The Secret to Generating Leads Online

Posted by Joanna Conti on December 04, 2014 in Content Marketing


The world of marketing has changed drastically in recent years.  The vast majority of today’s customers search online when they’re in the market for a new product or service, and the average business buyer will be 57% of the way through their purchase decision process before they are willing to talk with a sales representative. 

These changes represent a tremendous opportunity for smaller companies to grow their customer base.  However, succeeding in this new customer-driven world requires most companies to radically change their marketing. 

Fortunately, it’s no secret what works best today.  Companies which develop powerful, informative content and get it in front of the right prospective customers at the right time are reaping tremendous rewards in the marketplace. 


How to Use Great Content To Drive Sales

Unless you’re one of the few stores in your region selling a particular type of product, the traditional brochure-style website that simply tells what you do is unlikely to bring much business in your door.  Instead, you need to put yourself in your customer’s shoes and answer the questions they are asking such as “what are the advantages of one type of phone system over another?” or “how is Obamacare going to affect my beauty salon’s taxes next year?”

So take the time to think about the issues your customers are facing and write an easy-to-understand article or shoot a quick video telling them what they need to know.  Once you’ve done this, post it on your website with the right title and keywords so it will be one of the first things people asking this question find on Google.

But don’t stop there.  Position yourself as a thought leader and expert in your field by providing this information to current and prospective customers who will find it useful.  And here is where using marketing automation tools to segment your customers and communicate about issues they care about proves its worth.

Restaurant owners will very much appreciate your insightful analysis as to the tax implications of automatically adding gratuities to bills of parties of 8 or more.  Car repair shops will not.  And if you send an email to someone that clearly has nothing to do with them, they are likely to either unsubscribe or automatically banish all future emails from you to their junk folder. 

Finally, if you have created an article, white paper or case study you think is particularly informative, don’t limit yourself to online distribution methods.  Build your base of prospective customers by mailing it to appropriate business owners and consider approaching an industry journal or local newspaper about publishing it.  You’ve invested the time to create something of real value; reap the full rewards!

Want to learn more?  Download our free eBook, Turn Your Website Into a Lead-Generating Machine: