The success of your Inbound Marketing or Content Marketing Campaigns is often measured by the number of leads generated for your sales teams to follow up with. Creating lead generating inbound marketing campaigns involves many small steps in the process. Not every campaign will require the same steps, but in general there are 12 things you should consider when creating your lead generating campaign.
1. Content Offer
The content offer is the actual downloadable document you are offering to the visitor in exchange for their contact information. Typical content offers will include:
- Useful documents or reference materials
You content offer should match both your buyer persona, and a specific stage in the buyer's journey.
2. Keyword Research
Keyword research or topic cluster strategy would be applied to content offers with a long shelf life. In other words, if you are panning on using this content offer as bait to draw in leads over a long period of time, you will want to research keywords related to the topic of your content offer and include these keywords in your optimization steps along the way to publishing your campaign.
3. Content Strategy
An extension of Keyword Research, building a content strategy around your offer will help increase the campaigns authority and increase website traffic in the long term. Depending on the subject of your content offer you may want to consider converting it to pillar content and building a cluster of supporting blog articles around it.
4. Thank You Page
The "Thank You" page is the first page your newly converted contact will visit after they have accepted your content offer and agreed to give you their information. This is the page which will deliver piece of content you offered. Include the file or download button on this page with clear instructions on how your contact can view the offer.
You may want to use this opportunity to re-engage your new lead and present them with additional content which may help them move along to the next stage in their buyer's journey. We recommend building your "Thank You" page early in the process because as you will find out, all roads eventually lead to this page anyway.
5. Email Delivery
Think about the email delivery as a Thank You page in your contacts inbox. The delivery email will offer the same style of information as your Thank You page, but in an email format to be referenced at a later time and place. Not all of your new converts will have time to consume your content immediately on the spot, the delivery email will allow them to return to this content repeatedly on their own time.
The form you place on your landing page will play a large role in how effectively your page converts visitors into contacts. This is the value exchange of your content offering. The greater the value of your content offer, the more information you should ask for in your form. Finding the right balance of information vs content offer may require some trial runs. If you are finding that your conversion rate is very low, you should probably reduce the number of questions you are asking on your form. If the rate is very high, perhaps you could be gathering even more information about your contacts.
7. Landing Page
The landing page is the place where you will explain in detail what your content offer is, why it would benefit your visitor, and how they can receive the offer. A landing page can be simple and to the point, or long and full of additional information.
The format you select for your landing page may vary depending on what piece of content you are offering. For example, an ebook offer may include a bullet list or points about what chapters are included. A webinar landing page may offer an introduction video or snippet. Checkout this article for more details on landing page designs.
8. Call to Action
Whether you are driving traffic to your landing page organically through other pages on your website, by social media channels, or paid search results, the call to action (CTA) is the language you use to entice visitors to your content offer. A CTA can be text, buttons, or images. Your options for CTA's are really limitless, so pay careful attention to this step as it is essential to driving traffic to your landing page. Learn More about CTA's here.
9. Announcement Email
Unlike the delivery email, your announcement email should be sent to a larger list of previously engaged contacts. Anyone in your contact list with legitimate interest in the subject matter, and has given you consent to contact them, should be sent an announcement email detailing your content offer.
Again, this step is for content offers with an extended shelf life. Refer back to steps 2 and 3 regarding keywords and content strategy. If you created keywords and content strategy for this lead generating campaign, this step is where you will create the blogs designed to engage your audience and drive traffic to the landing page. Blog articles are great delivery method for your CTA's as well, you may want to include a CTA to your content offer in previously published blog articles.
11. On-page SEO
Search Engine Optimization is a very broad subject which we can not go into great detail on in this article. This step in your lead generation process is simply a checkpoint to ensure all of the content you have created up to now is properly optimized for search engines to find and index. If you are interested in learning more about SEO checkout The New SEO for Inbound Marketing.
12. Social Media Promotion
This is it, you are ready to launch your content offer to the world, and start collecting some new leads for your team. Your social media channels are the best place to start spreading the word about your offer. With your social media channels you have a previously engaged audience with legitimate interest in your content and permission to promote your offer to them. This is the best place to generate organic traffic to your landing page.
Following these 12 steps will help your company generate more leads, and nurture your existing contacts along their journey to becoming your next great customer success story. If you have any additional thoughts or steps please leave them in the comments below, we would love to read what you have to say.