Categories: Lead Generation

How to attract new leads with the right content

Are you randomly creating content for your business but not really getting much in return? Would you love your content to result in a new leads that are eagerly waiting for you to call them? This strategy will help you get clear on how to attract new leads with the right content.

Who do you want to attract?

The more you understand about your ideal client – the more likely that you will attract them into your business. Here’s some questions that might help you discover more about them:

What’s their name?
What’s the biggest challenge in their life right now that you can help them with?
How do THEY explain their challenge?
Where would they prefer to be instead?
Where do they hang out online – i.e. what social media platforms do they use?
What blogs do they read (check out what blog posts they share – is their a pattern?

A simple way to gather this information is to pick your favourite client and “Facebook stalk” them. You can find out a lot of information by checking out what groups they’re a part of, what content they share and what they write on their profiles.

Knowing this type of information can help you:

Know what to write
Put a plan together to create a strategic partnership with another business. If they tend to read blog posts by a specific type of business, then see if you can form a partnership with that business and have them promote your content.
Be clear on how to help them achieve their goal.

What stage are they at?

There’s three main stages that all customers will go through before they become a customer:

The Awareness Stage. This is where they start off not realising that they have a challenge. As an example, it could be that you write and article stating “5 ways that a slim person can be as unhealthy as an overweight person”. This will have the person “wake up” and probably start to do some research. It could also be that something triggers them into needing to start some research – e.g. they’ve had a sore back for the past 2 days and want to get rid of it.
The Consideration Stage. This is where the person researches all of their options. They’ll most probably search on Google or ask for recommendations from people in their social network.
The Decision State. This is where they have performed their research and they’re ready to purchase. This is traditionally where business owners have spent most of their time – “buy my stuff!!!”. Remember, people who are at this stage have probably made up their mind on what they want – it’s your job to help them finalise that decision.

Getting the type of content right is critical when you send it to a potential lead. If your website opens with a “special offer – 50% for the next 24 hours” – but the majority of your website traffic are people at the consideration state – you might lose them forever. If however, your website opens with a blog post about “Get your free 7 week plan to help you feel energised” then you can start to build your database up and nurture those leads.

What type of content should you offer?

Here’s a list of ideas for content posts for each stage of the buyer’s lifecycle.

The Awareness Stage:
- Videos
- Blog Posts
- Slideshares
- Free Tools
- eBooks / Guides
The Consideration Stage:
- Webinars
- Case Studies
- FAQ Sheets
- Product / Whitepapers
- Third-Party Reviews
The Decision Stage:
- Free Trials
- ROI Reports
- Product Demos
- Consultations
- Estimates Quotes

Knowing which type of content to offer will help you generate leads from that content. Setup a funnel system where people fill out their details to get access to your content. Once they’ve filled out their details, nurture them with the right content as they step through each stage of the buyer’s journey.

When the timing is right – offer them something incredible like “book in for your free face to face strategy session!”