content marketing

You move your cursor to the top of your browser and hit “refresh” again. You’ve upped your content production over the last quarter. You just know your leads will be growing leaps and bounds.

The page reloads. You quickly switch tabs to compare these numbers to the ones you recorded from last quarter.

What?

The numbers have hardly budged. What do you have to do to generate new leads and improve your traffic?

We’re glad you asked. Generating new leads can feel like an uphill battle, but we’re here to help. Keep reading for tips on how to review your content marketing strategy, boost SEO results and generate leads that stick.

The Digital Genius of Chewy

Not many of us can boast a 51% net increase in fourth-quarter sales. But that’s exactly what Chewy did. The fully-online pet supply retailer had its first-ever net profit quarter this year.

How? They saw an opportunity and took advantage of it.

During the pandemic, two things happened in Chewy’s favour. One, as more people started staying home, they began adopting more pets. Two, people turned to online shopping.

Chewy stayed on top of these changes. To leverage them, the company put nearly 50% more money into sales and advertising. They knew who they were targeting and the exact products to advertise to them.

As a result, Chewy has become a household name in pet subscription boxes and supplies. Now the question is, how do you leverage your circumstances to grow your company like Chewy?

1. Hone Your Target Audience

Have you created audience personas yet? Are you targeting the right people?

Having a thorough understanding of your target customer is key to bringing in more leads. You’ve got to make sure your content and online advertisements speak to the right buyers.

If you’re struggling to keep the leads coming in, try revisiting your strategy. Who are you marketing to? The more specific you can get with demographics, background and interests, the better.

You can also try surveying your previous customers. What are they looking for? Why did they buy your product?

Once you’ve updated your personas, the next step is to review your content strategy.

2. Segment Your Audiences

While we’re on the topic of audiences, you may want to consider segmenting yours.

If your audience is fairly broad, don’t try to make every piece of content fit all of them. A better content marketing strategy would be to cater content to your audience’s key needs. What commonalities do they have?

This might mean developing content streams for multiple client avenues. As long as you keep everything on brand, segmenting your content will help build your leads.

3. Review Your Content Marketing Strategy

And speaking of, think about the last time you reviewed your content. Has it become too general? Are you repeating topics?

It’s helpful to review your content now and then to make sure it’s staying fresh. Don’t produce blogs, articles or posts that aren’t backed up by research and expertise. And make sure your topics are relevant to the time and place you’re posting them.

Strong content sets you up as an expert in your niche. And while you can post higher-level pieces, it’s okay to get specific, too.

When you get into the nitty-gritty with your posts, you’re going to generate new leads. Why?

Everyone else has likely written an article on high-level topics. But only a handful will have written on the specifics.

For example, every tech blog has written an article on the best computer apps of the year. It’s no problem if you have one, too! But have you considered a post on the top 10 ways for stay-at-home moms to organize their lives with Excel?

It’s still a tech article, but it’s niched down to something more specific. Find out where your target audience connects with your product or service and go from there.

3. Promote on the Right Channels

Once you’ve reviewed your audience and content, it’s time to perfect your strategy. Digital marketing is all about ensuring your content gets to the people who need it most. Before you put more money into online ads on Facebook, make sure that’s where your audience is.

Studies are continually done on which age groups spend time on each social platform. This can inform your content marketing strategy as you work to make posts for the right outlets. Unless you can afford it, don’t spend invest in one platform when only a third of your audience spends time there.

4. Use SEO Guest Bloggers

Guest bloggers do two things really well. They take some of the pressure off your in-house writers. And they bring their audiences with them.

Your team of writers may be struggling to keep up with the demand for high-quality content. Bringing in a guest blogger allows you to write more without stretching your team too thin.

You’ll want to optimize the agreement for both parties. Make sure your guest blogger is willing to repost the blog to their social media accounts. You may want them to link to it from a series of blogs on their own website, too.

If you do use a guest blogger, make sure they’re familiar with search engine optimization. If they’re coming from successful blogs, they probably have the right tools already. But make sure you share similar opinions on how to best market your content.

5. Become a Guest Blogger

Additionally, you can become a guest blogger yourself! Putting a guest blog on another company’s site is a great way to leverage their current audience. A greater reach means potential for new lead generation.

The key is partnering with a company whose audience is similar to your own. There’s no point in guest writing for a teen-focused blog if your target audience is seniors.

When you write a guest blog, you’ll get your name and the name of your company or website featured with it. This can drive traffic to your site. When people enjoy your blog, they’ll want to check out what else you have to offer.

6. Use Videos

Video content is everywhere these days. Think of using video as a teaser to what you offer. To convert leads into sales, give clients a glimpse into the products or services you provide.

This could be a sample demonstration of one of your skincare products. Or it could be a client testimonial from your marketing service.

Succinct, authentic material that reflects your brand should be engaging and highly shareable. In the best-case scenario, visitors share your video on social media. This expands your reach and can bring in new leads.

7. Strengthen Your CTAs

Finally, another tip on how to generate leads is to strengthen your call-to-action. Don’t use the same CTA for each post, page or blog.

Think about who’s visiting the page. Why are they there? What do you want them to do the most?

You may not need to promote a product at the end of a post. You may be better served by providing a link to a downloadable resource or another blog. Just remember: a strong, direct, clear CTA will convert more leads than a generic one.

Start to Generate Leads

There’s no reason why your website can’t build greater momentum to generate leads. Review your content marketing strategy and consider whether tools like SEO guest posts or video content may be useful to you.

But if you’re stuck not knowing what to do, you may need a fresh set of eyes on your strategy. At Wicked Funnels, we help our clients build leads and gain a competitive advantage. If you have questions about how to take your marketing strategy to the next level, we’d love to hear about it.

About the author
Moe is the founder founder of Wicked Funnels. He has a Master's degree in Organisational Behaviour from Sydney Uni. And a Master's degree in Programming from UTS. Founded Wicked Funnels in 2017 and since then he has been helping businesses achieve their goals through Digital Marketing.