Content marketing is one of the best tools you have at your disposal to generate more leads for your business and reach your sales goals. The right content can help you earn more traffic, get more newsletter sign-ups, build customer loyalty, and ultimately get you more sales.
In this article, we’re going to outline 5 different ways you can use content to secure more leads. Let’s get started!
Earn authority in your field by publishing expert content
If you can build authority in your field, people will start to automatically think of your business when they’re looking for the types of products or services you can provide. One of the most effective ways you can earn authority is by publishing expert content on your website. This will show that you know your industry inside and out!
Here are a few different types of content that you can use to showcase authority on your website:
- Ultimate guides that tell a reader everything they need to know about a subject
- How-to guides that give instructions
- Webinars or online seminars that teach the viewers about different topics
- Blog posts about new happenings in your industry
To give you some inspiration, let’s look at a few examples of businesses that use expert content on their websites.
For instance, LawsuitLegal, a trial attorney law firm based out of Florida, has an ultimate guide to Fair Labor Standards Act (FLSA) misclassification that does an excellent job of showing off their authority.
The guide covers everything someone would want to know about the FLSA, including the definition of exempt and nonexempt employees, misclassification, when to file charges, and more. This guide will be great for generating new leads for Lawsuit Legal because people want to know that a lawyer they hire can be trusted as a knowledgeable source of information.
For your own website, consider writing an ultimate guide that shows all of your knowledge about a complex topic to get more leads.
Continental Message Solution (CMS), on the other hand, has a guide to setting up an answering service for your medical practice.
CMS knows that this is particularly important for medical practices, as patients call and expect to be helped quickly and professionally. By providing a how-to guide to setting up an answering service, CMS is able to convince the reader that this is something their business needs — if not now, then in the future. This is a strategy that should generate more leads. In your own work, consider how you can use how-to guides to bring a customer closer to a purchase with your business.
Finally, CoreCommerce has a series of digital marketing webinars that are excellent at showcasing their expertise and authority! These webinars cover a huge variety of topics in digital marketing, including image optimization, detecting online fraud, managing business emails, and more. By offering free webinars to the public, not only does CoreCommerce show that they have expertise on a variety of topics, but they can generate more leads with each registration.
On your website, consider how you can offer your knowledge to the public to generate leads. This can be through livestreams, webinars, video FAQs, and more!
Attract your ideal audience by answering their questions
A great way to reach your ideal audience — especially through search engines — is to create content that answers the questions that they’re already asking. This content should answer queries that are relevant to your industry, products, or service.
Need content ideas? To start, you can find out what questions your customers are asking by conducting question keyword research. Start with a list of topics and phrases relevant to your business, then head to a keyword research tool like Answer the Public. They’ll provide you with a series of questions that people are asking about on any given topic. This is a great way to figure out what your audience is looking for. Plus, targeting key phrases that people are searching for is a great way to boost your search engine optimization (SEO), which will make your website rank higher on the search engine results pages.
Let’s look at a few examples of businesses that answer customer questions on their website for inspiration.
Florin Roebig, a trial attorney firm based out of Florida, answers customer questions well on their web page about car accidents in Florida. This particular piece of content tells website visitors how to handle the immediate aftermath of a car accident, how to gather evidence, what legal steps to take, and more. This is going to be excellent for generating leads, as people who come across this page were likely involved in a car accident and are now looking for legal advice.
On your website, don’t be afraid to answer customer questions in a way that promotes your products or services if they’re helpful. Just don’t be too promotional — after all, you want to help answer their question first and foremost!
BarkBox, a dog toy subscription service, does something a bit different with their content. For instance, dog owners will always want to ensure they’re feeding their dogs safe food and treats.
So, BarkPost has created a guide that explains which dog chews are safe for dogs.
They cover the different types of dog chews, how to give your dog one, safety precautions, and more. This guide is excellent at generating leads for BarkBox — not only is it helpful, but it shows that BarkBox really cares about their audience’s dogs and their health. It builds trust, thus generating more leads and sales for their products.
On your website, think about how you can create content that shows you care about the health and safety of your customers. If you can earn their trust, they’ll be far more likely to spend their money with you.
Provide value with free tools that address your customers’ pain points
Another way to attract the right people to your website and generate leads is to provide value with no financial commitment necessary. One way to do this is by offering free tools that address customers’ pain points. If someone has a positive experience using your free tool, they’ll be much more likely to spend money with you in the future.
