The 6 ways to attract quality clients with the help of content and social media marketing.
Content marketing generates over 3 times as much leads as outbound marketing and costs 62% less, stated by Content Marketing Institute. Isn’t that fantastic?
This would explain why 75% of businesses decided to increase their content marketing budgets over the last 2 years and the reserves for such tasks are climbing.
Content marketing is an ideal tool to checkmark various milestones for any business. From brand positioning as an industry expert or to even drive traffic to your lead pages. Contet creators build a brand’s power.
It is a known fact that businesses with blogs see up to 126% more lead growth than those without one, which means that all content marketing strategies should also be geared towards lead generation for maximum ROI.
Generating New Clients Using Content Marketing
Below are the 6 steps to follow if you want to boost the number of quality clients streaming through your pipline using content marketing and social media.
Step 1: Know Thy audience
Creating content that attracts your ideal client starts with understanding your target audience.
Guessing what your ideal audience wants will get you nowhere. If you want your business to grow, you must know their psychology.
You have to know their pain points, needs, and motivations. Do you know what helps them make decisions?
Develop your ideal customer persona sheet. Having one by your side will save you time when initiating your marketing campaign. Working smart will save you hours.
- Demographics and Location: Research their average age, gender, and location of your ideal customers.
- Content Preferences: What type of content do your customers react to? Blog posts, ebooks, webinars, videos, and infographics are all good examples to look up and take notes on.
- Social Media Habits: Which social media platforms do your customers visit a lot, what brands and accounts do they follow, and do they belong to any particular groups? Looking at their habits on social will give you a good idea of their interests on a professional and a personal level.
- Keywords: There are a number of great tools that can be used to discover what your customers are searching for and talking about.
- Pain Points: What are the particular pain points that your customers might be dealing with?
- Motivations: Discover what motivates your customers by looking at how they search for solutions online. Do they read blogs, ask questions on websites like Quora, or do they turn to social media for recommendations from friends?
Step 2: Create Valuable Content
The process of content creation is different for a blog, social media or newsletter.
Gaining notoriety is great and all on social media, but it shouldn’t be your main goal. By providing valuable content in exchange for their contact information should be priority number one.
First, you will need to decide where you will be hosting your content. Will you be driving users to a landing page on your website, allowing them to download the content, or will you be sending them an email with an attachment or link once they’ve completed a contact form? Once you decide where your content will be hosted, you can delve into the content creation process.
Keep in mind that in order for customers to be willing to give you their contact details, your content needs to be valuable and help them answer a question or solve a problem. Ebooks, video tutorials, white papers, reports, webinars and infographics are all examples of engaging pieces of content that will meet this requirement.
Developing your sponsored posts
Now that you’ve developed the content that you will be using to generate leads, you will need to make your target audience aware of it.
Social media is the ideal route to take when promoting your content. Facebook, LinkedIn, and Twitter’s Ad Manager will allow you to select specific targeting options, ensuring that you reach your ideal target audience.
You are going to write out the text and headlines for your sponsored posts but decide whether you want to pair it with an image or video to make it more eye-catching and appealing.
Each of these platforms has different requirements in terms of character count, image size, and video length though so you will need to create separate posts for each platform.
Step 3: Budget and Planning
My favorite quote to mention, “Failing to plan is planning to fail,” which is especially true when it comes to online marketing.
Not having a copy/paste methodology set for yourself brings up a whole mess or burdens; which is completely avoidable.
Having a strategy and budget in place before you begin promoting your content is essential. Not only will it help you keep track of your promotional efforts but your return on investment too.
Your strategy should include the following listed below:
- Campaign goals and key metrics
- Promotional platforms and website
- Promotional schedule
- Campaign budget
Before move your strategy into practice, keep the following thoughts in mind:
- Testing, testing, and more testing. Ensure that you achieve the best possible ROI. A/B test your promotional posts as well as several pieces of content to leverage what works best for your target audience.
- Decide how you’re going to keep track of your campaigns. While social media platforms will be able to provide you with in-depth reports on your campaigns, it’s also a good idea to use additional tools such as Google Analytics to track the user journey on your website using a conversion funnel. This way you will also be able to optimize your landing pages and the overall user experience in order to increase conversions.
- In terms of how big your budget should be, it all depends on the size of the audience that you want to reach, what your campaign goals are as well as the duration of your campaign
Step 4: Promote What You Have
As a lead generation tactic, most brands will use 4 main platforms to promote their content, namely Facebook, Twitter, LinkedIn, and Quora. Each of these platforms have an easy-to-use ad management dashboard that allowing brands to setup, track, and optimize their content marketing campaigns.
Facebook Ads Manager
Facebook Ads Manager is where you will create and setup your promotional campaigns. While it’s easiest to create your campaigns on a desktop, you can easily track and manage your campaigns on a mobile device. Using Ads Manager, you will be able to select campaign parameters, manage your creatives, write ad copy and test your posts on different devices before going live. Brands will also be able to manage, optimize, and pull campaign reports using this tool.
Twitter Ads Manager
The Twitter Ads Manager platform can be accessed by logging into your ads account. Brands will easily be able to setup ads, create ad groups, optimize campaigns, and track their results using this ad management tool. The dashboard makes it easy to filter and track specific campaigns, manage your daily budgets and pull real-time reports when needed.
LinkedIn Campaign Manager
If LinkedIn is an important social media platform for your business, you can use the Campaign Manager to easily create targeted campaigns, pull detailed reports, access information on LinkedIn users who engaged with your content and schedule campaigns for future dates.
Quora Ads Manager
This popular platform is another ideal way to promote valuable, engaging content. The Ads Manager will allow you to create targeted text ads that will appear next to content on the site. The dashboard will allow you to access stats on your ads as well as general information on the users who clicked on your ads.
Each of the above platforms can be used in conjunction with tracking pixels in order to track users once they land on your website.
Step 5: Nurture Your Leads
Generating targeted leads is only half the battle, now you will need to nurture those leads in order to get them to convert.
Once a new lead has stepped into the conversion funnel, you will need to have an additional strategy in place that will allow your brand to engage with and nurture the lead until they’re ready to convert. Every piece of content is an opportunity to build trust with a potential customer.
After a lead has engaged with your first piece of content, have a follow-up strategy in place in order to move them to the next step in your conversion funnel. For example, if you’ve created a series of video tutorials, you could send them a link to the next video tutorial if they’ve watched the first one to completion.
What this does is offer them additional value and shows them how your brand is helping them solve a problem or address a particular pain point. Be sure to assign a goal and metrics to each piece of content so that you know when a lead is ready to move on to the next step in the funnel.
If you want to make this process easier and more efficient, using a marketing automation tool will help.
Step 6: Track Your Data
Once your campaign has run its course, use your results and learnings to start developing a new strategy.
By taking a deep dive into your reports and stats, you will not only be able to create better content and stronger campaigns going forward but you will also be able to justify your new marketing budget to management.
When reviewing your reports, there are two aspects that will be most important for your future content marketing strategies:
- Content. Knowing what content your target audience responded to will ensure that you can spend more time developing content that your customers resonate with, which will, in turn, increase your conversions in the future.
- Targeting Criteria. The targeting parameters that you used for your campaigns will tell you a lot about whether your research and customer assumptions were correct and if you need to adjust and update your customer profiles and personas going forward.
Content marketing is an incredibly effective way to easily generate more targeted leads for your business while discovering more about your customers in the process.
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