We can agree that capturing leads is the lifeblood of your business. Through proper nurturing tactics, these subscribers can be converted into buying customers, then long-term fans of your brand.
Yet, one of the biggest challenges many small businesses face in their digital marketing is lead generation. Low lead conversions equate to low online sales. The more qualified leads you have coming into your pipeline, the more closing opportunities created for your sales team. A sure way of boosting your leads is by bolstering your content marketing strategy.
You see, consumers are using the internet to discover new brands, find answers to their problems, shop and socialize. You must “show up” when your audience is looking for you. A solid content marketing plan positions you to be everywhere your ideal customers are. As a result, you open more doors for engagement, traffic, and of course, more leads.
In fact, here are 5 strong reasons why content marketing is important for lead generation.
#1 Builds Trust and Credibility
People do business with those they know, like and trust. Content marketing gives people a chance to learn more about your company, culture, and how you can help them. It positions you as an expert in your industry, boosting credibility and building trust. Whether using your blog post, social media networks or video channels as a platform, your content helps people determine whether or not they want to do business with you.
#2 Hone Follower Relationships
Social media marketing is an excellent way to foster relationships with followers, increase brand awareness and generate leads. But to effectively execute your social strategy, you need content. Not just promotional content but information your audience can use to solve problems, be informed, inspired or entertained.
Sharing content and being interactive on social shows that there’s a real human behind your company’s name. It makes you relatable and trustworthy, key ingredients to growing your list.
#3 Offer Incredible Value
Content types such as eBooks, video series, webinars, checklists, and templates allow you to share immense value to your audience, cementing credibility in your space. They also play a big role in your lead generation strategy. Content offers gives people a reason to opt into your list. By offering something that is high-quality and relates to your audience, you’ll increase your chances of gaining new subscribers.
The key is ensuring your content offer truly speaks to the needs and wants of your target audience. When you have a clear understanding of their pains and challenges, you’re able to create content that offers solutions. This is the essence of the inbound marketing way!
#4 Moves Prospects Along the Buyer’s Journey
Another reason why content marketing is important for lead generation is it helps move your prospects further along the buyer’s journey and closer to the purchasing decision.
Content is leveraged throughout your customer’s time with your company. It brings awareness to your brand by using SEO tactics, blogging, and social media. Your content captures leads (more on this next). It’s then used to cultivate your subscribers, providing them with more value to make an informed decision. Finally, you develop loyal fans of your brand through…content!
#5 Content Captures Leads
Whether its content for your landing page, webinar or video, your content is the conduit for online lead generation. It’s a necessary component where enough should be created that appeals to your various buyer personas, is distributed through multiple channels and focused on one specific purpose…generating leads.
When your content is tailored for its intended audience and placed where your customers hang out, magical things begin to happen. Your lead conversions increase, connecting more people to your company.
The good news is, there are a plethora of ways to leverage content to grow your email list. Webinars are super powerful because attendees must register with their content information in order to join. Stats continue to prove that videos move people to action so creating a video series could be a valuable asset for your lead strategy. Finally, optimizing your blog for leads is a strong way to convert your posts into a lead generating machine.
Hubspot shares that a whopping 82% of buyers viewed 5 pieces of content before purchasing from that company. Content marketing is not only key to your lead generation success, but your overall inbound marketing progress. Commit to developing and executing a content strategy.
If you’re unsure of where to start or ready to accelerate your existing content marketing plan, reach out to us and let’s chat. We’re equipped to help you get to your next level.
Link360: Link360 is an Inbound Marketing Agency Located in Greenville, SC. We specialize in generating leads for our clients through attracting visitors to their website, converting them into leads and closing them as customers. If you have any questions, or would like your own free Inbound Marketing Analysis, please contact us now.