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The next excerpt is from Robert W. Bly’s The Content material Advertising Handbook. Purchase it now from Amazon | Barnes & Noble or click on right here to purchase it instantly from us and SAVE 60% on this ebook while you use code MARKET2021 by means 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 Info Wants
In B2B, defining the audience or readership includes understanding the trade, firm dimension 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 must also 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 wherein publishing and distributing the content material solves a advertising downside. A helpful content material plan disseminates data that’s of worth to the prospect of their job however isn’t a gross sales pitch in your services or products. As an example, a pc reseller would possibly supply prospects and shoppers a particular report on methods to stop knowledge 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 admire the free suggestions and can reciprocate by viewing the reseller in a extra favorable mild. 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 will be offered in lots of codecs and media, and your alternative could make an enormous distinction within the success of your content material advertising marketing campaign.
Along with downloadable white papers or stories, there are various different choices. You’ll be able to:
- Supply a free webinar, on-line course, podcast, infographic or poster.
- Put up a video in your website or YouTube.
- Ship an audio CD or a DVD.
- Load helpful knowledge 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 frequent, typically achieve extra consideration.
Step 4: Create a Nice Title for Your Lead Magnet
Maybe the most important 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 have to do will depend on your data of the subject. However even when you recognize the subject effectively, do some exterior analysis to reinforce your data of the topic with details, figures and concepts exterior your personal.
When you’ve gathered your content material, take into consideration methods to manage and current the fabric. Typically the content material naturally dictates a selected organizational scheme, reminiscent of 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 accomplished, 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 internet 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 charge — the proportion of tourists who fill in and submit your type — is far increased on devoted touchdown pages than on homepages or another internet 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 marketing online, taking part in co-registration pop-ups, shopping for web-hosted advertisements, e mail markting, shopping for on-line advertisements or doing viral advertising by including a line to your outgoing e mail advertising messages that claims, “Please be at liberty to ahead this e mail to your mates to allow them to take pleasure in this particular supply.”
There are numerous 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, you have to ship digital lead magnets, reminiscent of PDF downloads, inside seconds or minutes. Bodily lead magnets, reminiscent of books or DVDs, ought to be mailed inside 24 to 48 hours.
Step 9: Comply with Up
Although opinions range, I favor to require prospects to offer each their cellphone quantity and their e mail deal with to allow salespeople to observe up.
Step 10: Safe an Appointment or Dialog
Entrepreneurs incessantly should be reminded that the last word objective of content material advertising is to not give away data however to promote one thing. So finally, 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 cellphone — with the prospect to do some private promoting.
In the event you’ve accomplished steps one by means of 9 accurately, 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 could 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 could 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 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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