JS Innit_0

Ali-express

Banner

Features

How To Generate Leads With Content Marketing – 10 Smart Strategies


Yes! it's possible that you have been there too!
I call it a state of website traffic grandeur.

Sorry, I know that's a torrent of grammar!

But, this is what I mean:

They tell you that content is king. So you create some of the finest pieces on Uncle Lee's internet.

And then promotion is the Queen in his Majesty's Palace. So you invest a lot of your time and bucks into heavy content promotion. Good! You get some eye balls rolling on your contents.

And then... that is all!

Just a couple of sales plus a few subscribers on your email list whose first names you call 'Stingy' and middle names 'Folks'.

Stingy Folks......

It's so unfair, right?

life is sad and hard



No... It's not them. It is you! I mean it is your conversion rate!

In this post you will learn how to optimize your contents: blog contents, landing pages, and email campaigns to drive as much conversion for your business as possible. You'll learn how to create contents that generate leads.

Yes... in quick steps. Shall we roll?

But, before anything else.

Step 1. Why did you create that content?

The Right Content meets two needs: the content consumers' needs and the content creator's needs.

To create a content that converts, you must.... identify the needs that your content seeks to meet.

Yes, I said needs!
Before you create any piece of content, please take the time to answer the following questions?

  • What are my goals for creating this content?
  • What problems will my content solve for my target audience

It's cool for a content to be good... But if that content doesn't obey this basic law of marketing – Reciprocity.

Tom! It's a failure!

consumer intents and keyword research hubscroll


See this:
No! Your lead generation strategies via content marketing can't be complete – Not until you take note of the following:

Your audience' needs: A content that answers the questions of your audience.

Your Needs: To build a brand trust index that is high enough to convince your target audience to sign up for your products.


Instance:
Moz is a site that provides digital marketing software. Great! but that is not all.

moz marketing softwares

They have a blog that teaches digital marketers the best practices in modern marketing. Cool! But that is not the only deal.


When a prospective digital marketer searches for marketing related queries on the search engines and he lands on Moz site. This is what happens:

He gets access to lots of free marketing related contents and then Moz seizes the opportunity to tell him:

“Hey, Tom! We 've got some really great software products that can boost your marketing campaign”

Now that is a win win! Take note:
  1. Your contents are meant to serve as baits for landing your targeted prospects
  2. Your content quality is meant to get your audience to trust your brand and product quality

Rules
Don't ever create any piece of content if:

  • It doesn't answer the questions of your expected or desired audience?
  • It doesn't answer questions that relate to your product
  • If it fails to answer such questions in a way that portrays your brand in a good light.

See this:
Newscreed: 90% of organizations market with content.

86% of B2C marketers and 91% of B2B marketers implement content marketing strategies.

Aberdeen's survey: Companies that implement the right content marketing strategies to promote their products spiked their conversion rate by 500%.

Companies that create the wrong contents experienced a meager 0.5% increase in conversion


Step 2. Target your contents to your buyers' persona

No, Kate!


You can't create a content that converts for any audience if you don't know that audience in the first instance. No not freaky!

Tom! Any sales or leads generation techniques that promises otherwise is a the real freak. Your audience comes first

“85% of content marketers create contents that their audience doesn't care to read. ”
To create a kind of content that resonates with your target audience. You need to define your audience buyers persona.

Every piece of your audience information that is relevant to your content is your Buyers' personal.

creating contents for your buyers persona


Instance:
Age is a buyer's personal. But, how does it affect your content creation and conversion?

"Tom runs a site that sells the latest fashion items: wristwatch and jumpsuits"

Tom's audience are more likely to be teenagers, and adults
Reason: Within this demographic, you'll find folks that love wardrobes collections and hunt for latest fashion items like some SEO junkies hunted Google for a bird [ Hummingbirds ]

Tom's audience are not likely to be over 60 years old
Reason: Tom will likely find a difficult time getting their attention – at least not until Tom decides to write on family living and tomato garden farm.


To boost your content conversion rate.
  1. You need to segregate your audience into interest groups based on their preferences as captured in your audience survey.
  2. Target your content Email outreach for each specific interest group.

To do that

You need a good EMail marketing and automation tool.

Getresponse is a fantastic marketing tool you may want to check out.

