In this week’s FYI Friday video, I spoke about the important role that content marketing plays for lead generation campaigns.
A lead generation campaign is a paid advertising campaign that is drives traffic to a stand alone landing page where people ‘convert’ – either by filling in a form or by making a purchase. Often, the people landing on a lead generation landing page are people who have never heard of the brand or product before – also known as ‘cold’ audiences.
A few years ago, lead generation campaigns were all the rage – they were a bit of a ‘set and forget’ marketing activity, because once they were set up and optimised, they were pretty self-sufficient and could just run in the background of your other online marketing activities. But a lot has changed since then, and lead gen campaigns now require the support of content marketing activities to maintain their conversion rate.
The reason for this is because user behaviour has changed. Consumers have become a lot more digitally savvy; they have a better understanding of just how quick and easy it is to set up a fake online business with a professional looking website and scam people out of their hard earned dollars. Because of this, consumers now research brands a lot more before they purchase from them.
They are researching to ensure that the brand or business is ‘legit’ – that the product does what it says it does, that the brand/business has a good reputation and that people who have purchased from this brand have actually received the goods that they have paid for.
Active content marketing activities can help you ensure that consumers can do this research quickly and effectively. Nothing is more suspect than landing on a one-page website that claims to be a global brand with thousands of success cases, but you can’t find the brand on Facebook or Instagram.
Having active social media channels helps show customers that you are a real business and puts a face to the brand, thus building some trust that you are legitimate. Add in some reviews or testimonials as well as a link to your full website with access to terms and conditions or shipping/returns policies and suddenly you have enough content for the potential new customer to feel at ease.
I really want to stress that I’m not saying that lead generation campaigns are completely dead – and I’m sure that I’m going to be contacted by at least one person who has amazing success with their lead gen campaign after I post this. I am just saying that content marketing can help make your lead generation campaign stronger and has become an integral element in turning cold audiences who have never heard of your brand into hot audiences that are ready to purchase. Including your social media links or feeds on your landing page is a quick and easy way to show people who land there that you are real.
I’d love to hear your thoughts or experienced with integrating content marketing into lead generation campaigns – leave me a comment below or on any of the BeKonstructive social media channels.