5 Lead Generation Ideas using Content Marketing

Find out the effective lead generation ideas for your online business through content so you can acquire more potential clients and increase your sales.

Pulling effective lead generation ideas out of thin air is next to impossible.

Usually, you go out of your way by reaching out to your target audience and promote your products and services. However, this method brings mixed results. Regardless of how much time you devote to your outreach campaign, there is no guarantee that you will yield leads or clients for your business.

Therefore, if outbound marketing isn’t working, then you need to revamp your strategy. In fact, instead of going to people and peddling your business to them, you may want to invert the process – make your customers come to you and ask for your services!

Content marketing is a tactic that lets you attract people to your website and mobilize them to ask more about your services, if not hire you from the get-go! Since your target audience comes to you instead of you coming to them, content marketing is a perfect foundation to help build a passive and sustainable lead generation strategy.

In this post, below are effective lead generation ideas for your online business through content so you can acquire more potential clients and increase your sales.

5 lead generation ideas to generate more customers via content marketing

Optimize content for transactional intent keywords

Despite what you may have read, content marketing and SEO go hand in hand. When implemented together, both tactics will help you generate more traffic to your online business. The key now is finding the right keyword to optimize for your site pages.

When researching for keywords, you can’t rely on monthly search volumes and keyword difficulty alone to make your choices. You also need to consider the intent of the keywords that you want to optimize for.

There are different types of keyword intents, but you need to prioritize transactional intent keywords for the appropriate pages on your site. This keyword intent requires the visitors to perform an action based on the content of the page.

For example, if the goal of the landing page is to generate more inquiries about your coaching services, then you need to optimize for a keyword like “hire coaching services” or something similar. It’s even better if you can be more specific with the type of coaching service you’re offering and which areas you provide it to.

Once you’ve chosen your keyword, you need to optimize your content by following the best on-page SEO practices. The goal of an optimized page for your keyword is to present your information in the best way possible for your visitors.

By optimizing a laser-focused target keyword with a transactional intent, you can rank higher on search results, thus driving more visitors to your page and generate more inquiries!

Make calls to action clear and visible

Once you have a page that you want to use as bait for your leads and customers, you need to make sure that visitors can clearly see your call to action. A guideline you should follow is the inverted pyramid structure. Used by journalists and email marketers, the structure puts focus on your offer and lets you develop content to answer the important questions in the shortest and most succinct way possible.

Aside from using the structure, you need to use better calls to action on your page. A link to the order page may not be enough to catch the attention of your visitors. For this purpose, you may need something bigger to make visitors notice. For example, the embed code for your BLAB form is a great way to get people to schedule a call with you without having to click to get to another page. Another way to draw the attention of readers is to use a pop-up form that will show on their screen. Adding animation to the forms will make it impossible for readers to miss them out.

Lastly, you need to mention just one call to action on the page. You can mention the same CTA multiple times within the page as long as it’s the same offer. You don’t want to confuse people by offering different CTAs because it dilutes the message of the content, thus confusing your readers and lowering the conversion rate.

Offer content upgrades

People are attracted to value-based content. There’s no doubt that your audience will read a page jam-packed with unique information about the topic instead of a page with thin content that simply repeats information from other sites.

At the same time, you may need that extra nudge if you want to turn readers into subscribers. Through email marketing, you can create a drip campaign to help you slowly convince subscribers to become customers and clients. Therefore, you need to go above and beyond with your content to impress readers and hopefully get them to sign up for your email list.

A great way to grow your email list is to offer content upgrades on your site, considered to be effective lead generation tactics. The upgrade may come in many forms. The simplest way is by offering a PDF format of your content to visitors so they can read it even when offline. You can also provide e-books, white papers, and other forms of content that will help encourage people to sign up for your email list.

The idea here is to incentivize subscribers upon joining your email list. Your content may contain the right information to keep readers engaged, but may not be enough to convert people into becoming subscribers. The purpose of the content upgrade, therefore, is to give them something in return to get them to sign up to your list.

Write guest posts

If your site isn’t attracting enough visitors despite the awesome content you’re churning out, then you have a problem. You can’t generate leads to convert into clients if you don’t have enough site visitors.

