Demand generation ideas to fill your sales pipeline.
Who is your target audience?
How to be useful in your marketing
Converting visitors into leads
The campaign mindset
Building a lead generating machine
Your website’s purpose is to get business.
Too many business websites are simply billboards that don’t meaningfully contribute to lead generation efforts.
This guide explains the basics of how to create a website that delivers leads and – when these leads are properly nurtured – customers.
The starting point for any content is not you, it’s your customers. Who exactly are you hoping to do business with?
Your content should be structured around the needs of a targeted niche.
Who do you solve urgent problems for?
You must be very clear on who these people are so that you can develop personas.
Keep these personas in mind for any content you create. These people are who you are writing for, not your boss.
Once you are crystal clear on who you are trying to reach, you need to determine their urgent problems.
The truth is that your target market cares nothing for you or business. They care about their own problems.
Your website must be dedicated to offering solutions to these problems.
You get attention when you’re solving the urgent business issues of your target audience.
Create content that is useful, and you have a chance to cut through the noise and reach your target customers.
Once you’ve published useful resources that help people, the hard part of lead generation begins: getting eyeballs on your resources.
Content without traffic is essentially useless.
So, how do you get traffic? You can get people to visit your website with a combination of effort and budget.
– SEO is great but takes time and effort.
– PPC is great but (depending on your industry) can get expensive
– Social media is great, but takes time (to nurture a community) and/or money (for paid targeting)
You need to assess your own skills and resources to determine the best way to get traffic to your website.
When you have useful content and a stream of traffic, you still aren’t done.
This is where you need to justify all the time and money spent on your website to your boss.
Content without traffic is useless. And so is traffic without a conversion.
A ‘conversion’ doesn’t have to be a fully paid-up customer. But you must find a way for visitors to become leads: by obtaining contact information, for example.
The ‘ask’ can be done in a number of ways:
– Gate content upgrades
– Ask for an email newsletter signup
– A compelling demo booking section
Your content must solve problems for customers in a way that allows you to position your company as a solution. This allows to you make your ‘ask’ and generate a lead.
With an audience, useful content, and steady traffic that creates leads, your website can become an important marketing asset.
But don’t publish, promote, then forget.
Every piece of content you publish is part of a wider campaign. Recognize that fact and track your campaigns.
Regularly revisit your campaigns. Are they generating leads? What could be done better?
Give yourself time to improve existing campaigns rather than relentlessly publish new material. You’ll get more and better leads that way.
A website that generates leads is a valuable part of any business. Getting to that point is hard.
Make sure you know who you are talking to, and focus on delivering value via your website.
Getting traffic requires a combination of effort and budget, but without traffic, your website cannot deliver leads.
But it doesn’t end with traffic. You need to convert traffic into leads by making an appropriate ‘ask’.
All these tasks take time. You need to revisit and optimise your campaigns. You’ll find when you get started, and, crucially, get better, you’ll consistently generate leads.
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