It's a complete software kits that can help you automate your overall content marketing campaigns.

You may kick-start your E-mail campaigns with Getresponse free version.



The full marketing kit helps you to target your email outreach to the right audience and spike your email conversion rate by dividing your email list into interest groups and sending campaigns that resonate most with each groups' buyers' persona.

See this:
  • Hubspot: Personalized Emails drive 18X more leads than generic emails.
  • ITSMA's study: A buyer is more likely to respond to brands that adapt their content solutions to his personalized needs.
This infographic explains further why your buyer's persona should influence your content creation and distribution strategies.



Case Study:
Skytap experienced a huge 124% spike in sales leads and 240% increase in organic site traffic by implementing targeted content strategy.

create contents that get leads and sales


Step 3. Target your customers' search intents

Every query on a search engine is driven by intents.

The searcher's intents may range from finding information on a certain topic to inquiring about the price of the latest brand of iPhone.

  • Hubspot: 81% of shoppers conduct online research before purchasing a product.
  • Edelman Trust Barometer's study: 63-percent of people across all verticals trust search recommendations more than traditional media.

Here is the point:
If they trust search engines so well... then they are highly likely to convert into leads for those queries.

But, to convert these prospects and get them to make sales, you must find the intents behind their search queries and target your contents to their specific needs.

keyword research and search intents


This is what I mean:
The level of intent behind the keywords you target for your content affects the rate of conversion for that content.

A high-intent query signifies that the searcher is close to making a transaction.

There are three broad categories of search queries with different degrees of search intents.

Navigational queries
A searcher who makes this kind of query knows your brand already. He intends to navigate directly to your site.
Example: Zara clothe coupon

Transactional [ High intent keywords ]
The searcher intends to make a transaction but he doesn't have any site destination in mind.

Hence to ensure that he doesn't end up on a wrong destination site, he resorts to using filter words: Best, Top etc.
Example: Best cloth coupons.

Informational [ High intent keywords ]
The searcher just merely intends to find some pieces of information. No destination site, no intention to make a purchase.

Example: How to iron your clothing.


Coffee shop scenario
Tom: Hey! Can you please show me the way to one of the best coffee drinks on this street?

Jerry: Coffee? Oh common with me! I've got a nice coffee shop just a few seconds walk from this spot. Trust me! No coffee in this city comes close **smile**


It seems so easy for Jerry to convince Tom to his coffee shop right?! But this is why: Tom is already searching for a coffee shop.

“ The best wisdom of keyword conversion optimization is to target search engine users that are already prepared to make transactions. Target transactional keywords. ”
You can do that in three quick steps with any keyword research tool. One very fantastic tool for that is Serpstat.

Step 1: Go to the homepage and enter your main content headword.

keyword research


Step 1: The result comes with a lot of keyword suggestions.

Scroll through the result and select your list of high intent keywords [transactional keywords ]. Export your list to a spreadsheet and target your contents for the keywords.

keyword research

Step 4. Spike the reach of your content driver

Your site is one of your content drivers.

How well your content converts or how much leads you get from your content depend not only on your content strength alone. Don't forget your content drivers. Are your content drivers optimized for conversion?

Site reach – The volume of potential prospects that your content drivers drive to your content determines your content's conversion capacity

Site layout – How well targeted such prospects are, determines your content's conversion rate


If your blog / Emails / Social channels do not drive enough prospect to your content, your conversion will be horrible – Even when you are the best conversion optimization Jedi that ever clicked a mouse.

Step 1. How do you increase your Reach?
Simple!
Create content 20% of your time and promote your content 80% of the time!

Yes... I know that goes against the conventional wisdom!

Like this:
Hubspot: “ Research reveals that B2B companies that blogged 11+ times per month got about 1.75X as many leads as those blogging 6 - 10 times per month, and about 3.75X as many leads as those blogging 0 - 3 times per month ”

Here's the kicker, if your site is like this or better... follow the report.

website traffic analysis


Otherwise... that report is not for you. This is why:

Most of the brands that the survey targeted:

  • Have engaged audience
  • Strong domain authority – High chance of getting new contents on search engines front page with painless efforts.
  • Strong social media presence and committed followers - A cyclic chain of social referral traffic.