There are lots of reasons that explain why your site’s traffic isn’t quite up to par. However, your goal is to find a solution to generate more traffic. One way of doing so is by writing guest posts on different websites.

Think of guest posting as a speaking opportunity. If somebody asks you to become a speaker in one of your colleague’s events, you get to tap his or her audience and hopefully turn them into your clients as well. In essence, guest posting works the same way. By writing for sites relevant to your niche, you may attract the site’s existing readers and funnel them to your site.

The success of your guest posting strategy hinges on the types of sites you will be choosing. You need to find high-authority sites with lots of social followers and subscribers. To do this, you must find the different factors that determine a site’s quality. Once you do, you need to pitch them ideas for the post and get them to approve before you start writing them.

Hold webinars

Your expertise and knowledge about the subject will determine your ability to make a sale. If you’re good at your job, then expect people to flock your site for your services. However, for this to happen, they need to know that you truly are as good as you say you are.

Holding webinars will help solidify your place in your industry. Coming up with compelling topics that help onboard people on how to use your products and services is one of the many lead generation ideas you should try for your business. Granted, you may need technical know-how on conducting a successful webinar. However, once you get the ball rolling, you can extend your reach to your audience and convert them into customers much easier.

Lead generation ideas to get your online business on the right track

You business needs lead to turn into clients to survive. Without them, your business will fail, to put it bluntly.

There are many lead generation ideas to choose from for your business. The ones listed above take advantage of content marketing as their foundation. By attracting people to your site instead of you calling or emailing them with little success may be just the lead generation strategy you need. If you following the tips above closely, you can generate a steady stream of leads with the least effort!

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I am a seasoned freelance writer who provides high-quality content aimed to help small businesses grow their site traffic and increase conversion. Aside from managing my professional site Christopher Jan Benitez, I am also currently the CEO of GoSmrk, a boutique digital agency that focuses on helping online businesses using the latest and best growth hacking techniques. Lastly, I own Freelance Writing 2 Success, an upcoming website that will help freelance writer set up their writing careers to success.

7 Steps To Turn Your Schedule Into a Powerful Sales Tool

Think of your schedule as a one-dimensional organizational tool? You’re missing out. Your schedule is a secret sales tool waiting to work for you. If used correctly, your scheduling tool has a lot more potential than you might think to generate business.

No matter how large your company is, how much revenue you’re bringing in, or how long you’ve been around, if you have a business – your schedule could be working to boost your bottom line.

Follow these 7 steps to make the most of your schedule

1. Digitize and publicize your calendar. If you want your schedule to start making money for your business as a sales tool, you have to make your calendar accessible to potential clients. By using an online booking platform where customers can view openings for appointments, demos, classes, events, etc., they can see when you’re free and book a slot right away.

2. Use a “Call to Action” (CTA) button to link your calendar with meetings. Make it easy for customers and prospects to find your calendar via a CTA buttons on your website, in email campaigns, or other digital marketing materials. These buttons should be the center of attention on all your content, and labelled clearly with obvious expressions like “Book Me Now” or “Schedule Your Appointment.”

3. Place the power in your customers’ hands. By letting your customers reserve their own time slot on your calendar you make a powerful impression and win customer service brownie points. By opening your calendar to your audience, you convey the message that you are prioritizing their time by putting control of your schedule in their hands, and skipping the painful phone tag or email inquiry process.

4. Capture key contact details. When a client reserves a slot on your calendar, it is essential you capture their contact details. At a minimum, this should be an email address. If it’s appropriate, get their phone number and mailing address here too. Obtaining this kind of contact information opens up a world of opportunities to keep marketing to a warm customer base – people who have already come in contact with your services and could be convinced to convert in future.

5. Cut cancellations and no-shows. Businesses lose money when customers neglect appointments. There are a few ways to address the problem. First, you can take payment or a deposit online at the time of booking, if applicable to your business. Second, you can send friendly email or text reminders in the days and even hours before your appointment. In these reminders, offer the opportunity to reschedule if necessary. Make it much harder for customers to forget their meetings.

