We can’t escape it.
Even that little communication device we store in our pocket, or the big one on our desk.
They’re swarming with it.
No longer are the latest headlines constrained to the local news stand – they are there to be consumed, anywhere we go.
For us as marketers, this means more opportunity to find potential customers and show off what we’ve got.
But how can we effectively measure the impact this is having on our bottom line?
According to recent research by Content Marketing Institute and MarketingProfs, 83% of marketers have a content marketing strategy.
The point of all of this?
To get more leads.
The challenge then becomes finding a way to measure ROI within the context of lead generation.
Finding a way to determine content ROI can be a long and arduous process.
The shortest path to figuring this all out is to measure the impact your content has on your audience – then focusing on maximising lead conversions from that content.
Below are three content marketing tactics that when integrated with your content strategy, will help you have a bigger impact on your audience and convert more leads:
1. Tap into social media to understand your audience
It doesn’t matter how good your writing staff are.
If your content isn’t seen or shared, you will naturally find it difficult to close deals.
That means we should develop a social media strategy to better understand our audience and get our content found.
While the importance of this kind of exposure may seem obvious, it will take resources and an understanding of how to repurpose content. It helps to look at how other brands have done this well as part of their content marketing efforts.
Uber, one of today’s leading transportation apps, has successfully managed to implement localized and targeted social media campaigns.
They’ve done this based on different country expectations across their many global locations.
For instance, they display country-specific holiday greetings, promotions with relevant images, as well as announce partnerships with local organizations to increase their influence among specific sectors.
Here’s a quick look at how Uber_NYC partnered with a local New York based food rescue nonprofit:
Image source: https://instagram.com/p/z28sSlSrYs/?taken-by=uber_nyc
These types of strategies are successful because they encourage us to focus on our prospective customers, thus attracting valuable views and increasing our reputation.
While you likely already consider social media a significant opportunity to get more leads, it is up to you to truly understand how to leverage the various existing channels.
2. Use calls-to-action (CTAs) with caution
No doubt you are keen on maintaining relationships and contact with current and potential customers.
But with the abundance of competing products and players in the marketplace, the need to find clever ways to engage customers and encourage them to carry on with their purchase is increasingly complex.
While call-to-actions have a variety of purposes, they all aim to attract customers to a specific item or direction within the sales funnel.
Whether your objective is to gather a list of emails or to get your website visitor to complete the checkout experience – CTAs must be used with caution.
This is because CTAs may hinder your ability to convert leads if not used correctly – backfiring and pushing leads away from your product or service.
Therefore, look for tools that will help you better segment customers so that the CTAs you choose to present to customers will help, not hinder lead generation.
3. Use tools to personalize your content
Mastered the first two tactics?
This one is a little more challenging to implement.
We need to personalize content for our target audience. There is no way around it, content performance is often defined as one’s ability to turn engaging content into ROI, and this third strategy requires digging deeper into our customers’ minds.
For enterprises, this can require investing in interactive tools, bringing in branding experts to join the team, or outsourcing this challenge to an external provider.
Below are three tools that are worth noting for their potential to personalize your content and optimize ROI:
As mentioned, your content is only as valuable as your ability to locate the most appropriate audience for your product or service.
Keywee uses data-driven techniques to analyze your contextual text and present relevant paid advertisements across various social media channels to reach your target audience.
This 4-step process sums up how it works:
Image source: http://www.keywee.co/index.html
One of the main difficulties in effective content marketing relates to presenting targeted and relevant displays to specific customers at different parts of the sales funnel. This challenge requires us to consider unique approaches to identifying user behaviour; such things as past browsing history or time spent on a specific webpage.
If we understand the importance of presenting customer-specific messages to convert leads, BrightInfo has developed a content optimization tool that is able to analyze user behavior patterns to facilitate more conversions.
With user-friendly features to display your brand’s content and product offerings, this tool effortlessly creates a customer journey process that incoming user traffic will want to be a part of.
One great feature of this tool is its ability to be uniquely integrated at various online locations according to the client’s preferences. From a company blog, social media channels or newsletters, to a newly launched website pop-up.
For instance, here’s a look at how leading financial player Payoneer utilized Roojoom to power their content:
Wrapping it up
Content has evolved from catchy one-liners, to more engaging and targeted text used to generate leads.
This transition means that successful content campaigns will not only require creative teams and writing hustlers, but also the adoption of tools and strategies to measure content performance.
Podcasting provided by Odovox.com
Guest Author: Shirley Ben-Dak is an Inbound Marketing Specialist at Inbound Junction, a fast growing content marketing firm based in Israel. She regularly contributes to leading tech outlets worldwide and helps identify and advise some of today’s up and coming startups. A former chess player and avid traveler, Shirley is interested in how entrepreneurship and innovation can contribute to sustainable development.