The dictionary defines lead generation as “the action or process of identifying and cultivating potential customers for a business’s products or services.” Leads (and ultimately, sales) are what every business works so hard for.
Therefore, it makes sense that every marketing effort should yield leads in the end that can be funnelled into the sales process in order for the deal to be closed. It makes sense that paid marketing tools such as adverts or promotions will generate leads for your business. After all, that’s what you are paying for! But what about cost-effective marketing methods such as content marketing?
How content marketing generates leads
Content marketing helps you to attract, engage with, and delight your clients and prospective clients through quality content. But will content marketing generate leads for your business? The short answer is yes. The longer answer is the how and why of content marketing:
- Content marketing generates leads through increasing traffic to your website where people can learn more about your company and find more reasons why they want to do business with you. There’s a good reason why 90% of businesses use this type of marketing to generate leads for their business!
- Consistently marketing content drives your conversion rate up. Studies show that content marketing increases conversion rates by as much as five times.
- Content marketing builds brand reputation and awareness, which increases lead generation and sales because people want to buy from reputable brands. Think about it this way: you only want to buy from an expert in their field as this guarantees that you are going to be getting the best possible product. Showing brand leadership in a 10-word ad is next to impossible, however in a 700-word article, this is much easier to do.
- It allows you to engage with and educate your audience, which will make them want to buy from an expert in the industry. You are able to use various mediums – such as blogging, podcasting and vlogging – to be able to reach your audience in a way that resonates with them.