The other day, a client asked me, “Why is my website not generating successful leads, even though I’m posting countless articles about my business?”
A website is only as strong as its content – and developing engaging and useful content is the most powerful tool in creating an influx of strong and successful leads. Generating leads, or guiding leads towards your business, occurs when a website’s content is highlighted in a way that is engaging and helpful for a potential client. One interesting stat noted that 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep (Demand Gen Report, 2016).
Increasing B2B lead generation with creative and appealing content isn’t as hard as it may appear. Here are some methods of utilizing your content to drive up lead generation for your business:
Develop Content that Solves Problems
Strong content has the capability to grab a viewer’s attention. But keeping that attention is another story altogether. Usually, a potential client is browsing multiple businesses that offer the same product or purpose, attempting to find the right fit for their needs.
To keep a leads’ attention, provide them with information that can assist them in solving a problem they need to overcome – and show how your business can help them with the process. This content can be in the form of a free e-book or PDF designed to teach a potential client about your services, and how they can be of benefit to their company.
Try to keep the information you are sharing targeted to a specific audience, but not personal enough that a potential lead will find your business ill suited to their needs. The Harvard Business Review has a great article which highlights why personalized content can actually hinder your marketing strategy.
Create Effective Landing Pages
A landing page is a singular web page designed to convert web traffic into genuine leads, subscribers, and customers. These pages are designed around one key concept that a business wants to promote, and should include a contact form to be filled out in exchange for useful information – such as a free quote or product demo.
Landing pages cultivate a subscriber base in which you can implement other methods of B2B lead generation – such as email newsletter campaigns. Unbounce has a fantastic article which highlights landing pages, along with other impressive lead generating content strategies.
Content doesn’t always mean the typical long-form informative text articles that we believe will increase our leads. People interpret information in many different ways, and when browsing online, will pay attention to information that is the most easy for them to digest. Visual content – such as diagrams and infographics – can share a large amount of information in a simple manner, making visual content great for landing pages and social media marketing.
Developing and implementing content that generates B2B leads doesn’t have to be a difficult endeavor. With some creativity and well-placed, informative content, you can build trusting relationships with fellow businesses and gain successful lead traffic along the way.