Internet users are continuing to get the information they need on the world wide web. As of 2017, there were an estimated 3.9 billion Internet users reported, and the number has continued to grow. It ‘s no surprise that the growth has coaxed businesses to go digital. In return, there’s more and more content being produced on a daily basis. And there are new forms of content being produced regularly, too.
Different types of content will generate a different number of leads for your business. A business can attract hundreds of potential leads, largely because of the type of content they produce. It can be in video form, in blogs or on social media platforms. This gives internet users the opportunity to find whatever they’re looking for from a range of businesses and other users, so it’s important to stand out from your competition and to be aware of each channel your business name could pop-up on.
So, you may be an owner of a business that’s hoping to gain more leads or you’re completely new to the game of content creation. There are some key factors you can focus on to get your content onto potential consumers’ screens.
Caption: Get your content onto potential leads’ screens by developing your marketing and content strategies
Do Extensive Research on the Market
When you’re competing in terms of content, it’s important to thrive rather than just survive. This involves taking effective measures to make sure your content is fresh yet still relevant to your consumers. Doing meticulous research of the market can help your business come up with a good understanding of what your consumers expect from you in regards to your content. It can then help with forecasting products and services, or deciding the pricing plan that will suit your audience in the long run.
When you’re analyzing and collecting data, your business will have a better understanding of your consumer’s consumption patterns and will help understand the trends that are becoming relevant in your industry. This information can help you come up with better marketing strategies and will help you plan what content is relevant and at which times of the day it gets the most attention. A solid marketing research strategy forms the building block of business growth, and in return gathers more reliable leads.
Build a Customer Profile
It’s important to note, Capturing the wrong leads can be as bad as capturing no leads at all. Not only will you be wasting your resources on a lead that’s unlikely to be your customer, but you won’t gain any sales from it either. So, generating the right leads is not only preferred but crucial for your business. And to do this, you need to specify the type of people you want to visit your online platforms. Creating a customer profile is a fictional document that contains the details of your ideal leads. Some of these details are their:
- A possible position they may be in (student, full-time professional, pensioner, etc.)
- Solutions to specific problems (especially if they’re reoccurring)
- Decision-making ability
You may realize that your customers range into different age groups or different societal classes. This will mean that the content you produce will have to be varied so all of your consumers will get a chance to engage with your content.
Analyze your Competitors
You may think that a competitor in your field will lower your chances of gaining leads, but you can learn from them. Understanding your competitor’s strengths and weaknesses in their content creation and comparing that with their prices, and products will help you market yourself accordingly but with your own brands’ uniqueness.Using a SWOT analysis system is one way to classify information that’s obtained from your competitor in an easy manner. You can decide whether a competing business does something particularly well or terribly and record it for your own positive progression. This can then help a business make an informed decision regarding your marketing research moving forward.
Create the Best Lead Generation Website
Getting a positive response from leads doesn’t stem from techy, click-baiting tactics but it can actually stem from something way more primal and strategic, your website and more particularly, your landing page. This is how you can turn your branding into something original and connect with leads by telling your brand story.According to Sweor, It takes about 0.05 seconds for users to form an opinion about your website. This determines whether they like your site or not and whether they’ll stay or leave. So if your first impression isn’t connecting with your users, then the chances of them taking the next step and searching for your content are incredibly low.
Run A/B Tests
A/B testing is a user experience research method that consists of an experiment between two variants, A and B. This type of testing can also be known as ‘bucket testing or split-run testing’. From there, you will be able to track their effects on conversions. Some page elements to test are:
- Fonts and colors of texts
- Call to action areas
- Image or video engagement
- Background colors
- Number of form fields
You’d be surprised how many more users could engage with your website and content by simply making a few small changes to its format. It may become more visually pleasing and in return, may bring you more leads.
Make Sure Your Website is Mobile-Friendly
More and more users are looking for good quality content from their tablets, laptops and most commonly importantly, their smartphones. Responsive web design has made mobile optimization more straight forward and accessible than ever before. That means users have begun to expect this level of functionality to become standard when browsing on their mobile devices.
Another key point to remember is the change in Googles’ algorithm. Google updated its algorithm in 2015 to give higher rankings to mobile-friendly websites. If your website isn’t mobile responsive, it can impact your ability to attract leads through organic search results. Having a killer website and updating posting your quality content of social media platforms won’t be enough to help your SEO optimization for your website if you’re not mobile-friendly.
Content Promotion & Techniques
Having a variety of content makes promotion a lot easier. It frees you from the constraints of being tied to one particular platform that you’re not terribly excited about. If you have got different content formats such as e-books, videos, blog posts, online courses, etc. what are the best ways to actually turn them into leads?
Promoting your content is the only way to get new customers through content marketing and convert them into leads. Your content doesn’t need to be viral-worthy but it definitely needs to be good quality for it to have success on social media channels. You can also use your existing content to retarget new audiences or repurpose it for up and coming channels. Businesses can do this without having to create new content each time. Here are some techniques that will boost your leads through new and existing content:
Promote your Content of Social Media
Social media platforms help you connect with your users, increase awareness about your brand, and keeps you in the minds of your users. In return, this can boost your leads and your sales. With more than 3.5 billion people around the world using social media every month, it’s no surprise that businesses are using these platforms to promote their content.
Broadcast New Content through Email Subscriptions
If you’ve already got a newsletter or at least some sort of email drip campaign, you’re already at an advantage to broadcast new content in a weekly or monthly email. Newsletters, in particular, are a great place to share your content as the users already are aware of who you are so the conversion can be high.
If you’re new to this then you can ask for an email on any of your current blogs or on your landing page. A typical email will have the main message and then relevant links to current content throughout. A simple layout like this will keep the reader interested and engaged, without feeling like they’re being fed unuseful content.
Target New Users through Paid Ads
A paid advertisement can be beneficial because you can target who sees it. In most cases, these all fall under a term called pay-per-click (PPC). This means many users may see your advert but you only have to pay when someone actually clicks on the post. This guarantees that you’re getting intrigued users to your website through paid advertisements rather than ‘internet bots’.
Caption: No matter which way you want to engage your users, having a social presence is key.
You may already have the best content available in the game, but if you can’t implement a quality strategy to gain leads then you’ll continue to be at a loss. By applying some of these techniques and strategies to your marketing and content strategy, you will see more users engaging, interacting and sharing your content.
Finally, It’s important to always focus on quality content over quantity. If your business is posting a variety of blogs, videos, and images regularly on different platforms, then you’re in luck! If you’re a small business or you’re only starting off your e-commerce business, then make sure your content is as good as any of your competitors even from the get-go!