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The next excerpt is from Robert W. Bly’s The Content Marketing Handbook. Purchase it now from Amazon | Barnes & Noble or click here to buy it directly from us and SAVE 60% on this e book if you use code MARKET2021 by way of 4/24/21.
What makes for profitable B2B and B2C lead-generating content material advertising campaigns? There are 10 key steps.
Step 1: Outline the Goal Viewers and Their Data Wants
In B2B, defining the target market or readership entails figuring out the business, firm measurement and prospect’s title, tasks, training and diploma of information in your chosen subject, in addition to how they use your kind of product of their enterprise. You also needs to take into consideration the data 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 drawback. A helpful content material plan disseminates data that’s of worth to the prospect of their job however isn’t a sales pitch in your services or products. As an illustration, a pc reseller would possibly provide prospects and shoppers a particular report on how you can stop information loss or keep away from hackers, malware and viruses. This sort 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 admire the free ideas and can reciprocate by viewing the reseller in a extra favorable mild. It builds goodwill and creates the impression that you simply’re an professional in your subject.
Step 3: Choose a Format or Medium for Your Lead Magnet
Content material could be offered in lots of codecs and media, and your selection could make an enormous distinction within the success of your content material advertising marketing campaign.
Along with downloadable white papers or experiences, there are a lot of different choices. You’ll be able to:
- Supply a free webinar, on-line course, podcast, infographic or poster.
- Put up a video in your web site or YouTube.
- Ship an audio CD or a DVD.
- Load helpful information and content material onto a thumb drive.
The secret’s to assume past a downloadable report or white paper. Different media, as a result of they’re much less widespread, typically acquire 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, Manage and Write the Content material
The quantity of analysis you must do relies on your data of the subject. However even when you realize the subject properly, do some outdoors analysis to enhance your data of the topic with information, figures and concepts outdoors your personal.
When you’ve gathered your content material, take into consideration how you can arrange and current the fabric. Generally the content material naturally dictates a selected organizational scheme, corresponding 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 a web site.
Lastly, write your doc. As soon as the doc’s performed, edit to make it tighter, clearer and higher, then have an expert 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 selections: Request the free lead magnet or go away. Due to this fact, the conversion fee — the proportion of tourists who fill in and submit your kind — is way greater 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 site visitors to your web site with out burning by way of your accessible money in a few weeks? There are seven cost-effective methods to get hits in your web site: operating Google adverts, by way of affiliate marketing, taking part in co-registration pop-ups, shopping for web-hosted adverts, e-mail markting, shopping for on-line adverts or doing viral marketing by including a line to your outgoing e-mail advertising messages that claims, “Please be happy to ahead this e-mail to your mates to allow them to get pleasure from this particular provide.”
There are lots of different cost-effective methods to get hits in your web site, together with postcards, gross sales letters, print adverts, blogs, social media adverts or posts, webinars or podcasts.
Step 8: Fulfill Inquiries
When a prospect requests the lead magnet, you should ship digital lead magnets, corresponding to PDF downloads, inside seconds or minutes. Bodily lead magnets, corresponding to books or DVDs, must be mailed inside 24 to 48 hours.
Step 9: Comply with Up
Although opinions range, I want to require prospects to provide each their telephone quantity and their e-mail deal with to allow salespeople to observe up.
Step 10: Safe an Appointment or Dialog
Entrepreneurs regularly should be reminded that the last word purpose of content material advertising is to not give away data however to promote one thing. So ultimately, it’s important to take the subsequent step within the gross sales course of, which is securing an appointment — both in individual or on the telephone — with the prospect to do some private selling.
When you’ve performed steps one by way 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 might have, 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 might have 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 more likely 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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