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How to Generate Leads With Content Marketing

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If you’re looking for one of the best ways to generate leads for your organization, look no further than content marketing.  

Demand Metric revealed that content marketing generates 3 times as many leads as traditional marketing. And costs 62% less.

Content marketing generates 3X as many leads as traditional marketing. Click To Tweet

Having said this, executing content marketing the wrong way will lead to poor results and frustration. For instance, in a study by CMI, only 30% of B2B marketers say their organizations are effective at content marketing.

Content Marketing Statistic

Content marketing statistic graphic courtesy of Demand Metric

In this post, I’m going to show you 6 effective ways you can start implementing today to generate leads with content marketing.

Step 1: Create a buyer persona

Capturing the wrong leads is as bad as capturing no leads. In fact, it’s probably worse because you’ll waste your resources on a lead that’s unlikely to be your customer. 

Therefore, when I talk about generating leads, I mean generating the right leads. And to do this, you need to specify the type of people you want as your leads. 

A buyer persona is a fictional document that contains the details of your ideal customer. Some of these details are their:

  • Name
  • Age
  • Income
  • Gender
  • Location
  • Ambition
  • Solutions they’re looking for
  • Decision-making ability

RELATED PODCAST: How to Create Customer Personas for Your B2B Marketing

This buyer persona should contain as many details as possible. Having buyer personas make your content focused on attracting these type of people.

Of course, you can have a few buyer personas depending on the products you sell or services you offer. You can use the Facebook Audience Insights tool in the Facebook Ads Manager to find more details about your ideal audience. 

Facebook audience insights

Step 2: Leverage content syndication

Having valuable content on your company blog can bring in many leads for your business.

But what if you have an obscure blog that nobody reads? Then the great content that you’ve put a lot of effort in would massively underperform. A way out of this challenge is content syndication. 

What is content syndication?

Content syndication is the process of having your content on third-party sites that are more popular than yours and reach a much bigger audience. 

You get exposure for your content and the third-party website gets free content they can use to satisfy their audience. When you syndicate your content aimed at capturing leads to a website with your ideal audience, it’s a massive opportunity to capture many more leads.

In fact, that’s the service that companies Netline offer. They syndicate your content in their B2B lead generation networks to improve lead acquisition by targeting potential leads.

Netline Syndication

And even better, it’s performance-based, which means you only pay for the leads you acquire. 

But what about the big issue of duplicate content? 

Of course, this is a valid worry. But most syndication networks use canonical tags to tell search engines that your website content is the preferred version and should get the SEO equity. This eliminates the possibility of attracting a penalty. 

Step 3: Provide lead magnets and content upgrades

Nowadays, people are reluctant to share their contact information because their inboxes are already full of junk. 

To capture that lead, you have to first provide value. And that’s the function of lead magnets. They help to solve a problem for your audience and serve as an incentive for visitors to release their personal details. 

Some types of content that can serve as lead magnets for your content marketing campaigns are:

  • Ebooks
  • Reports
  • Webinars
  • Quizzes
  • Courses
  • Videos

What are the characteristics for effective lead magnets?

  • They solve an immediate problem for your audience
  • They’re short enough to be used immediately 
  • They’re accessible immediately to your lead
  • They solve a specific problem 

See an example of a lead magnet from OptinMonster:

OptinMonster example

This offer aims to solve a specific problem which is to convert abandoning visitors. 

Content Upgrades

Another similar concept is the content upgrade. Content upgrades are pieces of content offered to a page visitor that are relevant to the page content.  

Technically, they’re lead magnets. But they usually generate even higher conversions because they’re related to what the visitor is presently reading

In some cases, this could just be a PDF copy of the page or another format of the page content that readers can keep for future reference.

What type of results can you get from content upgrades?

In a Google rankings factor blog post, blogger Brian Dean implemented a content upgrade and achieved a 785.01% increase in conversions within a month. 

Amazing.

Content Upgrade Example

Step 4: Improve your landing pages

When you consider that most single landing pages are built specifically to capture leads, then creating them without thought means you’re essentially throwing your leads away. There are best practices you need to follow to ensure you optimize your landing pages for high conversion.

