As a content marketer, your job is not only to bring consumers to a website. You must also encourage them to browse content, share links, return repeatedly and purchase your product or service. The same boring information or rehashed content isn't going to encourage and convert, and you can’t always depend on keywords and Google to do the work for you. Try these five dynamic inbound lead generation strategies to boost success on your site.
1. Create Trust Before the Email Ask
Content marketing professional Ryan Lynch warns against attempts at collecting email addresses on the cold. Yes, you need something from your prospect so you can follow up and entice them back to your site, but Lynch notes that today's internet user sees a request for email as a sign that spam is coming. Before you ask users to part with email addresses, build trust by providing them with something of valuable, such as relevant, helpful content or a free download.
2. Leverage Social Media Advertising
Facebook advertising is incredibly powerful because it's extremely targeted. Facebook gathers a lot of demographic information about users and it pushes advertisements using advanced algorithms to ensure ads are relevant to each person's feed. You get affordable advertising space that is expertly targeted and more likely to create clicks and conversions when handled appropriately.
3. Cultivate Passion about Content and Inbound Lead Generation
Israeli B2B marketing agency Penguin Strategies has seen enormous success since it launched in 2014, and CEO Perry Nalevka credits that success in part to his team. He says they are passionate about content and inbound lead generation, and that passion makes a big difference in results. To captivate consumers, you need captivating content, and that type of product comes from people who are fully engaged in the process. Hire and train marketing, advertising, customer service and content staff with that in mind.
4. Build the Right Type of Site
Make sure the architecture and function of your site matches user needs. If you lead users to believe you are an e-commerce site and they click through to find no way to purchase anything, they probably won't be back. If you simply want to build awareness and generate traffic at your physical business location, you can get away with a quality brochure site and accompanying blog.
5. Publish Lead Magnets
Finally, keep people on your page once you get them there with lead magnets. Lead magnets fill the space between click-through and conversion, and they build trust in your brand and encourage sharing and linking. Examples of lead magnets include white papers, in-depth articles, free e-book downloads and videos.
For more information on creating a dynamic content strategy that drives quality leads into your sales funnel while promoting brand awareness, contact Vera at 97 Degrees West.