The process of lead generation is basically to collect contact details of prospective customers and build meaningful relationships with them. Knowing that today’s customer journeys are getting longer and more complicated, marketers like to see leads as new conversions.
One big question is – can content marketing help get leads and help you create a proper lead nurturing strategy?
The answer to this question is yes, it can. However, without a reliable source of leads for a product or service, you will not achieve your goals. That’s why it’s important to balance your marketing portfolio and segment your offering.
Restructure Your Lead Generation With The Power Of Content: 13 Ideas To Help You Generate More Leads
If your sales funnel isn’t channeling enough leads (or not channeling leads at all), it means you need to think about restructuring your lead generation process and explore some new ideas and strategies to align with the future of your company .
In today’s guide, we show you some of the best content-driven lead generation ideas – and show you all the ways you can use content to close more deals.
- Consider offering free webinars
Hosting your free webinars is one of the best lead generation ideas that work these days. Many users enjoy engaging in webinars and like to engage with brands that they cannot reach through physical events or another form of marketing. Whether it’s a pre-recorded webinar that people can tune into at a specific time or a real-time online webinar, it’s a surefire way to spark interest in your audience. The best thing about it is that there are no geographical restrictions (you can gather people from all over the world) and that it is a low-cost method of sharing content in a meaningful way.
One of the most important things to consider when hosting a webinar is choosing the right event platform. To do this, you need to lay out your goals and understand how you want to use webinars as part of your content strategy. You can test various platforms and see what is unique about each and what can help you, your specific audience or your industry achieve your goals.
- Offer downloadable digital content
E-books, white papers, case studies… All of these are great formats for businesses that have information they want to share. These are also types of visual content that users are more likely to engage with compared to standard blogs or web content.
However, our advice is not to just give things away without getting something in return. It is common to ask your consumers to provide you with their name and email address in order to download something. You can add information to your email list and create a drip campaign that helps you move your leads through the sales funnel and maximize conversions.
One good tip from us is to use a nice cover for your e-book or case study. You should not underestimate the power of images and how they can help a potential user take a certain action, in this case, a download.
- Write more blogs
We all know how great content is – and how it can help you rank higher and attract specific audiences to your website. Writing blogs is a good example of that – managers often decide to revise their content strategy once they have finished content consolidation or are looking for new topics for their blog.
Some of the best ways to consolidate your content for SEO is to delete all the irrelevant, outdated, and thin content and focus on long-form copy that actually helps people solve a specific problem. You can also reuse old blogs – fill in the blanks and make sure they have the right length, keyword structure and density to rank higher. If you want more tips about blogging, you can always search for specific resources online, such as copywriting for coaches, SEO blogging, outsourcing your content, etc.
- LinkedIn slides
LinkedIn slides are a great way to upload presentations and easily share them with your network. As you know, LinkedIn is a professional network where you can be professional and use slides to showcase your recent milestones, next goals or valuable brand updates. You can also present your products or services in a better way by finding a formula that works and sending viewers an instant message.
Slideshows are also a great way to measure engagement with your audience – you can see how many of them saw a slideshow to the end, where they stopped, or how long they watched it. If you’re not sure where to start, know that there are tons of social media design templates out there, and LinkedIn slides are no exception.
- Grow your email list
Everyone knows how valuable it is to have an email list and send regular newsletters. You’ll always have someone to keep you updated on your new offers, and people will immediately see your promotion as a high-value offer if you want to get their attention.
However, if you are clueless on the topic of building or growing a list, you can start exploring lead magnets – or in other words, offers such as free content, items or services given to users when they provide their contact details. Share. For example, if you have an online store and want to grow your email list, you should focus on lead magnets for e-commerce. One of them is giving out a 15% discount on their first order if they leave their email or contact information.
On another note, anyone running a newsletter should be aware of some rules and tips regarding email etiquette. For those of you who don’t know, it refers to all the principles that guide our behavior when we send and receive email. As a thought leader, you need to use appropriate language to convey a message, structure your emails properly, include a signature, and ideally work on an email strategy that starts with introductory emails and send weekly or bi-weekly updates to subscribers.
- Video tutorials
If you sell products online, you should consider creating content for navigational purposes. Most searchers or buyers would like to see your products from a different angle, so most e-commerce store owners use video tutorials on how to use a product. Marketers love video because it’s a great way to boost your funnel, especially at the top levels.
In addition, you can curate videos that talk about specific features of a product or explore titles such as “X best features of product X”. The idea is to not only inform current and potential customers, but also educate what could become your returning buyers.
Video marketing offers marketers a highly shareable medium to reach their audiences. Attractive, versatile and up to 6 times more effective compared to print and direct mail, video is a marketing tool that should be part of every brand’s strategy.
- Free trials
Let’s face it – one of the fastest ways to get more leads is to offer them a free trial of something. This is especially relevant if you sell software, courses, or anything else you make firsthand. Once the trial period is complete, your customer can come back, find more features in the full product, and convert into a paying customer or a brand loyalist.
Speaking of which, a smart strategy when it comes to free trials is to lock down some features and only make them available in a paid version of your software. This strategy is called a freemium and differs from free trials in the way that it locks certain features instead of offering all the features for a specific period of time.
If your product is good enough, it will speak for itself and attract more users to buy a paid version. With a free trial strategy, you can only win – after all, this is something that big names like Netflix, Dropbox, Cloudways, Big Contacts, Crazy Egg, and many more out there have succeeded.
- Affiliate Marketing
More and more businesses are seeing the benefits of affiliate marketing as one of the best ways to make the most of your content. An affiliate program has a similar structure to a referral program – you can effectively market products with a low budget, little effort and time. Affiliate marketing involves hiring people to promote your product and rewarding them at a commission level for their efforts. For example, if you sell a course for $500, you can offer a 20% ($100) reward to affiliates for each signup they bring you.
If you are unsure about this practice or wondering how to start affiliate marketing for your business, there are many online courses that can help you. Obviously, your type of industry and/or niche matters a lot. For online based businesses, affiliate marketing works with a unique link that is created to track traffic directed to the website, based on which the affiliate gets a certain percentage of sales made through those links.
- Cold email outreach
This is another cost effective and efficient strategy to generate leads online. For those of you who don’t know, cold email outreach refers to sending personalized email messages to initiate conversations and a potential relationship with prospective clients you previously had no contact with.
Although it may seem strange to some, it is much easier to nurture a prospect once a conversation like this is started. You can also search online for proven cold email templates that can show you the ropes on how to start a conversation. Once someone responds to your emails, it will be easy to direct them to your funnel and main offer.
As you can see from the above, there are many ways to generate leads through content. The key before starting any of the strategies listed above is to establish your digital marketing KPIs and know how to track the performance of each channel. From webinars to ebooks and white papers, blogs and podcasts, there are countless ways to highlight content that has higher perceived value and to explore topics you cover.
You can never go wrong with content – it has always been one of the most strategic marketing approaches that deliver immediate results. With valuable, relevant and consistent content, you will always attract and retain a clearly defined audience, driving profitable action.
No matter what kind of product or service you provide, content can always help you attract prospects and convert them into leads. So, ready to start exploring these strategies?