Let’s consider some of them:

Remove the navigation bar

One of the major mistakes marketers make is that they distract their landing page visitors from converting, and present many opportunities for visitors to click away from their landing page without converting. 

A landing page visitor should only have two options: either to close the page or convert. 

By removing the navigation bar from its landing page, Yuppiechef increased signups by 100%.

YuppieChef example

Make the CTA button visible

The color of your CTA button needs to stand out on the landing page. Since you want visitors to click it, let it grab their attention with contrast.

Netflix landing page example

Run A/B tests

No landing page is perfect. Therefore, you need to constantly test to improve your conversions. 

You can test different elements on your page and track their effects on conversions. Some page elements to test are:

  • Page copy
  • Call to action
  • Images
  • Background
  • Number of form fields

It’s important to note while testing, you should only test a single element at a time. This helps you to track the changes affecting your conversions. 

Check out this landing page:

Landing page test example

It was then optimized to look like this to improve conversions:

landing page test after

This led to a 1,250% increase in conversion rates for the landing page. 

Step 5: Use guest blogging to capture leads

Guest blogging is a valuable activity to improve brand awareness and gain quality backlinks. However, one advantage that most people fail to take is capturing leads through guest posts. 

You may ask: how can I do that? 

Most websites allow you to leave a link in your author bio after a guest post. You can leave a link to a landing page by promising a lead magnet to your guest post readers rather than a link to your home page. The key here is to make your lead magnet relevant to your guest post.

In a guest post for ConvertKit, web developer, Brad Hussy explained how he used ConvertKit to sell his online course. 

ConvertKit example

At the end of the guest post, there’s a link to his free email course. 

lead gen example on blog post

When you click on this link, you’re transferred to a landing page where you need to submit your details before you can begin the first lesson.

Course example 

You can also share the link in the body of your post where it is relevant. 

example of link in post

And depending on the website you’re writing a guest post, you can even add your content upgrade in the body of your post. 

See an example by CoSchedule founder, Garrett Moon on one of his guest posts:

Garrett Moon example

Step 6: Target long-tail keywords with the right intent

If you run a small to mid-size business, then targeting long-tail keywords is the way to go. First of all, it’s easy to detect these keywords’ intent. 

Secondly, there’s low competition for them. You can use a tool like SEMrush to carry out keyword research. This will help you to find the long-tail keywords a potential lead might use in search engines:

SEMrush long tail

After finding them, you should create your content to target these keywords. Furthermore, you should optimize your page for this keyword. This involves adding the keyword to parts of your page like:

  • Headline
  • URL
  • First few paragraphs 
  • Subheadings 
  • Image alt text
  • Image name

After doing this, create long-form content that provides the solution your visitor is looking for. When you bring in visitors from search engines, you can then use lead magnets, exit-intent pop-ups, or other lead capture tactics to capture their details. 

Michael Karp created a 4400-word post to target the keyword “how to fly a quadcopter.”

Quadcopter

From the page traffic, he used a pop-up which converted at 5.12% and a content upgrade lead box which converted 20 – 50% of people who clicked on it. 

example

Conclusion

The first major step to gaining a customer is to capture qualified leads. 

With a few tweaks to your content marketing strategy using the tactics in this post, you’re well on your way to turn your content marketing to a lead-generation machine. 





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Macros (Scripting). Self Botting. ( Probably the most lucrative post you'll see in a while)

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As a kid I loved Dragonball z. One day I found a 2d gaming site, full of anime games. One game I played people had the power level of 1000000 (You had to sit there and Press «P» to press the punching bag. Where my powerlevel was only 300. No matter what I did.

One day I found out that these guys were cheating. They were using a software called Ez Macros/ Macro Express (More complicated but i recommend it) to train for them while they were sleeping.

If you cant beat em, join em. I cheated. Made my 300 -> 1000000. Many, many times even after i got banned. So many times i was known as the Ez King. lol.

10 years later…

I thought to myself…If I could make 1 digit into 1000000. Why cant I make $1 in my bank account into $1000000. In the end All we are dealing with are numerical digits.

