Generating leads is a key area that all companies need to focus on today. One of the most effective ways of doing this is with the use of content. Below, we take a look at the different opportunities and strategies you can capitalise on in this regard.
Manage lead generation and content marketing
• Create an outreach plan, editorial calendar, and campaign plan.
• There are some important steps to follow when creating a campaign plan:
• Define the goals you want to achieve
• What audiences are you trying to reach?
• What product-related offers, content, and storytelling ideas will you use to engage and convert viewers?
• Planning and budgeting
• Interaction and participation with your audience
• Optimising and testing your campaign
• Generate content assets, including video marketing.
• Enhance your site page templates and landing pages. Personalised onboarding.
• Some of the things you can do to improve your landing pages are as follows:
• Understand the goals of your campaign
• Put together straightforward and simple headlines
• Craft a compelling text flow
• Use original and relevant images
• Employ powerful CTAs
• Highlight the value proposition
• Make sure your landing page is rapid to load
• Optimise your form fields
• CONVERT – Using CRO to boost sales
This is the part of the process where you turn a lead into a sale, so customer experience optimization is key. It is all about making sure your viewers take that next critical step that means they become a paying customer. This can be through offline channels or it can be through online eCommerce transactions.
Boost conversion to sale through reviewing your focus
• Generate and assess website conversion paths and funnels to purchase – both offline and online – and quantify goals for incremental revenue.
• Boost revenue per visit by reviewing omni-channel/multichannel interactions.
• Evaluate customer feedback and analytics.
Create a conversion rate optimisation approach
• Define your approach to conversion rate optimisation (CRO) online.
• Define how critical online communications (mobile, social, email, and search) drive sales.
• Define integration paths to purchase offline.
Manage the continual improvement of conversion
• Use multivariate site experiments and tests, as well as AB testing, to implement CRO.
• Use a behavioural email programme, display retargeting and site personalisation to put a lead retargeting programme into place.
• Optimise ROPO behaviour (Research Online-Purchase Offline). You need to make the online to offline experience as fluid as possible. Live stock updates and ensuring customers can view products from every angle online can help in this regard.
• ENGAGE – Build customer advocacy and loyalty
ENHANCING CUSTOMER ENGAGEMENT
This relates to engagement on a long-term basis. This is about relationships being developed with first-time customers to ensure they become repeat customers and have a high sense of loyalty to your business. To do this, direct interaction, email, social presence, and website communications are used. You also need to build recommendations or advocacy through word-of-mouth.
Assess your potential to enhance customer activity levels
• Use RFM analysis for sales and interactions to assess customer loyalty. You should also quantify incremental revenue potential.
• RFM stands for Recency, Frequency, and Monetary. It is a marketing technique that is utilised to quantitatively determine the customers that deserve the most attention and are the most loyal. It looks at how much the customer spends (monetary), how often they purchased (frequency), and how recently a customer has purchased (recency).
• Evaluate drivers of customer satisfaction.
• Some examples of common customer satisfaction drivers include the likes of trust and communication.
• Review how successful your customer communications are, and do so against usage.
• Improve customer service levels. Resolve customer queries in a variety of ways, including knowledge bases and FAQs and other self-service facilities. You should also make sure questions are answered in a number of ways, for example, social media, email, and phone.
Define a plan to boost customer engagement and retention
• Create a plan for customer engagement.
• Create a plan for merchandising and online personalisation for incremental revenue.
• Create a plan for customer contact (social media and email marketing).
Implement a plan for online customer communications
• Refine or implement personalisation rules on mobile sites and desktops.
• Customer onboarding, for example, newsletters and event-triggered personalised emails.
• Manage email campaigns and social media for customer advocacy and engagement.
So there you have it: everything you need to know about content marketing and lead generation.