Regardless of what you are selling or to whom, your marketing strategy will always require lead generation. It is the key to nurturing your prospects and creating awareness for your brand. It also provides your sales team with qualified contacts and is a vital tool for achieving your business goals consistently.
Marketing strategies must be developed around content to achieve your desired results. Businesses often invest in lead generation strategies without knowing if they will work. They only realize later that they were doing it all wrong. A lot of money and effort would have gone down the drain by that time.
It is vital to use the right content and generate leads by providing access to content that satisfies all queries and takes the prospects closer to a sale.
These are the three types of content that can help improve your lead marketing strategies and maximize the outcome of your marketing efforts.
Any content that entails sharing information to gain access is defined as gated content. Readers may have to share a name, email address, and maybe a contact number and even opt-in to receive marketing mails to access the content.
Gated content is usually in the form of e-books, whitepapers, infographics, guides, webinars, checklists, and tutorials. The content must be geared towards high-quality leads and have more value than the free content available through other channels. This arrangement is mutually beneficial for the consumer and the company.
A standalone page created for a specific purpose, the landing page is distinct from a homepage and other pages of your website. It is created with a particular purpose and to create an identity.
Landing pages can be the pathway to your gated content. They can be the resource for other types of lead-generating activities. It is crucial to provide a form as part of your marketing strategies to get people to provide information before moving to the content or promotion.
Always use landing page best practices to optimize your capabilities and generate the maximum number of leads. Also, entice prospects with something on the form that makes them share their contact information that can’t be accessed through any other resource. Also include an opt-in box for your email marketing. Otherwise, you may turn off the leads by contacting them without their express permission.
Lead generation makes it easy for potential customers to connect with you. Pop-ups can come in handy in such situations. They can be creatively used at key touchpoints to seek attention and information. However, make sure pop-ups are judiciously utilized. Overuse can have a detrimental effect on your lead generation campaign.
There are other ways of getting the most out of your content. Top-of-the-drawer tools like CRM and marketing automation can help track and segment your prospects. Obviously, content is integral to any lead generation strategy. But the best content is nothing without the right enabling tools. Make sure you choose the best ones and put them to work for your lead generation efforts.