Your tools could include calculators that solve a customer problem, quizzes that determine the best service for their needs, templates that they can download to their computer, virtual try-ons, and more. Let’s look at a few examples of businesses that provide value for their customers with free tools.
Let’s start with Loganix. We have a series of free SEO templates and guides that can help business owners get more work done with less effort. We have backlink gap templates, keyword gap templates, content strategy templates, and more. Not only are these templates helpful for our target audience of digital marketers and small business owners, but they’re great at generating leads. People who come across these templates and find them helpful will be more likely to sign up for our other SEO services in the future.
On your website, think about what processes you’ve been able to streamline in your business. If it’s practical, offer a free guide or template to help your target audience do the same.
Similarly, H&R Block, a tax preparation company, offers a free tax refund estimator on their website. A website visitor simply answers a few questions about themselves and then H&R Block can give them an idea of whether they should expect a refund or not.
Either way, after receiving this information, the user is likely to want help filing their taxes, and can sign up for the company’s services. On your website, consider whether it’s possible to create a calculator that can help a user answer a common question about your business or service.
Finally, CoreCommerce offers free eCommerce website themes and templates for their website visitors, as well. A visitor can use these as long as they want! Because they’re free, this is a great way to generate leads! It attracts anyone looking for website themes, and helps the company to earn their audience’s trust and respect. Depending on the type of business you run, providing a free sample of what you do could be a great way to generate leads for your business, so it’s a tactic you should definitely consider.
Attract your audience with content for every stage of their buying journey
People at different stages of the buying journey will have different needs, so you need to create content with this in mind! Think about what people will be researching in the awareness, consideration, and decision stages of their purchasing experience. For instance, some people might not even know your products exist and can help them with a problem. Meanwhile, other people might know they need a product or service like yours and are comparing options. Targeting people at all different stages of the buying journey will help you generate more leads and increase your eCommerce sales!
Need help determining where your leads stand in the customer buying journey? Take a look at the marketing automation software from EngageBay. They can help you learn more about your customers and gain deeper insights into where your audience stands and what they need.
Let’s look at a few examples of businesses that use content to target people across different stages of the customer buying journey for inspiration.
For instance, take a look at this article from Best Nursing Programs, which compares and contrasts the best accelerated BSN programs.
They outline the graduation rates, tuition fees, pass rates, and more for a variety of different schools. This article targets people who know they want to go to nursing school, and are in the consideration stage. It’s incredibly detailed and gives the same amount of information about each option, rather than endorsing a specific course or school.
When creating some of your website content, be sure to target people in your audience who know they need your products or services, but haven’t solidified their decision yet. Be informative and not too promotional, so you can show you really care about your website visitors making the best decision to suit their needs, even if that means they don’t spend their money with you. This will earn their trust and make them more likely to do business with you.
Dollar Shave Club, on the other hand, targets people who have previously made a purchase with them. In their article on combining hair products for different styles, they outline how a variety of their products can be mixed to achieve a certain look. Previous customers might have one or two of these products and, if they want their hair to look a certain way, this article can lead them to make an additional purchase.
On your own website, don’t forget about your customers who have already made purchases — content like this draws them back in as leads. Creating content that shows your products being used in unique ways is a great place to start.
Create content that targets different segments of your audience
Keep in mind that your audience isn’t just one homogeneous group — there are different ages, genders, and preferences that you’ll need to cater to! Each piece of content you create isn’t going to appeal to every single person you want to attract. Instead, try to keep a particular buyer persona in mind when creating a particular piece of content.
It’s worth digging into your analytics to see which kinds of people tend to visit your website, and what kinds of content they engage with the most. You might find that younger people are very engaged with your social media posts or video content, while older segments of your audience prefer how-to guides and blog posts, for instance. Keep track of this information! You might also consider conducting a survey with your past customers in order to determine what types of content they like to see from you.
Knowing what different segments of your audience prefer can help you generate more leads as you will be able to target different people more directly.
In this article, we outlined how you can use content marketing to generate more leads for your business. We talked about targeting different segments of your audience, addressing customer pain points with tools, publishing expert content, and more.
Looking for more help improving your eCommerce business? Take a look at some of the merchant solutions CoreCommerce has to offer. They can provide you with website templates, payment solutions, and so much more.
Author bio & headshot:
Aaron Haynes is the CEO of Loganix, an SEO fulfillment partner that supports marketing agencies and professionals. The company specializes in helping businesses to improve their online visibility and ultimately make more sales. The Loganix blog has a lot more information and advice, so make sure you check it out if you found this article helpful.