Content marketing can be an incredibly effective way to not just capture new leads, but also reach higher quality leads. In order to get the most from your content marketing, you need to have clear goals and a strategy designed to help you reach them. Here are just a few ways you can use content marketing to generate leads for your business:
1 | Share content that solves a problem and showcases your expertise.
If you want to establish yourself as an expert in your industry and build trust with potential customers, your content marketing can be used to support those goals. It may seem counterintuitive to give away some of your expertise, but being willing to share valuable information can actually help you attract new business. Demonstrating your expertise and sharing information that is beneficial to your audience will help them to see you as knowledgeable, helpful, and trustworthy.
2 | Offer valuable information in exchange for customer data.
While there are many benefits to sharing helpful information through your content marketing, there are times when you don’t want to give too much away without getting something in return. In those circumstances, you may want to require that customers provide you with some data before they are able to access your content. One way to accomplish this is by using gated content. With gated content, customers are only able to access specific content if they provide data such as their name and email address.
For example, if you are a home siding contractor, and you create an in-depth informational video showing homeowners how to determine if it’s time to replace their siding, you may want something in exchange for that valuable information. By having potential customers provide their name and email address before they can view the video content, you will have the ability to nurture those leads with specially-tailored content that helps guide them toward conversion. You could use the contact information you collected to:
- Send out an email newsletter that showcases your siding installation services.
- Run a targeted social media ad campaign that drives those prospects back to your site to request a quote.
- Learn more about your potential customers. Asking for additional information such as location can help you determine where your prospects live and help you make informed decisions about your other marketing efforts.
3 | Narrow down the focus of your content, then target your distribution.
When you’re trying to reach more customers online, it can be tempting to try and capture a broad audience. However, you will often get a better result by focusing on a specific audience and making sure that your content appeals to that audience. Think about who your ideal customer is and what their needs and concerns are. You can use that information to start developing your content marketing strategy.
Knowing who you are trying to reach will also make it easier for you to figure out where to reach them. Taking the time to identify a specific target audience will help you pinpoint which social media platforms they use, and build out content that captures their attention on those key platforms.
Need help developing a content marketing strategy that generates results? We can help! Contact our team today for your free Digital Marketing Blueprint.