When clients ask us what’s one of the best ways to get more leads coming through to their website, my first answer is always, “through your website content.” If you want to get more leads to your site, then the best way to retain those leads and nurture them to the point that they become customers is to provide them with the information that they came to your site to find. This means:
- Saying “goodbye” to keyword stuffing
- Scrapping any useless “filler” content
- Being helpful to the customer rather than selling to the customer
What is Content Marketing?
Content marketing is essentially using content to attract new visitors to your site, and then to continually provide quality content in order to retain those leads and hopefully turn most of them into customers.
There are a number of ways to run a content marketing program, all of which you can do simultaneously. Some ways to perform content marketing are:
Our favorite method of the bunch: email newsletters (check out our free Ebook on how to enhance your email marketing strategy by clicking here). Email newsletters allow you to continually provide quality content to your leads over time, thus increasing their exposure and, hopefully, their relationship with your brand. That being said, all of these methods allow for a number of conversion opportunities and should be used in your content marketing plan if you want to get more leads. Here are some reasons why:
It Will Boost your SEO
What has become one of the most important factors in getting recognized online is just how well optimized your website is for search engines like Google. In 2011, Google brought a new search algorithm that they refer to as “Panda”. What’s important for any business to take note of this update is that this brand new search and indexing update placed a higher favor on websites that produced popular and unique content on a regular basis.
What does this mean to you? That you need to be frequently updating your blogs, your video marketing, and your additional content on a regular basis in order to get more leads. And you can’t update it with just anything – it has to be of quality. What you produce should both be informative while also providing some soft selling techniques.
Increases your Referral Traffic
Here’s one good reason why you want to have more referral traffic: Referral traffic converts leads three to five times more frequently than organic search traffic. The best way to boost your referral traffic is to include entertaining and helpful content on your site.
If you come up with great blogs and articles and post them to your website, not only will they be more searchable on the web, but other blogs and websites will want to link to you! Now that’s some good free advertising.
Supports your Social Media Marketing Campaign
Simply put, if you have social media accounts but you don’t have any content to share on these sites, then you’re wasting your time. Mike Volpe, the CMO of HubSpot put it best: “Without content, a social media campaign is hollow.”
Similarly to the referral traffic, you want to come up with content that entertains, that’s unique, and that solves a lead’s problem. If you post those types of articles to social media sites, then you’re sure to get an increase in traffic. More traffic to your site means more leads, which in turn means more customers.
An Increase in your Brand’s Reputation
What content marketing really boils down to is that it gives your brand a great boost. By having a well executed content management plan, you get to control your brand’s story. You get to tell people what they should be thinking about your brand of company. This is important, because if you don’t do it, there’s a good chance that someone else will – and you may not like what that “someone” has to say.
If you want to increase your traffic and conversion rates, then content management is the way to go. Providing helpful and entertaining content through a number of different channels (email marketing, blogs, video marketing campaigns, etc.) will help your take control of your brand and have your company become recognized by visitors, by those involved or interested in your niche, and by search engines.
If you’re interested in creating lead generating content for your website, contact us today to schedule your free marketing analysis.