Generating traffic from your online efforts and being able to understand where it is coming from is one the the most valuable things you can do for your business.
While increased traffic to your website may mean more customers, that is not always the case - particularly if there is nothing available to convert those leads into qualified leads. For instance, your business may experience gradual online growth in views or rapid increases, but these new leads mean nothing if they are not the right kinds of leads. Here are a few ways to attract qualified leads using effective content offerings.
Creating something to offer your potential customer is not a new concept. Many businesses often create many items in both print and online forms for their potential customers as a means of gaining their trust and earning their business. Although these offerings “come in peace,” they may not be tailored for the right audience, and even more so, they may not be entirely helpful nor provide any underlying benefit to anyone but your business. If you think about what your offering to your customers online, ask yourself “does this offering genuinely provide an overall benefit to our best customer?” If the answer if no, you may want to go back to the drawing board.
So how do you know if your offerings are appropriately tailored to your best customers? By creating and thoroughly outlining what represents your ideal customers - defining your buyer personas. By understanding this fictional representation of your best customer, you can begin to understand and relate to their daily lives, what they struggle with, what they may not understand or need help with, and where your product or service could greatly benefit or resolve their problems or concerns. You will then be better equipped to attract the right leads to your business (i.e. qualified leads).
Attracting qualified leads, however, doesn’t just mean providing beneficial content (or stuff for that matter), but understanding where your leads are in the buyer process and what steps are needed to nurture these leads into customers.
For example, what happens once they have downloaded something of value? You need to know what steps you can take to bring them closer to choosing your business over another business. This may take the form of automated emails sent out as follow-ups, again tailored with more useful content or information for that specific persona, which can build the relationship over time.
In the end, the best content offerings are the ones created to attract your ideal customers - your buyer personas. By creating content for these specific personas you not only shorten the sales cycle, but you in turn create leads that know, like, and trust you.
FOR MORE GREAT MARKETING TIPS THAT FOCUS ON YOUR CORE CUSTOMERS, DOWNLOAD OUR FREE BUYER PERSONA TEMPLATE.