Nurturing Leads with Content Marketing

Most visitors to your website are still in the research phase of the sales process, which means that most will leave, never to be seen again. Around 15% of these visitors will convert within 90 days, but there is no guarantee they will buy from your business.

What’s more, more than 80% of purchases will occur after 90 days, which is a problem for your profit margin if your business is not the freshest in their minds.

So, what can your business do to ensure visitors to your website turn into hot leads so you stand a better chance of reaping the rewards at either end of the buying cycle? The answer may lay in content marketing.

When a visitor isn’t yet ready to buy, content marketing helps you keep your business fresh in their minds until they are. Regularly delivering valuable, relevant information helps you build the trust and authority that converts website visitors into long-term customers.

Nurturing Leads Through Content Funnels

Creating content for your website helps your business get found in Google for the keywords your prospects use in the search engine. However, once they have read the article of interest, what then?

They may skip around your website and read a few more articles, but without some type of incentive to hand over an email address, most will leave without you knowing who they were.

Unfortunately, when they are ready to buy, it’s unlikely your business will be top of mind.

You can prevent this scenario by creating a Content Funnel, which is a system whereby you can drip feed relevant content to the right audience when they are most likely to be receptive to it.

Generate Leads With a Compelling Lead Magnet

Every piece of published content on your website should connect to a “lead magnet” through a compelling call-to-action. Lead magnets can be anything you give away in return for an email address. It can be a report, a free consultation, an e-book or other valuable giveaway in exchange for the name and email of your prospect. Even though it is free, a lead magnet should create a great first impression and deliver value to your website visitors. They are an excellent strategy to start the relationship and portray you as a trustworthy authority in your industry.

Build Lasting Relationships Through Content

When you convince your website visitors to hand over an email address, you create an opportunity to stay connected throughout the buying process.

Rather than have them disappear without you ever knowing who they were, you can ensure your business is at the top of their mind when they do decide to do business.

Your content needs to consistently and regularly deliver value to be effective. You can improve your content’s effectiveness by segmenting your leads into different groups. This way, you will only be providing the type of content relevant to your audience’s needs.

For example, a loan officer could segment their audience into investors and first home buyers. Each group has different needs and will benefit more from content that helps them achieve their goals.

When running your business, finding time to learn all you need to know about digital marketing and creating the content to make it work can be overwhelming. Fortunately, digital marketing experts like us can help you create an effective online marketing strategy that will keep your audience engaged with your company. Contact Us Now to start improving your bottom line by capturing and nurturing more leads and generating more sales through content marketing.