Integrate content into your lead generation process

Lead generation and nurturing generally are defined as collecting contact details and then developing relationships with potential customers.

I tend to treat lead generation more loosely. Regardless of your niche, leads are your current or potential customers who have given their contact details because they don’t mind hearing from your brand.

Can content marketing help (or even drive) your brand’s lead-generation and nurturing strategy?

It sure can. Let’s see how:

1.Match material to search intent

Almost every website in existence has been geared to get Google organic traffic. This procedure often entails choosing pertinent keywords and using them in both the on-page language and the anchor text of backlinks.

However, providing searchers with what they were seeking for – optimising for search intent – is the most crucial component of the optimization equation.

Various search terms indicate various search intentions:

  • Informational intent is frequently regarded as top-funnel intent since searchers demand immediate answers.
  • Commercial investigation: Options are compared by searchers. They are nearer to making a sale.
  • Searchers hunt for product reviews with a commercial intent. They are prepared to make a purchase.
  • Searchers are looking for (video) instructions on how to use a product. These are your current clients who might buy from you again or free trial users who might become paying clients.

To cater to each of those search intentions, you must develop unique content assets.

Usually, you can infer search intent from a query. Apart from your head, you don’t need any sophisticated gear to do this. Organize frequent brainstorming meetings with your team if you are the team manager to get their opinions on your keywords and the search intent they represent.

Create a separate column for search intent on your keyword spreadsheets to incorporate it into your content strategy. 

Create rules for your content writers based on the products you are offering for how they should respond to different kinds of search intent. For instance:

  • Commercial or transactional intent: Develop the content to subtly promote one of our goods.
  • You can already create content to encourage folks to download one of our lead magnets.
  • Navigational: Tailor the material to our current clients, for example, by gently promoting our complimentary items wherever they may be of help.
  • Commercial inquiry: List our products among the possibilities suggested by the text.

In the same way, incorporate intent analysis into your current content audit. Simply put, consider whether the landing pages directing organic traffic to your site are addressing a clear search purpose and consider how you may better match it.

2.Integrate CTAs with content

Make changes to your in-content calls to action to better reflect search intent.

For instance, it might not make sense to try to sell them your items if your content is designed to answer simple how-to questions. Instead, the content might offer helpful downloads (or printouts) that make the information simpler to understand.

Contextual CTAs can also be seen in:

  • There is a free checklist or flowchart that readers can download inside the email form to help them follow the instructions. (The mail option is the easiest. plug-in to set up contextual lead-gen forms that would be different on every page.)
  • An opinion poll asking readers to respond, with a promise to email the results (this is easy to set up in Google Forms.)
  • Suitable for the landing page (A clever chatbot sets up the CTA.)

3.Align CRM initiatives with funnel position

Making your brand more familiar to your present and potential customers is the goal of customer relationship management (CRM). They are more likely to make repeat purchases from you the better they are familiar with your brand.

However, such CRM initiatives cannot be the same for each part of your audience. The likelihood of a sale varies among different leads. Some of them are present clients of yours. If you speak to your present clients the same way you speak to strangers, you run the risk of permanently losing them. A segmented and tailored CRM strategy is essential because of this.

Knowing the search terms that directed those leads to your website and the content resources that engaged them and converted them into leads can also help you improve your conversion strategy.

4.Make extra content available to inactive leads.

Content is excellent top-of-the-funnel stuff since it drives traffic to your website from social media and organic search. But content may also be used to re engage past site users, making it a wonderful middle-of-the-funnel asset.

Create a more tailored workflow to increase subscriber engagement. For instance, you can send a follow-up email addressing the subject if a lead opens an email and clicks a link.

The majority of email marketing solutions allow smart automation, however your options may be constrained. Here is a list of the numerous automation options and the most popular solutions.

5.Reactivate redirected traffic

Not every new user that visits your website gives you their email address. However, you can convert a visitor into a lead without their email address.

Remarketing (also known as retargeting) programs that are ongoing are extremely effective in retaining visitors who did not convert into prospects or customers.

produces leads

The best approach to generating and nurturing leads is through content, especially when combined with CRM and remarketing solutions, which employ content once again to convert leads into paying clients. It doesn’t need to be extremely intricate. The tools and advice mentioned above will provide you with some simple suggestions on how to include content in your lead-generation plan.