I used used Ez Macros / Macro Express. And created numerous databases. This is a freebie and a spoon feed to you guys. It will take you some time to master the art of recording -> scripting.
I wouldn’t be surprised if they moved this thread to VIP section. Im teaching you how to hire 10 men for free. AI and Robots are the future. This is how you use a «Computer». Make it move for you. Bring this to an interview and you’ll get hired (worked for me).

Dont be a fool and give out your niche. Just know the wealthiest members have been here for YEARS and might have 2 or 3 posts. I am giving back because i’m tired of being a piece of shit.

HulioG

 



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Brands Should Work With Influencers, But Only If They’re Smart About It

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If you Google the phrase “influencers are,” you get these descriptors: dead, stupid, annoying, gross, losing their influence. And those are some of the more diplomatic responses to that popular open-ended search.

So why should brand marketers continue working with self-styled digital tastemakers and trendsetters?

“Consumer sentiment has never been so negative,” said Amber Atherton, founder and CEO of Zyper, a company that helps connect brands to their die-hard fans. “The market is saturated, and trust is being eroded.”

The key is choosing the right influencers, sometimes those with sway over a relatively small number of people in their immediate social circles, since 83% of consumers trust recommendations from family and friends more than any other form of advertising, according to Nielsen stats.

That insight came during Adweek’s Elevate: Influencers conference Oct. 17 in Los Angeles as Atherton discussed the value of super fans with Akash Mehta, Christian Dior’s global digital manager of parfums.

In the past three years, Mehta has zeroed in on “the bottom of the pyramid,” meaning those budding online mavens with 1,000 to 10,000 followers, where he’s found “more conversion and potentially more credibility” for the Dior beauty brand. (The top 1%—celebrities and other famous faces—still play a role, he said, but mainly in building awareness.)

The execs wanted to dispel the notion that working with everyday folks can’t move the needle.

“When you activate an influencer, it shouldn’t just be image driving—it should be business driving,” Mehta said, who also noted that he’s using gifts, free product and other rewards as incentives to get quality user-generated content. “We’ve seen ROI improve as we’ve gone further down that pyramid.”

The afternoon thought leadership event, held at Deutsch’s Steelhead production studio, included sessions with Kalen Allen, a video novice turned viral star (and Ellen DeGeneres protégé) and Drew McGowan, communications lead at Clif brand and Luna Bar, whose partnerships with members of the U.S. Women’s National Soccer Team highlighted the battle for equal pay for the World Cup-winning athletes. Helixa CEO Florian Kahlert told attendees to drill down further into influencers’ audiences (beyond demographics to psychographics) to find the best brand match.

Other insights from panelists included words of wisdom from Aimee Song, an “OG” blogger who’s built the fashion brand Song of Style with online retail giant Revolve, who has always listened to her “inner voice” about working with marketing partners. “I won’t promote diet tea because I don’t believe in it, for instance,” she said. “There’s quick cash to be made” from such one-off deals, “but I’d rather have longevity.”

Execs at Revolve, an early adopter in the space, have built a stable of some 3,500 millennial and Gen Z influencers “in over a decade of making smart, strategic bets,” Raissa Gerona, chief brand officer, said.

“We’ve always looked at influencers as entrepreneurs,” she said. “A lot of companies don’t understand the power and complexity of influencers.”

Revolve, amping up the experiential marketing that it’s pioneered with its influencers, has toyed with the idea of opening a branded hotel or restaurant (there’s already a members-only Revolve Social Club in L.A. for loyalists) as part of realizing its “lifestyle brand” status.

L.A. Brand Stars winner Russell Barnett, CMO of My/Mo Mochi, spends “an inordinate amount of time” vetting and educating a highly curated group of influencers for the sweet treat brand, knowing that sometimes they may toss the script.

“If they go rogue, we love that and we don’t love it,” he said during a session with fellow L.A. Brand Stars from Beyond Meat and FabFitFun. “Sometimes it’s a happy accident because that’s where the real passion is. If it goes bad, you can ride that out.” 



