An effective lead generation strategy is all about attracting visitors with valuable content, converting them with optimized forms, and continually using data to refine your efforts.
Ask ten different marketers about defining "lead", we would get ten different answers. So, there is no specific definition of lead but we can overall term it as
"A lead is a person who shows interests in your products and services through different media"
How leads are defined by different companies?
It varies from industry to industry. Check out this chart to see how different sectors might define lead capture as it aligns with their own goals.
Among lead generation strategies, Content marketing is the most important piece of any lead generation plan,
“People are typically first attracted to your site through a valuable piece of content. What’s more, content marketing costs 62% less than traditional marketing and generates three times as many leads.”
How to Create a Content Marketing Strategy:
Define your goal:
Before making a content strategy, the company should define its goals for its products or services to display to the audience. For that, they have to research the subject or field of services they are working on.
Define your content's target audience:
Customer interest comes in center-field to gain attention to our services. Target audience are different with diverse services the company provide, so researching about it prior is important.
Run a content audit:
Most people start out with blog posts, but you have to venture out and try producing different content pieces. It can be :
- Blog posts
- Case studies
- Social media posts
For instance, if you've been doing weekly blog posts for the past year, creating an e-book that distills all your blog posts into one ultimate guide would be one way to offer information in a different format.
Choose a content management system:
For creating, managing, and tracking your content, there is a system called a content management system (CMS).
With CMS, you can plan, produce, publish, and measure your results all in one place. Other popular features are free web forms, live chat, CRM access, email marketing, and analytics.
Brainstorm content ideas:
Searching the keyword idea or finding the titles for a blog or managing the website content, all need an idea which can be find from various tools such as
- how to make your website more SEO-friendly and discover new content ideas?
- how to keep track of trendy topics in your industry?
- which piece of content is popular and well-liked?
Blog Posts : Blog posts are between around 1,000 and 2,000 words in length. Blog posts live on a website and should be published regularly in order to attract new visitors.
E-books : E-books are lead-generation tools that potential customers can download after submitting a lead form with their contact information. They're typically longer, more in-depth, and published less frequently
This is where calls-to-action (CTAs) come into play, directing people to a landing page where they can submit their contact information and download an e-book to learn more valuable information for their business. In turn, the business producing the e-book has a new lead for the sales team to contact.
Case Studies : Your goal in a case study is to show the people who are considering your product consider as proof.
Infographics : Infographics can organize and visualize data in a more compelling way than words alone.
How to manage content creation and publication?
Bloggers and SEOs have worked to create individual blog posts that rank for specific keywords. The result is disorganized, and hard for the user to find the exact information he or she needs. It also results in your own URLs competing against one another in search engine rankings when you produce multiple blog posts about similar topics.
But with so much content available online, Google now wants to know that you are an authority on your topic. And the best way to demonstrate this authority is to structure your content into pillar pages and topic clusters. you must read those interesting articles as well about Internal Linking
Track Performance Data:
Always track the performance of your content and web pages with Google Analytics or other tools. Real information helps you determine which efforts are working so that you can optimize and scale those efforts.