How To Build A Lead Generation Campaign For Your Content Marketing Strategy

What makes lead generation campaigns unique among all the content marketing campaigns?

We think it's the challenge of converting strangers from unknown visitors to known individuals who have put up their hand - voluntarily - and told you who they are.

This is step 2 in achieving the business goal of creating customers.

The objective is to convert a website visitor into an identifiable individual. Concurrent to that is disqualifying those visitors that don't match the ideal customer profile. How do we do that? Easy, make your offer specific enough that it doesn't appeal to those outside of your target segments.

I also see this as pre-selling. Pre-selling has nothing to do with selling. It might be better called pre-warming or something crazy like "friendsmanship". I know the word 'man' is in there, I'm allowed to make neologisms even if someone thinks it's sexist (friendshership seems to focus on 'hip' which is equally sexist).

You see, the cardinal problem every marketer has isn't in obtaining content --- it's in comprehending what good and great content is and being able to brief writers correctly (and tell the difference).

Your goal is to entice a stranger to take your candy in exchange for their address. Does that put this business challenge in graphic enough terms? This is important. You want their (email) address in exchange for some candy, so you can visit their house whenever you want and bug them. This is delicate and needs to be handled with understanding, empathy, and care. Don't let this become a point of failure.

What you're doing at this point in your marketing pipeline is creating some trust by pre-selling. You do know what pre-selling is right? Big giant hint on a stick: it's NOT selling.

So why would you offer a measly, stinky rehashed ebook about "what you do" like "the benefits of SEO"? And please, no disrespect to SEO firms. My point is that my audience, right now, is trying to figure out if content marketing is right for them. They're/You're aware of SEO. Honestly, do you care about keywords? I hope not!

Let's spend our few precious moments talking about attracting your ideal customer and getting them inside the business perimeter, safe from predatory competiton. Now that sounds better I hope --- let's get you a customer and help you keep that customer from defecting.

Why would you ever leave something this important to the last minute, and then not want to pay for it?

I hope you understand that what you do is important and has value --- I'm slapping you in the face and telling you potential customers ($$$) don't care what you do --- so why's your offer about what you do? ...or a case study? ...or a whitepaper? Don't you get it? It's not about you.

How do you know if your campaign is successful? You measure the improvement in visitor-to-lead conversions over time.

This is such a critical stage in creating a customer that you must realize the crucial role your content plays in achieving your goals. This is the unstable time for a visitor, because they still may not know you or trust you. If you are unable to communicate value to them in a way they understand - and appreciate - you'll probably never convert them to leads.

On your website, you have a few seconds to capture interest and create curiosity. That's it. Your content must be interesting, engaging, understandable, and easy to find - and it all has to happen in a matter of seconds. Then you have to present an offer they find intriguing and helpful enough to trade their personal information for that specific information.

We think the most powerful tool you have for lead generation are the organic search listings on page one of the search results.

Think of each search listing as the new television commercial of the web. Think about it: about 2 seconds - that's what you get - on the most hotly contended real estate on the web. And also the most cluttered.

What your listing has to do is capture attention and get the searcher to click through. Which can sometimes be a pretty tough job. Do you see where we're going with this thought? The most successful lead generation campaigns start with search. In priority, I think lead generation tactics include:

• webpage content
• organic search

How To Create Content Offers & Calls To Action?

Imagine the outcomes your ideal customer needs and wants. What's going to make a difference in their life by getting rid of a pain point.

More Money? Saving Money? Those are the two biggies; increase revenue, cut costs: can whatever you do accomplish one or both of those? Probably. The huge challenge you have is how to communicate, simply and immediately how what you do will do it. Which is the real reason why content marketing is so difficult. Communicating complex ideas simply is an art, the writer's art in this case.

Call us today to get your "Customer 1st Content Marketing Campaigns" for Marketing & Sales efficiencies & achieving increased revenues. We'll get you started. You'll see results.

Toll-free North America 1 (877) 949-2726 for Content Marketing Campaigns.