Are you creating awesome content, publishing it on your website on a consistent, regular basis? You’re on the right track, but unless your content marketing strategy encompasses plans for getting relevant eyeballs on those content pages, you’ve still got work to do.
Certainly, intriguing, well-researched and genuinely valuable content will be the foundation of your lead generation effort. The articles, blog posts, webinars, podcasts and whitepapers you offer need to give your audience a feeling of empowerment to overcome their challenges and achieve their business goals. Your content should inspire trust and establish you as reliable, knowledgeable resource.
Without reaching the right audience, however, even the most on-target content will fail to progress your leads through the sales funnel systematically. Considering that B2B buyers are often 57% of the way through their purchasing decision before ever reaching out to an actual person, it’s imperative to ensure that your content reaches and resonates with your audience at all phases of their buyers’ journeys.
Content distribution tactics including social media posting, triggered emails and syndicating blog posts are solid ways to get started with showcasing your content to a wide audience. Familiarity with the ins and outs of ToFu, MoFu and BoFu will assist you in discovering which type of content to push at each stage of the sales funnel. In addition, gathering as much knowledge as possible about your targets can greatly improve your content distribution ROI.
Since 78% of consumers trust customized content, your goal should be to gather intelligence on your ideal targets, and then make sure that the best content gets in front of those targets.
Here are three actionable ideas to achieve maximum content distribution effectiveness for nurturing leads.
Tap the Power of Semo-Automated Social
Social media is a magnificent content distribution and lead engagement tool. Today there are some 2.8 billion active social media users, representing over one-third of the world’s population.
Image source: https://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview
This amazing opportunity to create extensive reach, coupled with the casual, connect-with-strangers social media culture, make social media ideal for content distribution.
One way to remain efficient and avoid overwhelm when pushing out content on media is to automate your posting. It’s paramount to remember, however, to follow automation etiquette. You don’t want to risk seeming automated; your audience needs to believe that there is a person behind the presence.
There are several available tools to help you automate your posting. Here are some great places to start:
- Socedo helps you to identify relevant leads on Twitter and start nurturing them with automated engagement.
- Social Jukebox allows you to set up collections of social posts linking to your evergreen content, with rules for reposting them on the schedule of your choice.
- Narrow enables you to grow your following with relevant audience members, on auto-pilot.
These tools offer features that monitor and analyze your social media activities, so you can determine what is most effective for your brand.
You can even use standard social media management tools like Tweetdeck and Hoot to track the conversations around your delivery methods, ultimately revealing your strongest leads.
Remember to keep your eye on your social media activities in real time. Stay actively engaged. The risk in relying strictly on automation is too great to ignore. For best results, perform some trial and error to arrive at the right balance between social media automation and manual engagement.
Measure Your Distribution Impact
Measuring your marketing ROI must become a standard part of your practice. Since you are likely mixing up your content distribution by employing not only social media channels but also other tactics like SEO, PPC advertising and email marketing, it’s important to determine which practices are successful in nurturing your leads. Given that 93% of CMOs report that they are under more pressure than ever to deliver measurable ROI, gathering statistics about your success must take top priority.
Actively track your site visitors’ referral sources, engagement and conversion. Google Analytics can do this for you – it’s the most popular onsite traffic analytics tool, as it’s free, and the reports cover everything from reverse funnel visualizations to segmented onsite browsing journeys to audience demographic data. Study its findings frequently to monitor not only your site traffic but more importantly, the behavior of your referred visitors.
Leadfeeder, another useful tool which works on top of your Google Analytics account, can collect detailed data about individual website visitors. Are you attracting relevant leads with your content distribution efforts? Leadfeeder tells you exactly what companies your audience members work for. In addition, it provides insight into their specific interests, based on the path they took through your site and which products, features or pieces of content they lingered over.
Image source: https://www.leadfeeder.com/
HotJar is another great tool for illustrating user analytics. It provides heat maps that show you where people are spending the most time on your site, giving you ultimate access to user behavior. HotJar will generate screen recordings that show you exactly what a visitor does on each page they visit. They provide insight into three key elements of user behavior: what brings a user to your site, what causes him to leave, and what persuades him to act.
Proper tracking and analysis will help you quickly make decisions on what to improve in your content distribution strategy and overall sales funnel.
Reach Out to Those Most Engaged
Your most engaged audience members are the people most likely to buy from you. Based on your findings utilizing the tools mentioned above, you can focus your efforts on those who have been sending out signals that they’re interested. Ideally, you can eventually convert these people into brand advocates to foster low-cost, high return marketing.
Put forth your best effort to retain your engaged audience. Consistently provide valuable content and ensure that you’re utilizing a mix of media formats to reach your target audience, including videos, podcasts and case studies.
In addition, you may want to investigate tools that foster onsite interactions, like Intercom. This customer engagement application allows you to communicate with customers personally on your website, inside mobile apps and by email. The focus here is on two-way communication, further nurturing your leads by answering their questions in real time.
Image source: https://www.intercom.com/
When you engage with anonymous site visitors on a one-on-one basis, however, it’s important to remember that these people are not yet ready to hear your sales pitch. Rather, keep the interactions light and focused on being helpful. If you can position your brand as a leader in its industry, and one that’s generous with useful advice, you’ll be able to keep people coming back for more wisdom, eventually advancing them sown your funnel towards closing the sale.
Create Value and Distribute Strategically
Lead nurturing is crucial to the success of your business, and content marketing is playing an ever-increasing role in this process. Recognize that producing quality content is only the start of a successful content marketing strategy; content distribution is critical. Utilize all the tools at your disposal, from the potential reach of your social media channels to the power of lead analytics. Generating as much knowledge as possible about your leads, and nurturing them in every channel possible, will inevitably lead to superior sales conversion performance.