Generating Leads with Content & Social Media
One of the most effective ways to generate leads is through intelligent content marketing. Some of the best practices for content marketing are as follows:
1. Company website must inform visitors on what the company stands for. Each page on the website must have a purpose, and so should the content. The content created must have specific focus such as information sharing, selling, brand building, trust inducing, SEO, contact building etc.
2. Provide only as much information as is required. It is proven theory that online readers have the minimum attention span (which is hardly a few seconds) and so, when the information provided is not concise, readers get bored and may never come back again.
3. Content needs to be tuned based on the buying stage of the prospect. To identify the buying stage, marketers need to use intelligent marketing automation systems that will deduce intent based on website activity of the visitor. Therefore, content strategy must focus equally on researchers as well as buyers to ensure there is something for everyone to read or view. Consider providing a multiple language support to cater to world-wide audience as well.
4. The company website must provide readers with well written thought leadership content like whitepapers and research reports, case studies and customer testimonials, product demos and data sheets, support documents, etc. in order to attract and engage website audience.
5. Basic content rules apply to B2B content marketing strategy as well. This includes simple language, SEO friendly, bulleted content, strong Call2action buttons, catchy titles, easily audio and video, and smooth navigation options.
6. Marketers must encourage website visitors to communicate with them by asking for feedback and ratings through simple form-fills. Also, it is important to enable options for content to be shared via social media sites for a wider reach.
Social media is a great medium for lead generation. In social media marketing, it is imperative for marketers to listen to their target audience through continual monitoring. Based on responses and feedback, content can be fine tuned, personalized and tested.
When content is shared in social media, marketers must ensure that it leads them back to the company website or another lucrative content download. This will help them assess the needs, priorities and interest level of the visitor and hence tweak their lead generation or lead nurturing programs.
When content and social media go hand in hand, marketers will find that their lead generation efforts bear fruit sooner than before.
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