Every day, every week, I meet marketers who tell me they can’t be expected to create content that will generate leads. They always have good reasons: my industry is specific, decision-making takes time, I focus on SEO, etc… Sometimes – rarely – they’re right. But most of the times, it’s because they simply don’t have […]Read More
Lead Generation & Nurturing
After speaking with hundreds of marketers on the topic of lead generation from social media over the last year, we’ve noticed several key gaps in many of the current methodologies and practices shared by prospects. As such, we’re anxious to bring these gaps to light in the hope of helping marketers everywhere improve conversion from […]Read More
If I just had some good leads, I know I could [insert action]. How many times have you thought some variation of this statement? Having a bunch of email subscribers, website members, or social media followers makes everything easier, but the trickiest part is actually collecting these leads. The key components of a successful lead […]Read More
Picture this: You’ve just finished a terrific new ebook. You’re laying out the landing page for it. And because the whole point of publishing this ebook is to attract new leads, you… don’t require people to fill out a lead generation form to read it. You do not “gate” the ebook. That’s contrary to how […]Read More
Ever heard the story about the guy looking for his keys on a dark street? Someone comes by to help him and asks where he dropped his keys. He says, “oh – over there, in the alley.” The other guy says, “So why are you looking here, under this streetlight?” And the man looking for […]Read More
You may be skeptical, but businesses should still be using email marketing to win new customers and maintain relationships with current customers. Email may seem like an oversaturated communication channel today, but email campaigns still nurture leads, increase sales, and convert customers 3x more than social media. It’s a no brainer. Email marketing converts customers […]Read More
Content marketing is a practice that has been on a steady upswing since 2015. It’s a hot subject amongst top influencers in the marketing space, and even Gartner can’t stress how important it is: There’s no denying it: content is the most important tool marketers can use, yet most are ill-prepared and lack the skills and resources to take it […]Read More
Content marketing is tricky. It’s fairly easy to set up the rudiments of a content marketing machine, but getting it to turn a profit is another beast entirely. The reality is that many companies are just barely breaking even. That’s a tough spot to be in. You’re doing just well enough that you don’t want to […]Read More
Content marketing analytics: how to look at the right KPIs to measure ROI (and what we learned from 20,000 conversions)
As we finished 2015, I looked back at our data to find out how we’ve been doing with our own content marketing. Content marketing is fundamentally human and my first source of feedback is to be constantly listening to our audience and customers. But as a data-driven marketer and entrepreneur, I find that looking at the […]Read More
Bygone days. It used to be simpler. Marketers would create super-well designed brochures and pay to advertise their product/service in front of their audience. Wait. What just happened? Internet of course. Internet changed everything. 90% of the world’s data has been generated over the past 2 years. Buyers now go through 57% of the purchasing process before […]Read More
Hi everyone, We wanted to share with you the Best Of Content Marketing articles we wrote in the past 3 months. And in extra, get the list of the best tools for the publishing phase of content marketing! How to write good blog posts for your audience and SEO and make sure they perform. Here […]Read More
The marketing definition of conversion is “get the prospect to take action.”
How do you get someone to take the action you want? You need to make them comfortable.
Marketers are hard to trust, right? We brought it on ourselves because we were “full of it” for decades. Or, at least, we were full of ourselves.
So when a potential buyer arrives in your marketing den for the first time, they’re not exactly in a hurry to proceed to the bedroom. Or relax into a chair.
At best, they’re curious. Realistically, they’re anxious. And usually, they do just the opposite of what you want. They leave.
Why? Discomfort. It’s the almighty conversion killer—the meanest mutha’ in marketing.
So here’s what I propose: drop the transformation ambition and aim a wee-bit lower. Aim to overcome the causes of discomfort. You need to craft your content to put prospects in their comfort zone.
Who’s in charge of the comfort zone?
The copywriter is the chief conversion officer.
The copywriter’s output must seal the deal or at least write something compelling—and comforting—enough to start some sort of relationship.Read More
If you didn’t know that content marketing is your best bet to generate leads today, then at least I would have warned you!
No but seriously, if I didn’t convince you, here are a few facts that will.
Why it is better to generate leads with content marketing
– Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing. (Source: State of Inbound 2014, Hubspot).
– You have 758x more chances of closing an inbound lead (that came to you through your content) than an outbound lead (that you went to get with telemarketing, cold calling, etc.) (Source: Search Engine Journal).
What top marketing experts think about the topicRead More
Small business owners aren’t usually on social media to share cat videos and indulge in celebrity gossip. They’re on social media for business. They do social media to gain exposure, but ultimately the goal is to get more business. Getting more business usually means getting more leads.
Unfortunately, getting leads from social media is not so easy. If you’re doing well at it, pat yourself on the back. Most marketers struggle with getting social media to work well for lead generation.
7 ways for small businesses to generate leads with social media
That’s what Ascend2 discovered when they tallied up the results of a lead generation survey of 300 marketers last month. Only 26% of the marketers they surveyed marked social media as among their more effective lead generation tactics.Read More
Content marketing — the use of blogs, social media, whitepapers, and webinars to attract and convert leads — has essentially replaced all other forms of lead acquisition. Sharp marketing leaders know that becoming a trusted advisor is essential to scalable sales; according to the 2015 State of Inbound (an annual marketing report published by Hubspot), the use of inbound tactics alone, independent of […]Read More
“No matter what your business model is, content is still king. One research study a few years ago revealed that many B2B marketers have documented plans to increase their lead generation budgets by up to 50% the following year. That investment is still on the rise overall.” Read the full article at: neilpatel.com When we think about […]Read More
Want more leads? You’re not alone. According to IDG Enterprise’s 2015 B2B Content Marketing Spotlight Report, lead generation is the #1 priority for content marketers.
But while everybody says they want more leads, in the very next breathe they’ll add that they want better leads, too. That’s why you’ll see lead nurturing come in as priority #4 on this same graph. Lead nurturing is basically lead generation 2.0. First you get the leads, then you warm them up.