Lead Generation Tips: Creating Content that Converts

Lead Generation Tips: Creating Content that Converts:

from B2B Marketing and Lead Generation | Optify by Jeff Jewett

The fact that I love what I do combined with a ferry commute that serves beer grants me the privilege of talking about marketing with many business owners, executives and managers every month. Most recently I was asked the question(s)…

What type of content do you promote? What converts? Why?

As with any profession, when someone doesn’t know very much about your field, they expect a simple one-line answer for solving all of their problems or questions. I love talking about marketing and hate giving anyone the wrong information. Sure, I could have said something about a targeted guide or industry research, but that’s not how I do things. So here are my answers:

Meaningful content works every time

Any type of content can be promoted successfully if it directly addresses the audience’s pain points and takes into consideration where the lead is in the buying cycle. Identifying these is one of the most difficult tasks in marketing and is an entirely different conversation, but at it’s most basic level, finding the right content to promote is about having a meaningful understanding of your audience.

Once you’ve identified those pain points, the key to success with content marketing is to share content that’s highly specific to that point, meaning that it’s relevant and on-target and making it as easy as possible for the viewer to address those points. As a business owner you’ll earn respect and build a reputation for delivering high value by custom tailoring content to your audience’s pain points, regardless of whether it’s videos, infographics, whitepapers or whatever else you want to create.

Select the medium that most easily solves the problem

Each of these mediums provide a mechanism for addressing the issue, but selecting one should be based entirely on which would best serve the need. When treating social media advertising as a demand generation activity as opposed to one for brand awareness, it’s important to prime your audience for a value exchange. By following the best practice of providing what they need when they need it, the audience will gladly provide you with a couple pieces of information (e.g., name and email address) in exchange for the value of solving that pain point. The facilitation of this transaction is managed through a landing page that is designed specifically for that audience, reassuring the value that you will provide and making it as easy as possible for them to give you their information.

Quality content always converts

At Optify we find that by creating highly targeted campaigns addressing specific pain points, we can convert upwards of 30% of our visitors into new leads. Budget and measurement for this type of program are entirely based on the value of the product or service being offered and the value of a lead.
Once you have identified and analyzed your audience it is time to choose a platform and set a budget. Regardless of whether it is Facebook, Twitter or Linkedin – I suggest starting out with a small test budget ($100-$300) while you dial in your program and get a good understanding of your own conversion rates. As long as the audience and message are fine-tuned and the program is designed to scale, then the budget should grow as you generate new business.

Determining what works best requires testing

Tracking results is now easier than ever with free tools like Google Analytics and custom URLs and can be very robust when combined with paid tools like Optify’s lead generation software. These systems directly tie visitor activities and will tie your website activity to your social campaigns so you can accurately pinpoint the ROI from content marketing activites. Many of the social platforms themselves also offer fairly robust reporting, especially Twitter and Facebook.
Following this approach you can target the right audience, with the right message, take them to a page that is designed to convert, and generate highly qualified leads for your business.
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