing business with you. Some companies will focus on short-tail keywords in their content marketing. While the monthly search volume is high, the competition is stiff, and the CPC is often costly. Understand that the longer and more specific you are in choosing keywords, the better the turnout will be. However, it will not be enough to capture them. You need to provide them with satisfying and informative content. It increases the probability that they will join your mailing list.
Refining Your Landing Pages
Perhaps you are not capturing enough leads since the content marketing of your landing page is too poor. Your audience may feel that your web copy is too self-centric. You want to make sure that your landing page is customer-focused; after all, you’ve developed this page for them. There’s also a chance that your lead magnet is no longer updated. You don’t have to feel bad about this issue; it happens. What matters is that you have the chance to fix them. Update your content on your landing page. Tell your audience how your product or service can benefit them. Use language that your prospects can easily understand. Look for the terms they will commonly use on their social media sites.
Posting LinkedIn Content
For B2B Lead Generation, nothing beats LinkedIn. According to Oktopost, this can lead to an 80% increase in lead conversion rate. You want to make sure that you will advance your company’s branding on this platform. Converting leads through content marketing in LinkedIn will help you boost your company’s growth. There are several benefits that you can enjoy when publishing content on LinkedIn. Articles here will have a higher SERP ranking. Be sure that you will post your stellar article here. Titles should be around 40-49 characters. Add image with high resolution. By using LinkedIn as part of your marketing, you will have this chance to build connections and authority among your fellow professionals. It is not something offered by other platforms.
Guide on How to Generate Leads with Content Marketing
Based on the reports, content can generate leads three times more than the traditional marketing strategies. Nonetheless, doing this the wrong way will not produce your desired result. According to Content Marketing Institute, only 30% of the B2B marketers successfully implement a solid content marketing strategy. Let us highlight some of the best practices that you should do.
Develop Your Buyer Persona
Capturing the non-targeted leads is equivalent to capturing no leads at all. Actually, some marketers think this is even a worse scenario since you are wasting your resources. The lead you captured will not be converted; thus, it will not provide you with a return on income. Therefore, you need to make sure that you know your audience when using content marketing to generate leads. To do this, you will have to create a buyer persona. It pertains to a document containing your desired customer’s details such as their age, gender, location, income, ambition, interest, solutions they need, and their decision-making capacity.
You can add as many details as you want to your buyer persona. It will help you develop content that is designed to capture the interest of these people. Depending on the services or product you are selling, you could have a lesser buyer persona. If you need to find out more about your ideal customer, you can use different tools such as Facebook Insights to gather information.
Content Syndication Campaign
Unique content on your website may help you gather enough leads. However, if you have a blog that no one else read except for your social media followers, then the excellent content you’ve worked really hard to curate will not produce the result you want. Perhaps the best way to overcome this issue is through content syndication. This content marketing strategy is the process of submitting your content on third-party websites. These sites have more followers than you and have a higher traffic volume. You are basically looking for exposure, and these websites can provide you with that.
When syndicating your web content, remind yourself that it is an opportunity to capture new leads. However, you should also be aware of the problems related to duplicate content. Luckily, most websites that offer content syndication will use canonical tags. It aims to tell the search engine spiders that the content of your website should be the preferred version.
Running Tests
Content Marketing to generate leads is about continuous testing, monitoring, and adjusting. You will have to pay attention to the content that is performing well and consider repurposing them. You will also need to watch out for the content that are not doing well and find out the reason behind this. There are various tools that you can use to monitor the performance of your web content. Here are some of our recommendations.
Google Analytics
It is a free tool that will help you monitor the performance of your content. Google Analytics comes with an Analytics Intelligence feature that measures the organic traffic you are receiving. It also tells you where your audiences are coming from. Using this tool is essential for those who want to learn how to generate leads through content marketing. You will find this helpful when running campaign posts, sponsored posts, and guest blogging. It offers a comprehensive reporting system. You can measure your session rate and bounce rate to determine your content’s effectiveness. It also features an in-depth data collection and management system.
SEMRush
SEMRush has some free features, but the paid version offers better insight into your content. The cost starts at $99.95 monthly. It has an Analytic Report that allows you to view the performance of your content. You can also monitor the keyword ranking of your content. It also highlights a keyword tool that will help you explore new keyword focus. SEMRush has a traffic monitoring system to determine which part of your website is driving the highest organic traffic. With the information you will draw with this tool, your converting leads through content marketing will be easy.
Kapost
This tool comes with a premium price tag of $3,500. It focuses on optimizing your content to guarantee that there will be a seamless content flow. It streamlines your content marketing technique according to the analysis will help you ensure that your content will be customer-centric. Compared to the previous two tools that are more focused on SEO and web performance, Kapost is designed for content development. It offers all-encompassing visibility of your content efforts.
Learning how to generate leads with content marketing requires hard work and consistency. There is just no shortcut to it. With simple tweaks and adjustments, you are just a few steps In turning your website content into a lead-gen machine.