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  • Noah Frohn, Mon Sep 23 2019

  • Not generating enough leads? Double your leads in a month with these 7 secret tips.

  • Content overview: More customers with our 7 simple tips

    • Insider tips for more traffic
    • Create the right added value, for more customers
    • Improve your advertising presence
    • Optimize user experience

  • Content is king. But can your content actually generate quality leads? According to a State of Inbound report, generating leads and traffic has been the biggest challenge for most companies. Do you know the problem of converting your website visitors into qualified leads with too little conversion? You are not alone in this problem. You may be familiar with the basic process of using content marketing for lead generation? In this post, we will share with you seven simple but powerful content marketing strategies to double your leads.

  • 1. Structure content - create a red thread

  • One of the most important markers of high conversion is user experience. The goal is to create the maximum customer experience for the target audience on the website. Below, we'll show you how to achieve this.

    The percentage of traffic coming from the side (traffic coming from a page that is not the home page) is steadily increasing. However, a good homepage with a central message that speaks directly to your target audience is still critical. Website visitors, once on your website, want to get directly the most important information about your offer. In doing so, you must be able to answer the following questions on your home page.

    What is it about?
    What is my added value?
    How do I get it?

    So it's important to answer all the W questions clearly and coherently right on the home page. Divide your content levels chronologically and have a common thread. It often helps to separate individual content sections from each other in the design. This makes it easier for the website visitor to find his way around and quickly obtains an overall view of the offer.

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  • To ensure that your homepage communicates clearly and "eliminates noise," it's important to attract the right audience. How do you do that?

    Here are a few tips to help you:
    Your homepage should be easy to digest and the message to the point. A key component is internal link building. There should be links to deeper, more detailed pages on your site in case readers want to learn more. The best way to do this is through internal links. Your homepage should also contain several call-to-action (CTA) buttons in case a visitor wants to sign up for your offer. Furthermore, the design of your homepage is very important. Adapt it to your target group and signalize in the design what the content of your website is about.

  • So pay attention to the following things:

  • Answer W-questions conclusively

    • Packaging content in an appealing way with a common thread Graphics, animations, videos
    • Internal link building
    • Design adaptation to target group
    • Search engine optimization

  • 2. Use dynamic CTAs with downloadable content

  • With dynamic call-to-actions, you can automatically customize the call-to-action message or offer based on the individual visitor. To do this, you use the information you've compiled in your lead database. This means for different visitors you can offer different offers via the Call to Action button. Compared to static call-to-actions, these personalized dynamic call-to-actions work exceptionally well. For example, HubSpot started using dynamic CTAs. Then, over a 12-month period, they found that user-targeted dynamic CTAs converted 42% better than static CTAs.

  • Dynamic CTA example

  • So how can you add dynamic CTAs to your content?

    Creating a dynamic CTA requires some coding features, unless you use a non-code application builder. Here we can recommend ConvertFlow. For Wordpress, you can find an article on how to create CTAs here. Investigate the different types of visitors coming to your website. For example, you can look in Google Analytics to see how best to group visitors based on the available data. Create a list of CTAs that are personalized to each segment and add them to your dynamic CTA program. Link all CTAs to a compelling, downloadable offer that requires the visitor to enter their email address to access.

  • 3. Use webinars

  • Lead generation is about creating a compelling offer and providing value to the customer. Webinars are quick and easy to create. According to the Content Marketing Institute, 58% of marketers use webinars for lead generation. If you want to convince more visitors to leave your contact information, giving them access to a webinar is a great way to do it.

  • How do you link to webinars in your content?

  • The first step is to run high quality webinars on a platform that visitors are familiar with. Our example: GoToWebinar.
    If your content is related to the webinar topic this is a good place to link to the webinar. This can be done through blogs or other content forms. Place the link where it will naturally appear and draw the reader's attention to it. In other words, your blog posts help build trust and your webinars enhance the relationship by providing value to your audience.

  • How do you get people to sign up?

  • Create enough curiosity around your content to make your audience want to learn more and sign up for your webinar. Hold live webinars to encourage visitors to register and link to the registration page using CTAs included throughout your content.

  • 4. Use strong verbs in headlines to create attention

  • Eight out of ten people click on your headline when it catches their attention. When you write blog posts, the headline will show up in search results as well as on your social media channels. Using strong verbs can help create better headlines and grab attention. How exactly do you do that?

    A strong verb creates a detailed image in the reader's mind and also conveys a high level of meaning. It connects the subject to the action in a sentence. In a fast-paced world where attention is hard to come by, strong verbs can help.

    For example, the copy Apple uses for its iPhone 7 uses the following line, "Whether you're listening to music, watching videos or making hands-free calls, iPhone 7 lets you turn it up. Way up. "Headlines are the bait that catches the reader's attention, and strong verbs make that bait more enticing. When writing your headlines, make sure you write them in an active voice and use strong verbs that pique your reader's interest. For example, consider the following headlines without the strong verbs:

    Feature Property Sells in Record Time Retirement Brings New Opportunities. These look weak and don't attract much interest.

