Being ever-present is one of the most effective methods of lead generation and your content strategy should reflect this.
Your customers are naturally drawn to content that relates to their industry, needs and goals. Therefore, it’s relatively straightforward to retain customers and open new revenue streams: you just need to create and publish content that is relevant to your target market.
It sounds simple. However, you need to ensure that you’re producing the right content at the right times for your marketing cycle.
Keeping your Leads Engaged
You need to regularly put out valuable content for your contacts to read and enjoy. However, you need to do this whilst avoiding content overkill.
Publishing too frequently will diminish the value of your content; publishing infrequently will not keep your services fresh in the mind of potential customers or referrers.
At Flowbird, we have found that publishing twice each week works well for many of our clients. It presents a business as active and knowledgeable.
Content Marketing Cycle
The B2B sales funnel is evolving. Customers spend much longer in your sales funnel before they decide to contact you directly.
People tend to research their suppliers much more today than they would have done five or ten years ago. This makes hard sells early on in the sales funnel less successful.
Instead, as a modern marketing department, you should publish educational, inspiring and thought-leading content that resonates within specific target markets. This will lead your prospects naturally through the sales funnel.
The Right Content at the Right Time
Creating relevant content is a constant challenge for all businesses who want to appeal to people at each stage of the funnel.
Your blog should contain educational posts which educate and attract the interest of people at the top of your funnel.
Good content encourages people in your target market to trust your business. Additionally, contacts will be much more open to finding out more about your business after they’ve read an informative, engaging blog.
A related eBook, downloadable tool or webinar invite are just a few options of how you can capture and nurture leads after winning their initial interest.
Your Content Strategy
Content marketing is an essential aspect of your marketing strategy. However, many businesses still struggle to deliver it successfully.
We can manage your content strategy and tailor it to fit in with your lead capture and lead nurturing techniques. This will help you win new customers by establishing your business as a source of valuable information and eventually as a thought leader in your target market.
Contact us today to find out how we can implement a successful content strategy to help you attract new customers.
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