You’ve probably heard colleagues discuss conversion rates during sales meetings, but what are the steps you can take to boost your conversion rate and attract loyal clients? [Read more…]
Too many marketers spend a lot of time and effort in building their Web sites or focusing on their outbound communications (emails, online ads, etc) — but too little time in building their individual landing pages.
What’s a landing page? Simple: It’s the page to which you are driving visitors through your email, social media or online ad campaigns.
And it’s those landing pages that will make the difference between converting those visitors to advocates or customers — or bouncing them away from your site. [Read more…]
Content marketing has many benefits, including building your reputation as a thought leader and driving Web traffic.
If done the right way, it can also drive leads for your business!
If you’re struggling to drive leads for your business, you’re not alone. I’ve been there, too.
Lead generation is easily one of the most difficult parts of running any business, and it’s an obstacle many managers and owners get stuck on. Luckily, there’s a functional and effective way to get around it: content marketing. Here’s what you need to know:
What is Content Marketing?
According to Content Marketing Institute, content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.” Content marketing uses various types of written and online material, including blogs, e-books, white papers, brochures and social media to drive leads.
5 Ways to Generate Leads Through Content
Wondering how to use content marketing to drive leads for your business? Here are five tips I recommend to get started:
1. Research Your Target Audience
Content works best when it’s speaking to a specific audience. For best results, research your target audience extensively and create a target persona. You should know how old your target customers are, where they live, what they do and what their primary pain points are.
2. Create Landing Pages
Landing pages are fantastic for attracting leads and converting them. To build a functional landing page, be sure it caters to the overall purpose of your website, supports your business goals and includes an attractive headline and CTA.
3. Start Blogging
According to WebDAM, companies that blog on a regular basis earn 67 percent more leads than companies that don’t.
To get the most value possible from your content, I recommend that you make sure your blogs are speaking directly to your target audience. If you’re unsure of your ability to write quality content, hire a professional copywriter to handle it for you.
4. Use Visuals
Whether you’re writing a blog or creating a landing page, be sure to include visuals. In addition to the fact that the human brain processes visuals 60,000 times faster than text, people remember what they see more than what they read.
Include screenshots, images, charts and infographics in your content for more leads.
5. More Leads Start Here
While attracting qualified leads can be complex, content marketing is a fantastic option for making it work. Even if you’ve never used content marketing before, following the four tips I’ve laid out here will help you get started on the right foot.
Can we help you level up your content marketing efforts – or just get started? Let us give you a 30-minute Marketing Consultation for only $1 (yes, a buck!) by clicking here: https://bookme.name/gravina
In recent years, we have worked with a variety of clients, ranging from large trade associations, to small non-profits, to large and small businesses.
A common problem we see from many potential small business clients is their 100% focus on using digital communications tools solely for lead generation. Usually, they come to us asking if they can engage us for a short (anywhere from 1-to-3 month) test project to see if they can “drive” new customers using “social media.”
Oh, and usually they have Web sites that are not optimized for much of anything, much less lead generation — and none of them want to pay for either a) a new Web site or b) an optimized landing page, or c) for us even to fix whatever online presence they currently have.
They just want to buy audience and drive a bunch of people to their Web site.
Of course, when those people come to the Web site, they don’t stick or convert, and we get the blame.
As we tell these clients: We can lead a horse to water, but if the trough is empty, or the water is dirty, they just ain’t going to drink it.
That’s why we simply don’t work with these types of clients anymore. It’s a waste of their money, and our mental health. Unfortunately, this mindset is all too common.
We get it: Businesses exist to make a profit, and you don’t have profit without sales.
One lesson we’ve learned is that the long-term health of our business is due not only to our new-client sales success — but on the retention of our highest-value clients through quality engagement and relationship-building.
Our sales success also has been bolstered by a long-term mindset of engaging our growing network of potential clients. In other words, we may engage potential clients today who simply don’t have a need, opportunity or budget for our services.
That need, opportunity and budget, however, may exist a year or two from now. Every single year, we land new business from people and organizations we initially pitched (and continue to engage) one or two years previously.
We focus on engagement, not solely lead generation.
Think with Google recently featured this post by Pamela Moy, VP of Marketing at Allstate Insurance, who detailed her company’s shift from mere lead to generation to a focus on what they call “Customer Lifetime Value.”
This quote from Moy is key:
Growing your brand isn’t achieved by focusing marketing efforts solely on attracting and converting new customers. The real key is learning who your highest-value customers are, then assisting them in a way that cultivates lifetime value—for them, and for you.
We couldn’t agree more. And, it’s not just about your existing high-value customers — and it’s about your potential clients who may join you a year or two into the future.