Lead Nurturing for Ultimate Conversion – Content that Converts

Ultimate lead conversion – we all strive for it, but is it even possible? What can we do to ensure that we get the best conversion rates possible for our marketing efforts? In my last blog, I covered how to map your lead generation plan by determining what content to produce at each of the three stages of the buyer journey; content that will help your potential buyer make a purchase decision, increasing your chances of a sale – with you.

White papers, eGuides and blog posts work best during the Awareness Stage. Comparison eGuides and webcasts, podcasts and videos about your products and services work best in the Consideration Stage and vendor and product comparison case studies and product literature work best in the Decision Stage. This is great and all, but what exactly does this mean?

If you are new to lead nurturing and have been doing your homework, you have probably read a few blogs about lead nurturing best practices, but you may still be stumped as to what it all means. E-books, case studies and product comparisons sound great, but where do you start? I get this question a lot, so I will take you through lead nurturing for ultimate conversion – the step-by-step process on how to capture leads with forms and incentives.

lead conversion graphic - petra mayer

So where should you start?

1. Build your list

The first thing you have to do is build a list. Building a list takes time, but is extremely important as it represents your potential leads and the people you will be targeting.

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2. Decide on your incentive

Next you will need to decide on an incentive that your audience will find intriguing enough that will make them want to part with their personal information. Maybe this is a simple download to information that they will find valuable, like an eBook or white paper, or it can be a link to a webinar invitation; regardless, make it intriguing to your potential customer. Some examples of incentives are:

  • E-book, data sheet or white paper
  • Event sign-up
  • Registration to receive additional email newsletters
  • Attendance to a free webinar
  • Promotional offer – discount, coupon

3. Hire a writer

Let’s face it, writing is time consuming, and if you don’t enjoy doing it – outsource it. If you don’t have the resources to write content, you can always hire a consultant to do it for you. You can find a freelance writer on Craigslist or on Elance – but remember, you get what you pay for. Sit down with your writer and have them develop good quality content that you feel your potential leads will find valuable.

4. Hire a designer

If you are putting together a piece that requires a graphic designer, and you don’t have the in-house capabilities, this is also something you can outsource. If you aren’t a graphic designer, don’t try and do it yourself. You can also hire a freelance designer on Craigslist or Elance.

5. Create a landing page

Landing pages are very important for lead generation, as they are pages that are designed specific to your marketing campaign with the single purpose of driving traffic with the intent of converting leads. A landing page removes the distractions of a regular product page, (navigation, side bar, general messaging), and focuses on the goal of what you are trying to achieve, for example, getting your website visitor to download your eBook. It’s important to use lead-capturing landing pages – aka a landing page with a form. This way, your landing page will act as a way for you to collect email addresses in exchange for valuable content. You don’t always need a designer for this, as programs like Lead Pages will allow you to build landing pages with no coding experience.

6. Email marketing

Once you have built your list, developed a good quality piece of content that you feel your audience will find valuable, and developed a landing page with the capacity to collect personal information, you should be ready to develop your email. The email will introduce the content you wish your audience to download and tell them why they need to download it. Here are some email marketing tips to keep in mind:

  • Personalize each message, don’t address them as “Dear Subscriber”
  • Provide a clear understanding of the benefits to the user
  • Have a compelling subject line that will make them want to open your email
  • Keep it short and sweet
  • Include a call to action – tell them what you want them to do
  • Include social media share buttons

Check out email marketing tools such as Mail Chimp or AWeber. These programs can help a small business easily create an automated email campaign inexpensively, and in some cases, even free!

Always look for additional ways to share your content, for example:

  • Facebook – Write a short blurb and link to the landing page
  • Twitter – Introduce your content and link to the landing page
  • LinkedIn – Summarize your content and link to the landing page
  • Blog – Include a short blog on subject matter similar to your downloadable item and direct your audience to the landing page

The more ways to share, the more likelihood you will have of your content reaching more people, and they will share with more people, and so on.

If you have questions about how you can drive more traffic to your site by optimizing your lead generation plan, join my Freedom Seeker’s Mastermind Facebook Group. In this Facebook Group you can ask a coach questions about your business and how you can generate qualified leads and make more money from your website. Sign up now.

About the author 

Petra Mayer

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