Archive for May 13, 2013

Content and Communication for an Effective Lead Gen System

 

Engaging Content for Lead Gen

Most companies are using content in some form or another – blog posts, white papers or YouTube videos to generate leads. Businesses have acknowledged the importance of content in attracting and engaging customers. It’s difficult to create content that engages customer’s attention easily and once you create engaging content you cannot easily re-use it. But that’s an old idea! The new design is to re-design, re-organize and re-mix old content and use it as brand new.

Communication is Also Important

But content is not the only way of generating online leads. “Like any other medium, a communication system plays an important role in lead generation as well” says Carol Wasserman of iTeleCenter, a virtual phone system for small businesses.  By this time, every business must have known that one of the easiest ways of sounding credible and professional is to allow customers to talk to you in person. This makes your business presence more convincing, especially if you are a small business owner. In a lead generation ecosystem, engaging content and an effective communication system, go hand in hand. One is complementing the other.

Use Both for Your Lead Gen Exercise

It does not matter what form of content you are using for sharing information with customers – blog, podcasts, a webinar or a YouTube video – it’s incomplete without a contact number.  When you share your contact number, it gives your customers a chance to talk to you directly. They can call you to inquire about your product. Moreover, sharing your contact details makes you look more credible.

Most marketers use a biography or a company description at the end of a white paper, an e-book, an article, etc. They often do not include their contact number in their descriptions. But they usually provide a link to their website and it’s not difficult to find their contact number there. It is also one of the most effective business strategies. It actually helps you measure the success of your content marketing.

One Actually Leads to Other

Creating engaging marketing content is difficult and even more difficult is to use it properly for your business benefits.  You must ensure that you use it to leverage the maximum benefit.  A contact number in an advertisement may lead to a phone call which in turn could play a message informing the caller about your website, or about your products and services. The caller could leave a voicemail message with their contact information and now you have a new prospect. Alternatively, a visit to your web page that contains a lead capture form – prompting the visitor to leave their contact info in exchange for an informational report – can also provide you with a new prospect.

Though these three content, communication (through a contact number) and leads – seem to be three different entities, in reality they are all related – one leads to the other.