If you’re reading this, you probably know that content marketing is a powerful strategy to create brand awareness. However, many marketers don’t know how to take their strategy to the next level and utilize content marketing to drive sales.

In this post we’ll explore next level strategies that convert your leads and potential consumers into clients. There are many pieces of content that helps convert leads into sales so let’s explore some of those strategies.

Chances are, you are incorporating some of these strategies in your own content marketing process. And, if you are, there are small changes you can make to create a more powerful content marketing strategy to leverage content to bring in sales.

Downloadable Content

Your best content, like ebooks and white papers should always be gated with a lead capture form. Once you’ve captured their information, you can add them to an email drip campaign and start the process of converting them into a client.

The goal is to create downloadable content that solves a pain point or intrigues your potential consumers. This way they are self-identifying themselves as a potential client. These valuable new leads must be nurtured effectively in order to turn them into customers.

Develop Buyer Personas

Buyer personas allow you to create content that resonates with your potential consumers. Here is a free template to create buyer personas and here are a few things to keep in mind when developing them:

  • What pain points do your target consumers experience?
  • Which types of topics are they searching for when making a purchase decision?
  • Where do they seek out information about brands?
  • What industry are they in?
  • Are they an entrepreneur or an enterprise brand?
  • What type of budget do they have?

You’ll want to create several buyer personas and alternate the content you push out so that you’re equally appealing to them.

In order to develop your buyer personas, you need to get in the headspace of your target consumers and gain a thorough understanding of what they need. Some brands interview clients to help them produce their buyer personas.

Adopt a Strong Email Marketing Strategy

Using your choice of an email marketing platform, develop a strategy that engages all of your leads. Segmenting lists by buying stage, industry, etc. helps you personalize your emails and will increase the likelihood that these leads convert to consumers.

You don’t want your email marketing strategy to be full of sales emails so be sure the leverage valuable content and messaging. Your goal is to establish thought leadership and keep your brand at the forefront of your target consumers’ minds.

I recommend that each new lead gets put in a smart email drip campaign and receives a series of 5 emails. The first 4 provide thought leadership through your content and tips about their industry. The 5th email can be more salesy and include a CTA to try out your brand. Once a lead goes through the email drip campaign, they should be added to a weekly email campaign that emails out all of your blog posts and new content.

Create Case Studies

In my experience, case studies are the strongest type of content to convert a lead into a sale. They showcase another brand just like them that solved a pain point through your brand. This relatable content sparks the interest of a potential consumer and can help them see how your brand will benefit their own brands.

Be sure to add case studies to your email marketing campaigns. You should also make sure your sales team has these case studies so that they can send them out to leads that they are trying to convert into a consumer.

Embrace the conversion funnel

The conversion funnel represents where a lead is in the purchasing process. You want to create content for all stages in the funnel so that you are generating new leads and nurturing current leads based on how close they are to making a purchasing decision.
Awareness: Awareness is when a potential consumer hears about your brand. A few ways this happens are through blog posts, email blasts, ebooks and infographics.
Evaluation: In this stage, consumers are researching your brand as well as your competitors so you want to create valuable content that makes your brand stand out. A few examples of content in the evaluation stage are webinars, white papers, demo videos and FAQ pages.
Purchase: In this stage the potential consumer has become familiarized with your brand and is ready to purchase. In this crucial stage, pieces of content like case studies and testimonials help turn a lead into a customer.

Track Leads

With all of the advanced technology that we have at our fingertips, marketers often neglect a strong strategy that tracks leads.
Google analytics makes it easy to find out how a new lead found your brand whether it’s in a link from a guest post or on social media.

It’s important to track leads because you can refine your content marketing strategy based on actual data. Once you implement a tracking strategy and measure where your leads come from, you should notice that your strategy gets exponentially stronger because it’s built on data.

Have a CTA

Whether it’s an email or a blog post, a CTA to check out your brand through a demo, trial or video so that your strategy helps take your leads to the next level toward becoming a client. Once a potential consumer is intrigued by your content, you want to make it easy for them to learn more about your brand and direct them how to get in touch.

Work with Influencers for Product Reviews

Influencers have large followings for niche topics. You can find influencers who align with your brand through Google or an influencer identification tool. There are content creators for every vertical so analyze your buyer personas and determine which types of influencers they would follow.

Once you’ve identified influencers, give them free access to your product or service and ask them to authentically showcase their experience with your brand.

Consumers look to influencers as peers so their recommendations hold a lot of weight and can bring a lot of leads in for your brand.

Do you have any tips on how content can bring in sales? I’d love to hear from you in the comments below!

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