Content Marketing for Lead Generation

 

 

Today, we’ll dive into how to generate more leads in your business through killer content marketing. I know people who drive tens of thousands of visitors to their site each month, but their monthly revenue is nothing to brag about. This is not uncommon and can happen for a few reasons, and we’ll touch on some common mistakes in this video tutorial.

When your blog readers aren’t buyers

If someone has yet to subscribe to your email list and is just visiting your personal web properties, they probably haven’t reached the end of the “buyer’s journey.” It’s your (the marketer’s) job to provide content with educational value that gradually moves your visitors and subscribers towards meeting their core goals. If you utilize your blog strictly as a pitching platform to sell, chances are your conversion rates won’t be overly impressive.

You want to expand upon your products and services with content that conveys real purpose and benefits to your readers, and you want to indoctrinate those readers better than anyone else in the market.Google and YouTube make it effortless to access information today, so if want to make money online, you need to make you content on a more granular level, which we’ll discuss in the following section.

Create content based on customer needs

Far too often I see products created based on the marketer’s level of expertise and not their customers’ needs. Trust me, I’ve been guilty of this as well, but I can tell you it got me nowhere. Customers aren’t interested in your format, but they are interested in solutions that you offer that will fulfill their needs. This is a simple shift, but a profound paradigm shift for yielding more tangible results in terms of increased conversion rates. How do you determine your customers’ core needs?

Figuring out your customers’ needs

The best way to find the above question out is to use surveys and explicitly ask your audience about their fears, frustrations and obstacles impeding them from reaching their goals. Be sure to ask open-ended questions to also learn the specific phrases that subscribers use when they refer to said fears and goals. Repurposing subscriber language into content is marketing gold for an eCommerce business; what better way to reach people than ‘speaking their language’?

Don’t have a huge email list? That’s okay too, because the best way to understand your customers’ needs is to call them, or a subset of them, before you even send out a survey. Yes, it may sound outdated or intrusive, but hands-down this is one of the best ways to get to know your customers at a much deeper level and use the ‘peeling the onion’ strategy to hone in on underlying goals and fears.

I have my own business in the fitness niche, and when I ask people on the phone why they want to get in shape, they usually respond along the lines of, ‘I want to live a strong, healthy lifestyle’. There’s nothing wrong with this answer of course, but is not being healthy really an underlying fear? Not likely, and so at this point I ask again why they’re looking to get healthier…

Typically, a follow-up response might be ‘I want to feel good and look better’, but I press just a little more and again ask why; at this point, they might respond ‘to have more self confidence’. A few ‘peels’ in and you can finally get most people to start divulging their full fears and objectives. I’ve had a segment of customers admit at this point that they’re looking to improve because their spouse doesn’t look at them in the same way as he/she did in the beginning of their marriage.

Another option is hopping on relevant forums in your niche and reading the obstacles with which people are struggling, then starting to incorporate these into your content.

3 simple ways to convert more leads

With all of the above covered, there are 3 simple ways to convert more readers into subscribers and buyers:

  1. Legitimately superior content – Branding and presentation is important, and generally speaking simpler design and easy-to-digest content is better.
  2. Relevant next step(s) to calls to action – This is one of the most common mistakes and it’s an easy one to make (I certainly have had my fair share). You want your blog content to be congruent with your lead magnate or opt-in; disconnect in content along the ‘buyer’s journey’ can reduce conversions. This is often referred to as a content upgrade, and it’s an essential component in lead generation.
  3. Multiple calls to action – There can certainly be too many calls to action that give off a ‘spammy’ vibe, but on the contrary leveraging multiple calls to action that are done well can increase perceived value, in turn increasing leads and sales conversions.

Keeping these 3 conversion optimization tactics in mind, we’ll take a quick look at 2 example websites and assess how well they meet the above criteria, and quickly discuss why they may or may not be converting an optimum number of subscribers.

Example A

Kissmetrics (analytics platform for marketers)

Kissmetrics

 

1 – The first thing to notice is the awesome title of this blog; it’s very specific i.e. “10 different quick and easy…” Right away it’s clear that email marketing segmentation strategies is what we’re going to learn and be able to implement today, and formatting of the information is consumable and actionable; this definitely seems to qualifies as legitimate and high quality content.

 

2 – How about that call to action? Yes, there’s a banner directly below the blog:

 

Kissmetrics

If you’re interested in segmenting your email list (blog content), you’re probably not a beginner marketer, and A/B testing is a relevant and connected strategy. Notice too that they’re not using a conventional call to action in this case; they’re using a benefit-driven, step-by-step process to getting results fast with a more advanced tool.

 

3 – There are multiple calls to action on the page, but in a way that’s not cluttered. Notice the opt-in on the left sidebar to sign up for a newsletter, and there’s also a banner ad (see above) for a free webinar. It’s clear that Kissmetrics knows their target audience, and they’re using content strategies that are appealing rather than spamming.

 

Example B

Bodybuilding.com (authority site in fitness niche)

Bodybuilders

 

1 – This article seems to be getting a lot of engagement, but I can’t help notice the blatant spelling error in the title (there are some questionable grammar choices in the first few sentences as well). Maybe this isn’t a huge deal, especially considering this is ‘gym humor’ content, but there are people who will immediately disqualify your content based on grammatical errors, so be wary. Taking a look at the title, I’m also left wondering what exactly I’m going to gain by reading this ultimate guide – even a ‘5 quick tips to putting on the muscle pounds’ would probably increase engagement.

 

2 – Is there a relevant call to action? Doesn’t look like it. The left-hand sidebar allows me to select other relevant topics, but there’s no encouragement to take a next step. In fact, I have to scroll to the bottom of the blog before I’m presented with any actionable option; this banner advertises registration in an 8-week challenge, but I really have no idea if this is for a coaching session, a paid product, or something else entirely.

 

Bodybuilding.com

 

3 – Based on what I’ve surveyed, Bodybuilding.com is not leveraging multiple calls to action, and despite getting millions of visitors a month, they certainly have an opportunity to increase conversions by polishing content, making their calls to action more congruent with users’ needs, and including additional relevant calls to action in their side bar and header.

 

Feel free to leave comments or suggestions about this tutorial on the CLVboost YouTube channel, and if you haven’t already, click our free download to the left – ‘5 Strategies to Capture and Convert More Subscribers’ – for more great content on conversion rate optimization and marketing automation.

-Daniel Faggella
CLVboost Founder

About The Author

Daniel Faggella

I grow businesses with marketing automation, email marketing, and conversion-rate optimization. I've spoken on business and emerging technologies internationally and at some of America's finest schools (Yale, Stanford, Cornell, etc...). My marketing strategies have been featured in the Boston Business Journal, MarketingProfs, Direct Marketing News, and much more. CLVboost is where I share marketing strategies, TechEmergence.com is my major pursuit.