Conversion is the ultimate goal of B2B lead generation through the use of content. Whether you’re using websites, blogs, landing pages, social media profiles or email, success can only be measured by the number of prospects who are eventually converted into paying customers.
Unlike telemarketing or appointment setting campaigns, online marketing takes more time and strategy in order to produce results. Also, it’s much more complex on account of several factors that contribute to a campaign’s success or failure.
There are certainly a lot of different ways to achieve that, but when talking specifically of content as a tool for conversion, everything boils down to 3 aspects:
Grabbing attention through headlines and images
Let’s face it: people online don’t go straight into reading the text of an article. The first line of offense is always the headline and the accompanying image.
When people browse through hundreds of content online, the only ‘filtering’ tool they have is that very brief moment when they read the headline and see a picture that mostly describes it. And in that brief moment, your content must be able to capture their attention, harness it, and back it up by substantial content. Otherwise, they move on to the next, and you lose a potential client.
Being specific. Being very, very specific
A lot of marketers employ a hailstorm of gimmicks to lure readers into reading their content and clicking their call-to-action buttons. That’s great and all, but at the end of the day, you have to tell people what they’re going to get, and you have to deliver spot on.
The worst thing you could do is to drag them into a lengthy series of suspense and diversions only to end up disappointing them with the result. The only way you get them to commit (and be happy about it) is to lay everything on the table and never hide anything.
The power of incentives
Of course, showing them the door isn’t enough. You have to juice it up by dishing out incentives, but these ‘freebies’ have to be relevant to their end goal. To offer them something they don’t or won’t really need would come off as patronizing, and prospects don’t appreciate that. It makes them think that you’re throwing in anything just for the sake of it.