Creating Content for Online Lead Generation

Content marketing has become a highly effective form of online marketing for companies in Utah and nationwide. Understanding the benefits and utter prominence of SEO is now an absolute necessity for each member of the team to acquire in order to thrive in the digital age. Quality content marketing is a way for companies to stay on top of their game and keep consumers intrigued by posting frequently and strategically. 

When discussing optimized web content it’s important to understand a few key terms. Lead generation, or online lead generation specifically, is the accumulation of consumer interest or analysis into services or products of a business. Understanding how to acquire this type of consumer interest is essential, as is how to use them to your marketing advantage. 

When you begin optimizing your website or any online content for lead generation, it is best to assess your current state of leads. Is the company so new to Utah that you have no lead generation? Have you been trying and failing for years? If so, where are you going wrong? These are important questions to ask as every company has different strengths and weaknesses. 

The ultimate goal of lead generation is to acquire consumers’ contact information for the purpose of loyalty programs, rewards, list building and e-newsletters. A common method for getting your site visitors to click on a call-to-action (CTA) is to offer something simple. “Free video download” or “free book download” are great to incorporate after presenting a snippet of the content. 

Strive to make your CTA pages as professional as possible, as they can often times appear “spammy.” This can be achieved by catering each CTA page to specific visitors by including links, location keywords such as “Utah”, images and buttons to products or services they have already purchased. 

CTAs ultimately lead the consumer to fill out a brief form with their name and email address. Once it is submitted, they are a lead in your contact list. Following the CTA page should always be a thank you page. Make a connection with your consumers and make them feel special.

Remember, you collected the consumer’s email address for a reason. Send them a kickback, or “thank you” email for showing their interest. HubSpot reports in a study that kickback emails doubled the engagement rates (opens and click-throughs) among consumers compared to standard marketing emails. 

If content marketing is not a strong point for you or your business, contact a qualified ad agency in Utah or location near you that specializes in content marketing to improve your online presence today.

Broc Waring is a writer for Fusion 360, an advertising agency in Utah. He writes for many other clients as well. 

*Image Credit: Flickr