  • So how do you distinguish between strong verbs and weak verbs?

  • There is no clear distinction. It is up to you, the writer, to decide how strong your verbs should be. For example, "run" is stronger than "walk" because it indicates how someone moved. Other options such as "jog," "walk," and "shuffle" also indicate how a person moves. The most appropriate choice must be made by the author.

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  • 5. Capture leads before they leave

  • Pop-ups have a bad reputation, which leads many marketers to instinctively avoid them. Regardless of how your experience with exit intent pop-ups are, research shows that you can retain up to 10-15% of your website visitors who would otherwise be lost. That's a big increase in leads for little effort. Exit intent pop-ups can be created with non-code solutions like OptinMonster. With them, you can create custom exit pop-ups and determine the number of visitors that convert.

  • So how can you make the most of your popups?

  • Consider the following tips:

    Use bold designs that grab attention and showcase your marketing message. Use powerful headlines that clearly identify your intentions and offer visitors something to get them to take action. When creating exit-intent pop-ups, the key is to present a compelling offer in as few words as possible. Remember that at this point your visitors are preparing to leave your site and their patience to read through large blocks of text will be kept to a minimum. Present your offer in one to two lines at most. Make it attractive and let the pop-up do its job. Provide a clear call to action.

    Try to include elements of urgency, scarcity and exclusivity in your ad by marketing it as a one-time offer or adding a countdown timer.

  • 6. Share case studies

  • For B2B marketing, case studies are some of the most effective content you can present to your visitors. "Does it work?" Is the #1 question most visitors ask when it comes to your services. Case studies help you answer this question by giving visitors detailed examples of how your product/service has helped other businesses in the same way. According to the Content Marketing Institute, marketers surveyed found case studies to be the third most effective B2B tactic. Apptio invests in your case studies by creating a library for them from different industries and offering different formats. Based on these, the audience can digest the content. They offer customers the option to participate in teaser videos, and also provide your audience with longer, text-based options.

    So how can you create your own case studies to boost your lead generation?
    Effective case studies require the participation and involvement of satisfied customers. You'll also need to carefully discuss in advance what information you're allowed to share and what information is confidential. However, if you can iron out these details, all you need to do is tell an interesting story about how your product or service helped the customer. If you have many satisfied customers to choose from, you should be able to find some who are willing to work with you to create a case study. Especially if you offer them an incentive. This can be done via a discount, for example. When creating case studies, keep the following tips in mind:

    • Write about someone similar to your desired clients.
    • Place the case studies visibly on your website and share them on social media
    • Tell the story from start to finish, including who the customer is, what the goals and problems were, what actions were taken, and what the outcome was
    • Format the case study so it is easy to read
    • Provide real facts and figures
    • Talk about specific strategies
    • Try different formats, e.g., story format, Q & A formator interview format
    • Use your text-based case studies for other forms such as slideshares, podcasts, videos, etc. to appeal to people with different learning styles

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  • 7. Use multi-touch campaigns with interactive content

  • Keeping visitors entertained and engaged is harder today than ever before. The attention span of the average online person is at an all-time low, and even if ordinary content interests them, interactive content is more likely to grab their attention. Interactive content also forces visitors to think more carefully about what they're reading, rather than skimming it. When your visitors answer questions or otherwise interact with the content, they need to understand what they are reading. This communicates the message of your content more effectively.

  • Example of interactive content quiz

  • One of the most well-known examples of interactive content and your effectiveness is the most-read article on the New York Times site in 2013, which was a quiz, not a groundbreaking news article.

  • So how can you create interactive content for your audience?

  • Creating interactive content is getting easier thanks to a variety of tools and apps that let you integrate quizzes, games, and more into your content. The key is to seamlessly blend the interactive portion of your content with the written portion so that the finished product is polished and consistent.

    Create interactive content here for free...

  • The following steps will help you create your interactive content:

  • Be clear about the goals you want to achieve at each stage of your sales funnel. Determine the content types and topics for each stage. In other words, you need to understand your audience's interests for different topics.

    Go beyond the standard lead form and consider gathering information about your audience through your content. In other words, ask questions about your topic. Making the interactive portion of your content relevant to the written portion will also increase the likelihood that the written content will be read, rather than skipped in favor of the interactive content. In the final portion of the interactive material you include in your content, there should be a sign-up form where the reader can give you their email address in exchange for an offer. As they become accustomed to interacting with the content throughout the post, they are more likely to provide your email address at this point. Connect your interactive content to your integrative marketing solution, such as email marketing software or CRM. Here, smashleads offers you the opportunity to create interactive content for free and embed it on your website in minutes. Register now for free for the launch.

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  • Conclusion

  • Content marketing as a lead generation strategy has proven to be a powerful way to convert more of your website visitors into qualified leads. However, for this to work, you need to create content that is specifically tailored to capture leads. By creating content that grabs the attention of your website visitors, highlights compelling offers, and makes visitors want to learn more about your products and services, you can convert more visitors into leads and even double your lead generation.