Whether you are an affiliate marketing specialist, a web developer, or an agency, content creation is a topic that affects all entrepreneurs and businesses. Whether through a newsletter, a social media campaign, or a blog, most modern companies have turned to content marketing to advertise and develop their activities.
Although public relations and branding campaigns are important, most small businesses and entrepreneurs focus mainly on sales and business development.
Therefore, content written to attract prospects remains the most effective form of marketing in which they can invest.
By creating content that is supposed to attract prospects, you can easily assess the success and direct impact of your marketing efforts, while creating a constantly active customer acquisition channel – benefits that would make all business owners smile. With this in mind, we present three tips to create content that will attract prospects and allow your business to continue growing.
1. Develop and share targeted content at high value
Sharing information and advice is a great way to attract prospects. Investing in creating and sharing high-value information content will help you demonstrate your knowledge and skills as a professional. This will ultimately allow you to establish yourself as an expert in your field.
People naturally turn to an expert when they want to know more about a given subject. When it comes to product and service recommendations, the sharing of an opinion leader will seem more reliable than the advice of an average internet user. People want to be accompanied by experts.
How do you plan to develop high-value informative content that is supposed to attract prospects? First, there are some key elements to keep in mind: the audience, the SEO, and the content format. In order to develop interesting and targeted content, you must have a well-defined audience in mind. It is by defining your target audience that you will be able to optimize your content in a relevant way, by choosing the right keywords, and the appropriate format or medium for its dissemination.
To define your audience, you must create a client avatar or a target client profile. By examining your old customers and contacts in your database, you will be able to better understand who you are writing to and to who you are selling services. By collecting details on their routes, their demographic segment, and their type of personality, you will be able to paint a true picture of your target audience.
Once you have defined your target audience, it will be much easier to choose the keywords to target in your content. Keep in mind both your target audience and your business goals as you create your keyword list. This will help you build a list large enough to reach a large audience while ensuring that the prospects you attract help you achieve your business goals.
Finally, the informative content supposed to generate prospects goes far beyond the usual blog article – think infographic, e-book, or video training. This type of content is generally locked or requires downloading. Content sharing in this format provides you with the contact information of all the prospects that responded to your call to action, which makes these prospects particularly qualified.
2. Maintain a strong content strategy on all channels
Content plays a very important role when it comes to generating prospects for e-commerce activity. The usual forms of advertising are not very well received by consumers today, and more and more companies are realizing that traditional marketing is losing its effectiveness, year after year.
Content is king in digital marketing; it is above all a question of engaging and attracting your target audience by developing and disseminating messages that are both relevant and practical.
To achieve this goal, you must first develop a content strategy to ensure that you share messages with your audience that are related to the objectives of your business and the overall mission of your business.
The reason? Without a strategy to support the content you share, you risk being distracted by ephemeral sporadic tactics rather than focusing on your main business goal. The messages you share on your marketing channels may become disjointed and less targeted, which could confuse your audience. Your calls to action will be ignored, and fewer Internet users will be converted into prospects or clients. The solution – a strong content strategy.
To develop a content strategy, you must define your professional objectives in order to prepare the ground for the other stages of development of the strategy. By basing your content strategy on the objectives of your business, you can ensure that your content serves the most important needs of your business as a priority and that it brings you closer to success.
You will need to define your audience, your list of keywords, and find the content format that finds the best echo in your audience.
3. Implement clear calls for action in your content
If your goal is to generate prospects, you need to make sure that your content is action-oriented. Whichever format you choose – blog, newsletter, or video – you need to tell Internet users what you want them to do next.
The high-value content that you have created and shared is an ideal environment to distill your calls to action (AAC). Your subscribers will already know your message and your objectives. You will be able to present them with an offer that they cannot refuse. Here are some key things to keep in mind when creating a call to action:
- Make your calls to action (AAC) obvious and easy to find – your audience must have no difficulty finding the next step. Make it very easy to respond to your request by placing your calls to action in clear and visible places.
- Create a sense of urgency – remind internet users that you have to act immediately. Otherwise, your calls to action may be ignored if you allow too much time to pass.
- Make sure your call to action calls for the click and is benefit-oriented. Generic calls to action like “Click here” or “Download now” seem to be a chore and create a mental barrier that prevents moving forward. Make sure that your AAC reflects the benefits that Internet users will enjoy by responding to your request to maximize its appeal. A formulation like “Get the e-book now” or “Take advantage of the free test” could do the trick.
- Limit yourself to a single AAC. The more choices or options you have for internet users, the more difficult it will be for them to make a decision, and the less likely they will be to respond to your request. By limiting choices, you will avoid confusing Internet users who will therefore be more likely to follow your call to action.
Persuasive calls to action are essential to acquiring prospects. If there is none, your audience will consume your content and go away, nothing more. It is therefore imperative to include calls to action – without AAC, efforts to create a content strategy and disseminate high-value content will be wasted.
Create content that helps you develop your activity
Time is money for business owners, freelancers, and agencies. When entrepreneurs decide on the initiatives to deploy, they choose the strategies that will have a big impact on the efforts to invest.
If your marketing goes beyond public relations campaigns and typical branding campaigns, and it is optimized to allow you to attract prospects and convert them into customers, the degree of success that you will experience will greatly exceed the efforts that you will invest.
Content that is deployed precisely to generate prospects can become a reliable source of customer acquisition and ultimately prove vital to the success of your business.