In an ideal world, every piece of content you create would generate interest, engage audiences, and convert consumers on the spot. In reality, the process can be lengthy, requiring marketers and sales teams to continually nurture prospects along their journey until they’re ready to take action.
Adding to the problem is that consumers feel inundated with ads, numbing them digital advertising and significantly dropping clickthrough rates. In fact, eMarketer reports that despite 79% of consumers saying they’re seeing increased digital ads, less than one-third are biting.
So what’s a marketer to do? Lean into lead generation content with the most pack for the punch. Here are some examples to get you started.
- Blog posts
Although great content isn’t always enough to drive your audience to purchase, it can serve as a step down into the sales funnel. The key is to brainstorm blog ideas that offer high-quality, helpful content that’s engaging enough to lead consumers to take action.
What action exactly? That depends on your goals. Wrap up your blog with a CTA that encourages readers to give you feedback, follow your brand on social, download an app, watch a video, register for a seminar, or subscribe to your e-newsletter. The goal is to keep them engaged and tethered by choice.
Disney Parks features extensive blogs with plenty of internal links within each piece and strong CTAs to keep readers engaged. This blog on “Ways to Save on Walt Disney World Vacations” uses hyperlinks to fun attractions throughout and wraps up with a clickable enticement to see special offers and learn about a new room offer for Florida residents.
- Influencer marketing
When you find an influencer whose audience, voice, and values align with your brand, they can do more than increase awareness among their followers. The right match can also serve as an affordable source of lead generation.
For example, consider partnering on a giveaway campaign to gain newsletter or free trial subscribers. Incentives could include exclusive content, discount codes, free trial shipping, or VIP shopping access.
Sustainable essentials brand Public Goods turned to influencer Kaeli Mae to get consumers signed up for a free two-week membership trial with an offer of 15% off their first order. Here’s the post on TikTok that earned more than 29K likes.
- Email marketing
The first rule of email marketing is to ensure that your prospects anticipate your communication. Once consumers consent to opt in, you can nurture the relationship to grow awareness, build trust, educate, and provide value.
That’s not to say you’ll want to bombard your subscribers with blanket emails. Instead, segment your audiences to ensure they receive only targeted and personalized content. Then track your campaign metrics and automate your drip emails to gently escort them farther down the sales funnel.
So, just how do you get email leads in the first place? Channel Don Corleone and make them an offer they can’t refuse. Whether it’s a social media post, guest article, video tutorial, or website content highlighting the features and benefits of a product or service, address your audience’s pain points, throw in a lead magnet, and ensure that your opt-in form is simple.
Organizing consultant Marie Kondo not only offers new email subscribers 10% off the next order, but her brand’s simple one-sentence explainer on her homepage clearly lays out the benefits of signing up.
- Podcasts
It might seem like everyone and their mother has a podcast, but that doesn’t mean there’s no room for more.
With entertaining or informative content that appeals to your target audience and a clear and easy way to take action, you can generate leads and grow your business. Be sure to leverage guest interviews to tap their followers to expand your brand’s audience and generate leads. These might include industry leaders, satisfied clients, and employees.
Your lead magnet could be almost anything that provides enough value to drive the audience to take action. Offer a free ebook, guide, access to exclusive content, or a discount on products, services, seminars, or events—both verbally throughout the podcast and via a sign-up box on the podcast site.
- -books
Giving away free samples or discount codes might work for brands with products, but what about service-related businesses?
Ebooks that provide relevant, helpful, and detailed information can help build consumer trust, position you as an expert, and generate leads for your business immediately (through email collection) and down the road (when readers require your services).
Consider creating a landing page with a single-focused call to action that’s devoid of unnecessary text and imagery, other than a brief statement highlighting the ebook’s value.
Want an example? Check out Chris Quintana Consulting’s free ebook, “Money Matters,” which she promoted on Instagram and offered on her website through a stand-alone sign-up form.
Use these examples to develop lead generation content that’s so valuable and unique that your prospects will want more. By demonstrating that consumers can trust you, rely on your expertise or products, and gain value by doing business with your brand or company, your content will earn its return on whatever time or money you’ve invested.
