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The next excerpt is from Robert W. Bly’s The Content material Advertising and marketing Handbook. Purchase it now from Amazon | Barnes & Noble or click on right here to purchase it immediately from us and SAVE 60% on this e-book while you use code MARKET2021 by means of 4/24/21.
What makes for profitable B2B and B2C lead-generating content material advertising and marketing campaigns? There are 10 key steps.
Step 1: Outline the Goal Viewers and Their Data Wants
In B2B, defining the target market or readership includes understanding the trade, firm dimension and prospect’s title, duties, training and diploma of information in your chosen subject, in addition to how they use your sort of product of their enterprise. You must also take into consideration the knowledge wants of prospects on the stage of the shopping for course of at which you’re reaching them.
Step 2: Come Up with a Strategic or Helpful Content material Plan
A strategic content material plan is one during which publishing and distributing the content material solves a advertising and marketing drawback. A helpful content material plan disseminates data that’s of worth to the prospect of their job however isn’t a gross sales pitch on your services or products. As an example, a pc reseller would possibly supply prospects and purchasers a particular report on the best way to forestall information loss or keep away from hackers, malware and viruses. This type of actionable data doesn’t particularly speed up the steps within the gross sales cycle or promote the prospect on the reseller or its options. However the prospect will respect the free ideas and can reciprocate by viewing the reseller in a extra favorable gentle. It builds goodwill and creates the impression that you simply’re an skilled in your subject.
Step 3: Choose a Format or Medium for Your Lead Magnet
Content material could be introduced in lots of codecs and media, and your alternative could make an enormous distinction within the success of your content material advertising and marketing marketing campaign.
Along with downloadable white papers or studies, there are lots of different choices. You may:
- Provide a free webinar, on-line course, podcast, infographic or poster.
- Submit a video in your website or YouTube.
- Ship an audio CD or a DVD.
- Load helpful information and content material onto a thumb drive.
The secret’s to suppose past a downloadable report or white paper. Different media, as a result of they’re much less widespread, typically achieve extra consideration.
Step 4: Create a Nice Title for Your Lead Magnet
Maybe the largest issue figuring out whether or not prospects will request your free content material is the title of your lead magnet. The aim is to seize the prospect’s consideration, generate curiosity and curiosity and compel them to request the lead magnet.
Step 5: Analysis, Set up and Write the Content material
The quantity of analysis you want to do is dependent upon your information of the subject. However even when you understand the subject effectively, do some exterior analysis to reinforce your information of the topic with info, figures and concepts exterior your individual.
When you’ve gathered your content material, take into consideration the best way to manage and current the fabric. Generally the content material naturally dictates a specific organizational scheme, equivalent to alphabetical or chronological order. At different instances, one thing so simple as a numbered checklist would possibly do. Otherwise you would possibly select a Q&A format, as in a FAQ web page on an internet site.
Lastly, write your doc. As soon as the doc’s finished, edit to make it tighter, clearer and higher, then have knowledgeable proofreader go over it.
Step 6: Create a Touchdown Web page for Downloading the Lead Magnet
A touchdown web page is a stand-alone net web page the place the prospect can request the free bait piece or lead magnet. On a correctly designed, efficient touchdown web page, there are solely two decisions: Request the free lead magnet or go away. Subsequently, the conversion fee — the proportion of tourists who fill in and submit your type — is way larger on devoted touchdown pages than on homepages or some other net pages.
Step 7: Drive Visitors to Your Touchdown Web page
How do you drive visitors to your website with out burning by means of your accessible money in a few weeks? There are seven cost-effective methods to get hits in your website: operating Google advertisements, by means of affiliate internet marketing, taking part in co-registration pop-ups, shopping for web-hosted advertisements, electronic mail markting, shopping for on-line advertisements or doing viral advertising and marketing by including a line to your outgoing electronic mail advertising and marketing messages that claims, “Please be happy to ahead this electronic mail to your pals to allow them to get pleasure from this particular supply.”
There are a lot of different cost-effective methods to get hits in your website, together with postcards, gross sales letters, print advertisements, blogs, social media advertisements or posts, webinars or podcasts.
Step 8: Fulfill Inquiries
When a prospect requests the lead magnet, it’s essential to ship digital lead magnets, equivalent to PDF downloads, inside seconds or minutes. Bodily lead magnets, equivalent to books or DVDs, ought to be mailed inside 24 to 48 hours.
Step 9: Comply with Up
Although opinions fluctuate, I want to require prospects to provide each their cellphone quantity and their electronic mail deal with to allow salespeople to comply with up.
Step 10: Safe an Appointment or Dialog
Entrepreneurs continuously must be reminded that the last word objective of content material advertising and marketing is to not give away data however to promote one thing. So ultimately, you must take the following step within the gross sales course of, which is securing an appointment — both in individual or on the cellphone — with the prospect to do some private promoting.
When you’ve finished steps one by means of 9 appropriately, you’ll have an edge in making that sale, for a number of causes. First, by providing a lead magnet, you’ll have gotten extra leads, and thus extra gross sales appointments. The extra appointments you have got, the extra gross sales you’ll shut.
Second, a well-written white paper or different lead magnet can educate prospects earlier than the gross sales appointment. So when you have got that first dialog with them, they’re already predisposed to purchasing your product.
Third, good content material can anticipate and reply the commonest objections prospects are prone to have. When objections are requested and answered earlier than the primary gross sales name, the dialog can deal with positives, as a result of the negatives have already been handled and dismissed.
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