Lead generation is the process of finding and capturing the contact information of potential customers. It follows the brand awareness stage of the customer journey and precedes the nurturing, converting, and retention stages. In the lead generation stage, you collect potential customers’ names and email addresses.
Lead generation aims to collect as much contact information as possible from people interested in what you are selling. Think of it as making a list of warm leads. The more you collect, the larger your list of potential customers.
Today, let’s explore what content you should be doing to attract more businesses and generate leads. Here’s what you need to know:
What is the Power of Content?
Content marketing makes you part of the conversation. It is the art and science of producing content that’s not only relevant but also appealing to your target audience. It gives you the power to influence and allows you to lead.
Types of B2B Content Your Company Should Use
Optimized Landing Pages
Optimized landing pages are the cornerstone of your lead generation efforts. If a visitor shows an interest by completing a form on your landing page, they are not just giving you their contact information. They also agree to hear more from your company.
Now that you have their contact information, it’s time to reach out to them. If your landing page is optimized, you won’t be wasting your time and money contacting businesses that never wanted to hear from you in the first place.
Email Newsletters
Your newsletter should become the de facto way of communicating with your existing and future leads. It’s the easiest way to remind them about your products and services.
The newsletter is the channel for your business to reach a new level of personalization. It’s where you can share content that increases your credibility and helps increase the level of trust you have with your clients.
Social Media Posts
Social media is where people spend a large part of their day. It’s also the easiest way to connect with your leads.
With the right content and a consistent posting schedule, social media is a channel for you to get to know your potential clients more. From there, you can find out what’s important to them and their concerns.
The best part is you can get involved in the conversation right away. As a bonus, you can use your social media posts to track the progress of your lead generation efforts.
Case Studies
Case studies are the easiest way to help your business stand out and look more credible. They give you a way to show that your product or service helped another business grow.
Many businesses are hesitant to reveal how they are achieving their goals and succeeding in their business. Others are unwilling to be transparent and would rather keep their methods to themselves.
One of the best ways to differentiate your business is to show the world what you are doing. By sharing your case studies, you are building trust with your audience.
The Bottom Line
Content marketing is the key to any lead generation strategy. With it, you can collect leads who are interested in what you are selling. It’s not enough to run a business and market to the masses. You need to be more targeted to stay relevant.
Your content marketing strategy should be part of a bigger lead generation plan. It should be part of an integrated approach that enables you to reach people who are most likely transitioning into paying customers.
If you are interested in B2B lead generation, we can help you! WhoKnows creates tools and solutions to make business function better and employees more successful. Whether it’s sharing knowledge across a large enterprise organization, helping someone get a promotion, or helping businesses sell faster, we’re always looking for ways to innovate in unique ways. Contact us today to learn more and get started!