Now, If your site is new Tom! you likely don't have any of that yet. This is the real fact:
“ Sergey sits on your site long before you were set to start. ”
No... am not really talking about Sergey, am talking about Google algorithm that makes it really difficult for your new sites to get search traffic.

You want to increase your site reach and boost your conversion capacity? You need to massively promote your contents to a targeted audience!



Step 5. Create headlines that convey emotion

It is a bit discouraging to say!

But it is the fact, people don't want to read your content. Yes... even after spending tons of money, resources and gulping 50 cups of coffee.

See this:
So, how do you spark their interest to click and their patience to stick?

Create headlines that trigger their emotions and contents that spark interests.

According to Upworthy, the content title alone can result in 500% increase in traffic for a piece of content.

Steps to creating headlines that grab attention

1. The Psychology of social sharing
Why do people share contents?
According to the New York Times, there are five 5 top triggers that influence content sharing.

  • 84% of respondents share contents to identify with a cause
  • 78% share contents to keep in touch with friends and contacts
  • 68% share contents for self-expression. In other words to tell people: "Hi... this is who I am!"
  • 49% of respondents share contents to entertain and to express passion for brands.

If you can evoke any of these emotions in your content headline, your content will not only have a high chance of high CTR.

You will have a high chance of having your audience share it to their social cycles. Contents that poke emotions go viral.

‘Popular


Source: OkDork


2. Headline inversion
The internet is rife with lots of content with similar headline formats.

According to the Psychology of surprise, a shocking or a surprise reaction doesn't get triggered in an average human by a common, routine or normative schema!

Judee Burgoon's Expectancy violation theory suggests that such a rule can only be nullified by an event that defies the normative schema!

This is what I mean: To provoke your audience to extraordinary reaction, your headline must stand apart from the routine
So... why do lots of content headlines on Uncle Lees internet have low CTRs?

They are common and they promise nothing unique!

Inverting your content headline is a great way of triggering curiosity. High curiosity trigger increases your content CTR.
Instances

This is common: 20 ways to get make your hair grow out.

This is not: 20 ways to lose your hair and never see it back.


3. Mild Confrontation
When a human feels threatened or confronted, his adrenaline is triggered, his heart rate increases and he is set to the alert mode.

If your headline comes off a bit confrontational, it is likely to trigger the alert mode in your target audience. In that state, they are highly inclined to act. That action may come off:

  • As a really strong intent to attack your point and prove you wrong
  • Or just to see "why the heck does this guy seems too daring?"

But, in either case... That reaction leads them to click on your content and to spread it to their social cycles: "Hey! can you see what this weird guy just said!"

Instance:
This is common: How to make your marriage work.

This is confrontational: Marriage is not for you.


That single article by Seth Adam Smith had nothing less than 10,000 shares on Facebook and LinkedIn.

It generated over 30 million hits and won Seth a book deal – A mildly confrontational headline backed by a powerful content.

4. Promise Elements
Steve Paulson's study at Buzzsumo reveals that headline that contain promise elements resonate exceedingly well with social media users and tend to gain more clicks and shares.

Instance:
Promise: Turn:5 content marketing tips that will turn your company to a.... in three weeks

Promise: Make: 5 daily practices that will make you a....


5. Numbers
I can guess that the young Nikola Tesla would have opted for 3 instead of 10 Apples.

Okay.. I never met Tesla but I learned he was extremely fascinated by the number 3.

According to psychology: Numbers play on human choices and decisions.

Noah Kagan analyzed 100 million contents across the social channels.

Noah's report:
List posts containing the number 10 had 4X more shares across the social media platforms than those containing number 23 – which has the next highest number of shares.


Instance
Average: Dirty secrets that top blogs hide from their visitors.
Great: 10 dirty secrets that top 5 blogs hide from their visitors.

6. Power words
Power words have some of the highest social shares

Best300 million
op200 million
Better 100 million
Fast(est) 90 million
Eas(iest)80 million
Simple60 million
Worst60 million
Quick(est)20 million


Instance
Average:10 secrets that men keep away from their wives.
Intriguing:10 worst secrets that men keep away from their wives.

7. Questions
Titles that contain the word “what” had more than 650 million shares.

8 out of 10 most shared content headlines in the previous 7 months of Noah's study were quizzes.

