In this post I’m going to throw some light on how you can generate more leads with content writing consistently.
Every business wants to generate more leads. A lead is when a prospective customer or client approaches you (through your contact form, through a phone call, through an email, through an advertisement or whatever mode of communication) and shows interest in your product or service.
Leads may have different meanings for different business models. Generating leads doesn’t necessarily mean people coming to you to buy your product or service. A lead can also be when someone subscribes to your email newsletter. A lead can also be a casual inquiry.
Basically, whenever someone shows interest in your business for the sake of buying one of your products or using one of your services, he or she is a lead.
Businesses eagerly pay for leads. There are many websites that sell you qualified leads – people leave their requirement on the website and then the website contacts you telling you that someone needs your product or service. Then it is up to you whether you make use of that lead and do business, or squander it away.
Why generating leads are important for your business?
It’s easier to sell to people who are interested in buying from you, compared to those who are not interested. Hence, there is a greater chance of a lead turning into your customer or client, if you strategically lead your lead to the ultimate point of making the purchase. Leads are easier to convert.
It is very difficult to get noticed on the Internet these days. For every business there are thousands of contenders. If you use advertising, your competitors can too. If you think you can improve your search engine rankings there are thousands of others who think on similar lines and may even outrank you in a matter of a few weeks or a few days.
Hence, there is a constant cat-and-mouse game going on and the more businesses try to vie for attention, the more noise they create, and the more noise they create, less it becomes possible for prospective customers and clients to understand their marketing messages and even if they can understand, it becomes difficult to distinguish one business from another.
A lead immediately changes the scene. You’re not vying for the attention of your customer or client – he or she is already interested in you. Your business or your brand has got his or her attention despite all the noise. This is a major gain. It’s like in a crowded party full of strangers someone has walked up to you and have started a conversation.
Content writing and how the process of generating leads has changed
I specifically mention content writing because this is what I provide – content via writing. For your case, content can exist in any form. It can be videos, it can be images, it can be infographics, it can be slideshows, it can be Instagram posts, whatever works for you. So, when I see content writing, you can call it video publishing or email marketing, or whatever comes to your mind.
In the olden days, marketing was all about telling people how great your business is and what they stand to lose if they don’t use your product or service. Advertising and marketing was unscientific. It was like throwing lots of gooey mud on the wall expecting that some of that goo would stick.
Marketing these days, especially after the advent of the Internet, is more customer-centric. Through your content writing, you don’t promote your interest, you promote your customer’s interest.
For example, when you’re reading about my content writing services, do you want to know what an awesome writer I am, or do you want to know how I’m going to help you generate more leads and consequently, more sales? Obviously the latter.
You couldn’t care less if I have written books or if I have earned citations for my pros. Yes, it may reassure you that I know a thing or two about writing, but your primary concern is, whether I can help you generate more leads and grow your business.
So, when I write, I’m constantly addressing your concerns. If you’re reading this blog post, you want to generate more leads. You don’t want traffic, you want people on your website who would buy from you or subscribe to your newsletter or do something that makes you money. Can I do it? This is what you want to know.
This has changed across the board. No matter how big a business you are, if you don’t impress your customers, they’re not going to give you a second glance.
So, how does content writing help you generate more leads?
You want to be a part of your customers’ lives. This can be achieved by providing highly useful and high quality content on an ongoing basis using the channels your prospective customers and clients use. You cannot simply tell them to do business with you because one, there are many choices available these days and two, there is always this other business that is more eager to engage, interact and provide a meaningful relationship rather than always wanting to sell.
It’s very logical.
If you have a business, you don’t need to repeatedly tell people that you have a business, your customers and clients know it. If you have a product or service to sell, provided there is no ambiguity in your messaging, everybody knows that you have a product or service to sell. You don’t need to repeatedly tell people how great your furniture is, how exceptional your web designing is, what an awesome make-up artist you are or what a prodigal content writer you are.
I’m not saying you should never tell people what a great business you are running, but you don’t need to do it constantly.
But if you don’t do it constantly, you fear losing your customers and clients to your competitors. What you do then?
You publish content that is useful to your prospective customers and clients. This way, they want to hear from you rather than you wanting to talk to them.
People who positively receive your content are also your leads. They may not buy from you immediately, but if you constantly engage them, if you provide them value through high-quality content writing, then when they eventually need the products or services that you provide, they’re going to come to you.
Another benefit of content writing is that it improves your search engine rankings. Search engines are continuously looking for new content to index and rank. As their crawlers find new content, they push the older content down and if the newer content is good, they push it higher. This is an ongoing churning that is happening every second.
Higher search engine rankings can bring you practically unlimited leads.
To generate qualified leads, you may decide to focus on the following channels:
- Your business blog and content marketing through it
- Website optimization and usability improvement
- Search engine optimization
- Social media marketing
- Email marketing
- Press releases
Content writing plays a pivotal role in every channel. You need well-written content for your website so that you can clearly communicate your message, people can understand it, and then decide to do business with you.
Search engine optimization is not possible without well-written, optimized, relevant and quality content.
Even if you write just 2 sentences, your social media marketing is incomplete without good content writing.
Email marketing and press releases solely depend on high-quality content writing.
All these are lead generation channels.
As you can see in the above image, unlike the older ways, you don’t go to your customers and clients and urge them to buy from you.
You create funnels through high-quality content that you disseminate using the channels your prospective customers and clients use.
Whether it is personal branding or business branding, your brand should be familiar to them and they should respect your brand. They should value your content. They should be able to use your content to improve their business and enrich their lives.
Many of my clients think that this is a long shot but it is not. It is a sure shot way of generating more leads following a well-defined path. Give them value through quality content writing and content marketing and they will buy from you.