Every business thrives because of its sales. So it is not a surprise that one of the main goals of digital marketing is to generate more leads to maximize sales.
Lead generation is a systematic process in digital marketing used to attract more customers. Leads are potential customers who show an inclination to invest time and money In the products and services your business offers in the market. The goal is to nurture these leads through the content that persuades them to convert into buyers.
However, the process isn’t an easy feat to accomplish. This is because search engines are continually updating their algorithms, making it challenging to identify the right combination tricks that will work for your business. But any digital marketing expert worth their dime knows that content marketing is a sure way to generate better quality leads.
The key is to know what type of content will work best for your brand and prove useful in generating leads. Some of the best tried and tested methods are:
1. Use Keywords in your content
Market research is the first step in any digital marketing strategy. Think of it this way; if you host a seafood dinner and find out that most of your guests are allergic to it, it will be an epic waste. So whenever you host a dinner, you inquire about their likes, dislikes, and allergies to make sure that everyone likes the food. Similarly, how can you prepare content for your audience without actually knowing what they want?
Research plays a crucial role in this aspect as it enables you to understand the market and give them what they need. You have to find out the target audience for your product or services and serve them. If you are confused about who your target audience is, conduct commercial keyword research.
Commercial keywords are the keywords that are used in paid marketing strategies. A commercial keyword can show you if your target audience intends to acquire your services and buy your products or not. You can find the perfect keywords for your content by conducting your keyword research in the Google Ads Keyword Planner. It will show you the prospects and potential leads that your keywords can acquire.
Another method is to target the established audience of your market competitors. They have impacted the market, and if your services and products are similar to theirs, you can gain a lot of insight by researching your competitors.
2. Personalize the content
Does your brand offer more than one product or service? If not, you need to up your game! But if it does, you must personalize the content on your blog or website to target segments within the collective audience.
Personalized content adds more value to your content. It enables you to provide more information on a broader number of areas within your niche while being meaningful to different target audiences. Personalization also allows you to add a human element to your content. Website visitors appreciate the fact that you value their likes and interests and are thus more inclined to doing business with you.
3. Publish eBooks
Ebooks are an excellent example of top-tier content that demonstrates authority and trustworthiness. They are a highly effective lead magnet.
Before you start writing an ebook, make sure the topic you choose inspires curiosity. Usually, guides and that provide complete information about one subject can be a good catch. They help provide answers to any queries your target audience might have. Alternatively, you can also use a convertbox to convert existing blogs and articles packed with valuable information to utilize this technique.
Quality ebooks are excellent pieces of content that can be used to collect valuable customer information such as emails. With their help, you can develop a database of leads and gradually work your way toward converting them into actual customers. The higher the quality of your ebook, the more likely are visitors to trust you and covert into actual customers.
4. Host a webinar
A webinar is a type of conference that is attended by the audience online. A webinar will allow you to share videos, presentations, infographic images, and other content types with your audience.
Webinars are one of the best ways to increase leads. But of course, the value of your webinar will depend upon the type of content you share with viewers. Any exclusive information you have to offer will increase the value of your webinar. And to obtain that information, your audience will happily share their contact details with you. You can use these details later on for different digital marketing strategies to persuade them into a conversion funnel.
You can use webinars to provide training or show processes, which are not available or easily accessible to people on the internet. If you are unsure about what to do for your next webinar, then you can simply ask the audience. Make a sign-up form and ask them what they would like to see in a webinar. Your audience will give you plenty of creative ideas to make your webinar a success.
5. Create white papers
A white paper is a type of content that services as a guide or report with information backed by extensive research. White papers are typically gated behind a sign-up form as they content that s almost exclusive to your brand. Like ebooks, white papers, too, are highly effective lead magnets.
To successfully write white paper content, you have to start with a catchy title that will capture your reader’s interest. The abstract should build upon that with snippets of relevant information to entice your target audience. Ending the document with a call-to-action will be your point of generating valuable leads. Dangle baits like the prospect of more news or webinars to keep them interested. You can then promote these white papers through various marketing techniques such as email marketing or social media promotion.
Apart from ebooks, webinars, and white papers, many other content marketing strategies can help you generate leads. You can write blogs, create videos and podcasts, or post infographics. A blend of all usually works the best. However, always remember that the best way to generate quality leads is by producing content that has exceptional quality and provide maximum value to the reader. An ebook, white paper, blog or webinar is worthless if it lacks value.