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Direct-to-consumer brands that have tested Snapchat's latest ad format say it's helping drive returns while bringing their cost-per-purchase down

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  • Snapchat’s Dynamic Ads format is already working well for some e-commerce and direct-to-consumer brands.
  • Snapchat is rolling out the new format today. Business Insider reported first that it was testing the dynamic ads format this summer.
  • Brands including Princess Polly Clothing and Vitaly Design said the Dynamic Ads are helping cut the cost of ads and are increasing return on spend for them.
  • Click here for more BI Prime stories.

Snapchat is rolling out a new ad format it’s been testing for months, and some e-commerce and direct-to-consumer brands said it was already paying off for them.

Dynamic Ads let advertisers automatically create ads from their product catalogs and serve them to people on Snapchat in real-time, based on interest people have shown in the brand online. Business Insider broke the story about Snapchat testing the dynamic ads format this summer.

Read More: Snap is secretly testing dynamic product ads that retarget consumers as it races to compete with Facebook and Pinterest for e-commerce dollars

Such ads already exist on Facebook, Twitter, and Pinterest, and the new format is a way for Snapchat to make a bigger effort to grow retail, e-commerce and performance marketing dollars, sources previously told Business Insider. Advertisers can bid for Dynamic Ads on Snapchat’s self-serve platform Ad Manager. The ads will be available to brands everywhere, but campaigns will only reach its US audience to start.

Advertisers say Dynamic Ads are working for them

Some DTC advertisers that have tested Dynamic Ads include Princess Polly Clothing, Vitaly Design, Shady Rays Polarized Sunglasses, and The Ridge Wallet, said Dynamic Ads are helping bring their cost-per-purchase down while increasing their return-on-ad-spend (ROAS) compared to other  ad formats on Snapchat.

Snapchat has given brands discounts to get them to new formats, but didn’t do so with Dynamic Ads, a company spokesman said.

Online retailer Princess Polly Clothing has been testing Dynamic Ads over the past month to retarget people. Dynamic Ads let it easily personalize the ad creative depending on the user and drive purchases, said Kim Zorn, its digital marketing manager. The retailer said its cost-per-purchase decreased by 60% while its return on ad spend is 171% higher than compared to other, similar product-focused campaigns.

For accessory maker Vitaly Design, Dynamic Ads let it easily reuse its product feeds to create ads, saving time and money, said Joe Cornfield, director of marketing at Vitaly Design. The company said it saw a 21% decrease in cost-per-purchase and a 29% increase in ROAS compared to other cross-platform e-commerce ads.

Retailers could import their product-catalog feeds on Snapchat to create other ads such as Story Ads, Snap Ads, and Shoppable Snap Ads since September, but until now, the ads had to be targeted manually. Dynamic Ads’ automatic nature means the company doesn’t have to create a new ad for every item, said Chris Ratterman, founder and CEO at sunglasses maker Shady Rays.

«Although it’s early, we’re seeing very promising results,» he said, adding that Dynamic Ads campaigns resulted in a 66% decrease in cost-per-purchase and a 286% increase in ROAS compared to its other retargeting initiatives.

Snap is making a bigger play for e-commerce dollars

In recent years, Snapchat has been catering to performance-driven advertisers with initiatives like its self-serve ad platform, Snap Pixel, Product Ads, and Reach and Frequency-based buying. More recently, it launched the Snap Select program, tools for video marketers and updates to its non-skippable, six-second video ad format Commercials. 

Snapchat has also been working to appeal to DTC advertisers outside of products. The company recently reorganized its sales team under its new chief business officer Jeremi Gorman, with a sales team dedicated to «emerging brands» or DTC brands. These reps frequently offer tips and credit to try out new formats, DTC brands like Curology have told Business Insider.

Read More: Popular direct-to-consumer brands like Brooklinen, Curology, and MeUndies are flocking to Story Ads on Snapchat Discover as Instagram gets crowded and pricier

Snapchat’s move comes as many DTC companies are shifting spending beyond the channels that helped propel their businesses, especially Facebook and Instagram to marketing channels like long-form video. 



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