Case study:
Scott De Long grew Viralnova to 100 million unique visitors in 6 months. His secret? Headlines!

Scott's headlines can be so captivating that they whisper right into your ears: "Tom! you've got to click right here... on this spot. Tom click! Tom click!"

viralnova grew traffic with headlines


Kate! They are called click-worthy headlines!

Step 6. Optimize your landing page - The lift model.

One of the best landing page conversion optimization models that I've come across is the lift conversion model by Widerfunnel.

The lift model summarizes the whole process of conversion optimization into 5 practical steps.



Value proposition
Your value proposition defines your brand's unique selling point. In other words... your value proposition is what makes your brand better than your competitor.

Your value proposition is a way of providing answers to your audience' most difficult question:

“ Why should I subscribe to your brand or purchase your product when I already have one which is doing pretty fine?”

As a brand, that is a question for you to answer.

To do that, you need to take note of the following intricacies!

1. A great content value proposition is concise and brief and definite.

See this:
increase conversion rate with value proposition

2. Your value proposition may employ statistics that highlight your unique edge.

3. Avoid using too many words for your value proposition. Here is a great example of a concise value proposition on MailChimp site.

value proposition


Urgency
Urgent words are magical. They pique interests and convey emotions.

Case study:
Marcus Taylor increased his conversion rate by 332% at Themusicianguide by creating a sense of urgency that makes his visitors want to act speedily.

conversion optisation technique the lift model


Distraction
The word of the wise ... Too many choices are no-choice.

Too many choices on your site force visitors into their discomfort zones.

Having too many options on your landing page force your visitors to thinker on which option leads to the right choice. And then... they are led away from your main goal – conversion.

Professor Sheena Jam Test.
Ever thought people could be so... finicky about picking the right Jam...?
You may be in for a shocker!

Photo source: Flicker

60% of sample customers were drawn to Sheena's tasting station when she featured twenty-four flavors of jams. A meager 3% of this number resulted in the purchase when offered a 1$ off a jar of jam.

On the contrary....
30% of sample customers were drawn to the station when Sheena featured just six flavors of jams. Surprisingly 30% of that figure resulted in a purchase.

People want choices... but too many choices paralyze decisions. Hence, they find it difficult to make logical decisions and – they are stalled. Kate! This is wicked for your conversion.

See this

  • Jared Spool's study: The usage of mega menus on landing pages caused 15 - 20% drop in clients' revenue.
  • Ellie Mirman's: A single call-to-action in EMail campaigns resulted in 371% increase in CTR and 1617% spike in sales for Toast.

Step 7. Don't sell a thing!

Let's face it: Your prospects live in Pluto... yes but they can smell your sales pitch right from the earth.

solar planet conversion rate


This is why:
Selling is ubiquitous. Every Tom and his Mom has a commodity to sell. So every attempt to sell is "Oh my bum! Tom is here with another sales pitch!"

What next?
Don't sell a thing! Yeah... you heard me right! The best kind of sale is a sale without selling.

Now, don't get me wrong. This is what I mean:




See this:
  • Millennials don’t like brands that explicitly pitch contents to them for the sole purpose of sales.
  • They prefer brands sell by gaining trusts through robust benefits.

Case study:
Quicksprout has a free traffic analytics that helps you to manage your site. That single tool should fetch a really great figure for Neil but he decides to give it free.

quicksprout conversion optimization technique

But, that is a great act to win the trust of the users – Trust me, many of them will sign up for Neil's Quicksprout University without an extra push.


Step 8. Speak to your audience pain points.

Think of the reflex you get when someone mistakenly steps on your sore toe? Hee hee hee! Yea, That's a pain point!

In content marketing, addressing your audience pain points means to:
1. Identify the challenges being faced by your target audience.

2. Remind them about the challenges – Sure they know, but your intent is to poke their pain points

3. Tell them how your content intends to help them solve the headaches.

Here is a great implementation by Optimonk.

create content that convert with a clear velue proposition


To identify your audience pain points, you need convincing statistics that tell you what are the major challenges customers face in your niche. You can easily get such data:

  • From niche specific statistics and research sites: Curata, Hubspot, and Pew Research are great data sources.
  • By conducting surveys on your own sites and nudging your site visitors to tell you their greatest challenges.


