Marketers agree that the number-one priority for 2016 is lead generation. In fact, a study by the Content Marketing Institute reports that 85 percent of marketers surveyed rate lead generation as their top priority, followed by the related priorities of sales and lead nurturing. Fortunately for marketers, content marketing is one of the most effective ways to generate more and better sales leads.
Incorporate these four types of marketing communications content to boost your leads and ensure maximum success:
- Company Blog: Blogs are one of the most powerful ways to increase your organization’s digital presence. In addition to making your company more visible and “findable” via search engines, they showcase thought leadership and allow you to frequently publish customer-centric information. For the most effective blogs, focus on how-to content that solves real-world problems, provides valuable tips, and discusses important trends that your customers and prospects need to know about. Remember to include a call to action that will encourage dialogue. Also, respond to all comments quickly and let the sales team know who is commenting on your blogs.
- White Papers: White papers continue to lead the pack as one of the most influential forms of marketing communication when it comes to lead generation. They can take many different forms, but all white papers should address a recognized or emerging industry challenge. By revealing what the problem is, why it exists and how to fix it, you establish your company as an expert on the topic. Make white papers available through a simple registration form on your website to identify new prospects for your sales team.
- Case Studies: Prospective customers like to know that your products and services produce results. There’s no better way to demonstrate this than by telling a customer’s success story in an engaging and memorable way. An effective case study provides peer-to-peer credibility and showcases your solutions from a customer’s perspective. Case studies are most effective when used in the later stages of the buying cycle, once the prospect has expressed interest and is ready to further evaluate your solutions.
- Webinars: Whether you choose to host your own webinar or be a guest presenter for industry events, webinars are one of marketing’s best-kept secrets for lead generation. A recent study reveals that 66 percent of companies use webinars as part of their content-marketing strategy. Because they take place in real-time, they offer more opportunities for dialogue and engagement with subject-matter experts. In addition, webinars remove geographical boundaries, accelerate marketplace visibility, showcase thought leadership and, most importantly, bring in high-quality leads. For optimal lead generation, create a presentation that appeals to your target market, not one that sells your product. When webinars offer value, people will gladly provide their contact information in order to register. After the webinar, be sure to reach out to participants with a link to the recording and additional free customer-centric content.
Generating leads is just the beginning. Once a prospect enters your sales funnel, it is essential to have a strategic and well-defined plan to nurture the lead with relevant communications and content. To learn more about increasing your organization’s lead-generation potential, contact Trade Press Services.