These days, content is king, a crucial part of any digital transformation. It can be an invaluable way to generate strong leads for your business.

There are four key steps of content-led lead generation:

ATTRACT 

You don’t want just any traffic to your site, you want the right traffic. You want the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? Your ideal customers, also known as your buyer personas. Buyer personas are holistic ideals of what your customers are really like, inside and out. Personas encompass the goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular customer type. Your personas are the people around whom your whole business is built. 

Some of the most important organic tools to attract the right users to your site are: 

• Blogging
• SEO & PPC
• Website
• Social Publishing

CONVERT 

Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. 

Contact information is the most valuable currency there is to the online marketer. So in order for your visitors to offer up that currency willingly, you need to offer them something in return! That “payment” comes in the form of content, like eBooks, whitepapers, or tip sheets – whatever information would be interesting and valuable to each of your personas. 

Some of the most important tools in converting visitors to leads include: 

• Walled content
• Calls-to-action
• Landing pages
• Contact databases 

CLOSE 

You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times. 

Closing tools include: 

• Customer Relationship Management
• Closed-loop Reporting
• Email Marketing
• Marketing Automation

DELIGHT 

The Inbound way is all about providing remarkable content to your users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them!

Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organisations and products they love. 

Tools used to delight customers include: 

• Surveys
• Smart Calls to Action
• Smart Text
• Social Monitoring

If you want to find out how we can support your digital transformation and activate your four steps of content-led lead generation, email info@springboardcommunications.ie

Post by Laura Fitzgibbon