Step 9. What Is Your Brand Trust Index?

No Tom! Conversion goes well.... beyond the screen, the mouse and a few clicks from your UX geeks.

Your Brand trust Index (BDI) affects conversion rate!

According to Oxford dictionary, trust is a firm belief in the reliability, truth, or ability of someone or something.

brand trust index affects your conversion rate


“How well I trust you will determine the level of influence you can have on my critical decisions. And of course, that depends on the series of events that trailed my past dealings with you.”
If you fail to gain the trust of your audience... Kate! you 'll have a lot of headache getting the same audience to opt in for your sales pitch.

See this:
brand trust index effect on conversion of created contents


50% more survey targets believe that brand trust index is a more critical factor that influences buyers' decision against brand's content.

brand trust index effect on conversion rate


The level of influence you have on your current clients is a measure of your Gustavson Brand Trust Index. A high brand trust index makes it easy:

  • For a company to convince its current clients to purchase new products.
  • For the clients to recommend the same company to friends via word of mouth and share their contents on the social media.

word of mouth affect sales


How do you build your brand trust index?

Step 1: Your content quality over time can add to or detract from your trust bank.

See this:
“I just scripted some incoherent logs of texts on the white screen, filled up a cup of coffee, jumped up on my feet and crooned along with the king of Soul: "I feel good!"

Yes! that was me when I was learning to touch type!.... Don't do that with your contents!
“You can't afford to script a log of texts. A mediocre content will meddle really hard with your brand reputation and conversion rate. Trust me!”


So what is a quality content?
A quality content is a top go-to-resource on a given topic. The quality of your digital contents tells a lot about the level of commitment that your brand places on quality and customers' satisfaction.

Simple steps:
step 1. Find the best performing contents on the topic.

Step 2. Enter your targeted keyword into in right relevance.

Step 3. The result features the best performing content in the order of the social shares.

Step 4. Select the content with the highest social shares and create something that blows it off.

Step 10. When is the best time to pitch your content?

Short story: I was sitting next to the old lovely Woman. "Boy, there is always the wrong time to wear the right attire". She said.

Okay, that was grandma in the good old days. But In the content marketing world, this is what she means:
Don't make your ice cream pitch in a cold winter!

Timing affects your content conversion rate.


But How?

Facebook
Engagement rates are 18% higher on Thursdays and Fridays.

A study from revealed that Facebook engagement tends to spike during the weekends.

best time to post on social networks


The weekdays are the time when most people tend to be at work resulting in less opportunity to peek at Facebook posts.

Twitter
According to Dan Zarella, the engagement rate for Twitter increases by 17% during the weekends.

best time to post on twitter


Content retweets tend to spike at 5 PM upwards, click-throughs increase at noon time and evening around 6 PM.

Getting your content under their eyeballs during this time can significantly increase your conversion rate.

EMails
Most EMails open rates drop slightly during the weekends.

The result also found that most subjects that decided to open their EMAils during these times may not even bother to respond to the CTA.

Dan Zarella's report revealed that:
Consumer based marketing emails tend to get the most open rates between 6 AM - 10 AM in the morning and 10 PM to 7 PM to 10 PM in the evening while holiday promotions and B2B promotions receive high open rates between 5 and 7 in the evening.

The result also revealed that most EMails hardly get attended to any time from 10 PM to 6 AM the following day.

A similar study from Getresponse revealed that Email open rate and click-throughs tend to spike on Thursdays.

best day to post on twitter


To spike your content conversion rate. Your content must get under their radar at the right timing.

Finally.... Never ever forget to create your best contents. Always remember: “ If it's got some love, then it probably has some lovely stuff up its sleeves. ”

Conclusion
This is one of the most important truths I had to admit in content marketing: "If you find it really difficult to generate leads and sales. I bet, the first thing you have to do is put on your Physician's coat and diagnose... Yes! Most often than not, the problems lie with your conversion rate optimization"

Analyze your contents based on the metrics discussed here and...

"Fix those bugs that are stealing your leads, sales and investments".

I have a few questions for you:

Have you used any of the strategies discussed above?

Which of the strategies did you implement and what's been your result so far?

Trust me! I want to hear you speak!

You may also like