Do you feel confused and overwhelmed when trying to think of effective ways to generate leads for your business? As Google continues to frequently update its algorithm, one thing has always remained steadfast: content is king. Organisations that rely on ranking high in a Google search for their marketing must offer fresh, relevant and valuable content. But what if you have great content but you’re still struggling get leads? An effective content strategy will do more than just attract buyers to your brand, it should also include compelling offers that will convert people from a website visitor into a qualified lead.
In my years of experience, I can safely say that having a content strategy is extremely effective when done correctly. Chances are, you already know all of this. You’re probably reading this blog because you want to learn just how you can use content marketing to generate more leads for your business. You want to know what content actually delivers results and more importantly, how to use specific types of content to capture leads. Here are 3 effective lead generation strategies that have been tried, tested and proven to work.
According to recent statistics, the total revenue from eBook sales are expected to hit almost 8.7 billion in 2018. What does this mean? This means that eBooks are a massive market just waiting to be tapped into, which is why publishing an eBook has been proven to be one of the most highly effective ways to generate leads.
Of course, when trying to generate leads you don’t need to charge prospects for your eBook. When you make it a free resource, it provides people with up-front value. eBooks are effective because they educate people in areas that are of interest to them, providing you with an opportunity to show-off what you know, positioning you as a trusted thought leader.
Just like with eBooks, webinars are an effective way to generate leads. However, it’s important to remember the success of a webinar is entirely dependent on how much value it offers. People are only going to hand over their contact details and information if they believe they are going to receive something of value in return. This means in your free webinar, you need to offer content that is of value, such as hands on training and real-life examples.
If you want to host a webinar as a means to generate leads, it’s a good idea to ask qualifying questions on your webinar sign-up page to gauge what your prospects expect to learn from the webinar. You should ask questions that give you an insight into their pain points, challenges and job title or responsibility.
Consumer case studies are one of the most effective lead generating tactics you can incorporate into your content strategy. An effective case study tells your prospects a story. This story should start with a problem one of your customers encountered, how your product or service provided the right solution and what it is like working with your organisation.
While case studies often get a bad rap for being boring, they are actually incredibly valuable when it comes to turning prospects into paying customers. In fact, research shows case studies are the third-most effective B2B marketing tactic. A case study should always include a summary, interviews with real people, photos or videos and a solution. It’s important to remember when talking about the solution you offered to keep your wider audience in mind. You want the people reading your case study to think, “Wow, that solution helped this person, it’ll probably help me too!”
I hope this article has given you some simple yet effective lead generating ideas you can easily incorporate into your content strategy. Start with one, test to see how it works for your business and continue from there.