In the age of free content – you’re selling yourself short if you don’t have enough.
Now you might be thinking…how can I generate leads with words?!
But prospects view your site and other content usually well before they decide to (or not to) call you.
It’s where they judge your business and whether you are a fit for their needs.
By visiting your website, people should get a clear idea of who you are and what you do – but also what makes you different? (hint: if they can’t tell this from your home page, you’re in trouble). If you don’t have a content strategy – chances are, your competitors do.
Engage first, then sell.
They don’t want to know that you think you’re the leader in*insert service* and pride yourself in being the best in your category. They want to know why you’ll benefit them.
Not only is it important your website content is engaging, you also need ongoing and current content in order to generate leads through Social Networks and in your newsletters.
Engaging prospects is all about staying top of mind until they’re ready to buy.
A few ideas:
- Brainstorm with your company what your prospects’ ‘hot buttons’ are – their problems, their desires, their fears. Then solve them in your content, put it in the headings, and at the top of the page.
- Write a great (but short) White Paper on a topic of interest to them, don’t just write about how great you are (even though you might be!). This means they have something great to take away, and you can capture their details (using email capture forms) so you can keep marketing to them.
- If you want to gloat, let your clients do it for you. If you want to say how great your work is, it sounds much more convincing if one of your clients says it for you. A simple video interview, or just a written testimonial will do.
- Write regular blog posts and newsletters to keep your prospects engaged – keep it simple and comment on recent trends and developments in your industry.