Create Lead Generation
Lead Generation is the systematic exchange of a piece of high quality for registration information. An effective lead generation strategy begins by identifying your buyer persona(s) and then customizing content that will attract and engage that target audience. The goal is to provide new names to your marketing database. An effective lead generation strategy puts your buyers ahead of the sale and establishes expectations to generates demand for your content, rather than your solution. Here are 3 techniques to start creating an effective lead generation strategy
- Identify Buyer Personas - Before you begin creating content, you must have a clear and concise understanding of your target audience. You should set up interviews with satisfied and unsatisfied customers to understand their pain points, their goals, their obstacles and most importantly how your content (not your solution) can help them. The key her is create targeted yet broad content that will attract your potential buyers
- Content Alignment- Once you have a grasp on your buyer persona, begin aligning your content to stages throughout the buyer journey. There are three generic stages to the buyer journey. The early stage is where consumers are actively searching for solutions rather than a particular brand. And as such you provide educational content that will thrust you into the category of thought leader. In the middle stage, buyers are interested in your particular solution just not yet buyer ready. Thus, they should receive lead nurturing and lead qualifying content. In the last stage, buyers are more inclined to purchase your solution and should be receiving promotional content. Furthermore, all three stages should incorporate distribution across paid social and organic.
- Hyper Targeted Landing Page - By properly aligning your content you will be able to direct a vast amount of visitors back to a particular landing page. These pages should be built around the specific search term and in line with Google's best practices. This means your URL, title, subtitle, and content should feature the keyword that the visitor was searching for. Furthermore, you want to have a piece of valuable content that will capture the visitors attention. Aligning your content will provide you with insights to reach potential buyers at certain parts of the buyer journey. The key here is to ensure you get the most out of your content through a process called gating. This is the process of placing a form-fill in front of your most valuable content. This is a win win situation as you collect contact information ( lead and the visitor collects valuable content.
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