6. Offer bonuses and promos. If someone reserves time on your calendar, it shows you’ve already made an impression. Now the goal is to keep them coming back. Track customer patterns and send targeted offers that remind them to return or try something new. For instance, if you own a spa and a customer routinely books massages, send them a special offer for booking a facial/manicure combo. If you use your calendar as a sales tool to schedule demos of a product, send a follow-up email to customers who completed the demo but did not follow through with a purchase. A little extra prompting may be all a customer needs to make a purchase or increase their spending.

7. Alert and educate. Use the contact information you’ve gathered to alert your customers when new opportunities that might interest them become available. Educate existing customers about upcoming changes, or send newsletters with valuable information that does not push a sale. Consistent communication paired with valuable and relevant information will help you build a loyal client base of people who will continually look for more opportunities to connect with your business.

3 Steps To Boost The Number Of Online Bookings

Allowing your customers to book your time online is an enormous opportunity. By having a presence online, the number of people who can find out about what you do, and then book an appointment with you will skyrocket. Think about how in the past you could only capture new business through word of mouth and expensive advertising – today you can attract new customers for free. Join the revolution and start taking online bookings.

That said, many small businesses and solopreneurs struggle to capitalize on the opportunity of the web. It can feel as if the internet is saturated with websites, many offering a similar proposition to your company. So, differentiating yourself and getting people onto your site then booking an appointment with you can be very hard indeed. However, with a little planning and research, you will be able to boost the number of people booking appointments on your website.

Let’s look at three things you need to get started.

1. Target audience

Developing an idea of your target audience and how to reach them over the internet is essential. You need to create a set of two to three personas which describe your ideal customers. The persona needs to answer key questions about the customer – location, age, what they might need your service for, how much money they have to spend on your product.

Case study of persona creation:
Emma offers one-to-one yoga classes in San Diego. She creates a persona of her ideal client, describing where they live, their age, gender, income, and personal timetable. Say her ideal customer is a middle-age woman living in a wealthy San Diego suburb who works full time but is free most mornings before 7.30am. Once the persona is in place, Emma can then begin developing her website and online presence to attract that kind of client – placing ads on LinkedIn targeted at her demographic, emphasizing on her online bookings page that she can provide lessons at customers’ homes early in the morning.

With a clear idea of who she wants to work with, Emma is then able to develop a strategy to get those people to book appointments via her website.

2. Create a strategy

After developing a series of in-depth personas, you next need to create a strategy to reach those kinds of people. For different kinds of businesses, this will involve very different tasks. Nonetheless, once you have a strategy, you can then follow it to ensure that you are marketing yourself consistently and professionally. An online marketing strategy needs, at the very minimum, a smart website (it doesn’t need to be over-complicated, just functional), social media marketing and email campaigns.

Let’s see what this would look like:
Mark runs a consultancy which works with small businesses in Arizona. He develops a marketing campaign built around a concept he calls ‘Mark says…’ which provides advice to the kinds of clients he works with. A key part of Mark’s social media strategy is to write one Tweet each day with a piece of ‘Mark says…’ advice. On his website, he writes a more in-depth ‘Mark says…’ blog each week. And, once each month, he sends a ‘Mark says…’ email newsletter to his existing customers.

With this consistent strategy and using the most powerful tools available for marketing himself, Mark builds up his reputation in the minds of existing customers, while fostering interest from potential new clients. This will lead to more online bookings through his website.

3. Unique Selling Proposition

Whether you have a revolutionary new idea for a business, or are carving out your place in a crowded market, to get more online bookings through your website, you need to make it clear why you are unique. You need to think about what you do that is different, why you are better than your competitors, and why your customers should hand over their hard-earned cash to you. There might be many different things that make you unique, but you need to boil this down into a simple statement to place on your website that customers can easily understand.

What would this look like?
Rosa speaks English and Spanish fluently and runs a translation business in New Mexico. She works with a range of clients on various types of translation. However, she needs to boil this down to one unique statement. By carrying out a review of all the existing clients she works with and the projects she enjoys most, she can define her business in a unique way with a statement like: “speedy, professional and prompt Spanish-English business document translation in New Mexico”.

Once this is published on the top of her webpage, on her social media profiles and in the footer of her emails, this kind of statement means people visiting Rosa’s website will immediately understand if she provides the right service for them.