First Time Visitor Site Content for B2B Lead Generation

First Time Visitor Site Content for B2B Lead Generation:

Demonstrate Your Knowledge & Establish Trust With First Time Visitors

Hopefully, your company’s content is read by many types of visitors: RSS subscribers, social followers and first time visitors among others.

And while they’re all important, first time visitors are key to your marketing program. They’re fundamental to spreading your brand and reputation to new markets.

In Inbound Marketing, they’re known as Top of the Funnel Visitors.

And your goal with top-of-the-funnel visitors should be to demonstrate your knowledge and experience and start to establish trust between you and your new visitor.

ToFu Visitors Are Looking for an Answer

Top of the funnel (ToFu) visitors find you because they’re seeking an answer to a problem or trying to learn something new.

That’s it.

So give them what they want. Provide little bites of educational goodness that answer their questions.

Your goal is not to overtly sell them anything.

Instead you simply want to make a small deposit in their emotional piggybank.

They should leave your site with a feeling of goodwill; a positive lasting impression about your company.

There are many tools to accomplish this but we’re going to talk about three that are the most effective – your blog, whitepapers and video.

Use Your Blog to Answer Questions

Blog posts are perfect for answering questions. You can address a specific issue in bite-sized articles that can be consumed quickly.

• Answer a question in 600 words or less.
• Keep your post tightly focused on a single theme
• Address an issue thoroughly but don’t veer off-topic.
• Provide links to other outside content that’s provides more detail and analysis
• Keep the tone professional yet light and friendly
• Reference other content that you’ve produced
• Remember to keyword optimize your posts to get the best chance of being found.

High-Level Whitepapers for the Top of the Funnel

High level whitepapers and e-books can be used very effectively for top-of-the-funnel visitors. While longer form and more detailed than a blog post, this kind of content still serves the same purpose of education and question answering.

Possible topics could include:

• 2102 State of the Industry Report
• Top 5 Problems forand How to Solve Them
• Objective product reviews of you and your competitors
• Opinion piece on a well-known industry issue

Your whitepaper or e-book should be downloadable in PDF form and you should create a landing page around it with keyword-optimized text so that the search engines can easily read and index the content of the PDF document.

Since you’re aiming for top-of-the-funnel visitors, you don’t need to “gate” your content by requiring people to fill out a form. Instead, provide a blindingly obvious Call-to-Action button that links directly to the content. You’re aiming for simple, fast and immediate gratification.

Video for Top of the Funnel Visitors

The key to using video for top-of-the-funnel visitors is focus and brevity. Limit your videos to no longer than 2-3 minutes and remember the same principals of keeping to a single-topic and focusing on problem solving. You’d be surprised at how much information you can pack into a single 3 minute video.

Possible Ideas for Top-of-the-funnel Videos could be:

• How to solve a common industry issue
• Interviews with industry leaders
• Whiteboard sessions explaining an industry concept
• An opinion piece about an industry topic

That should be enough to get you started. Now go out and write a blog post. Keep it focused and make sure the reader learns something.

If this post is not enough for you, check out our latest inbound marketing infographic to find out why you should work with an inbound marketing agency.

While you’re at it, don’t forget to check out one of our latest latest whitepapers – The Essential Guide to Internet Marketing as well.