According to the Bureau of Labor Statistics, 20% of new businesses fail during the first two years of being open, 45% during the first five years, and 65% during the first ten years.
There are many reasons why a business fails, and one of them is a poor marketing strategy. Many businesses fail because they don’t have a well-defined marketing strategy that lines up with the target audience they want to reach.
One of the most efficient ways to attract new leads is by investing in lead generation content.
So, how can you create awesome content that attracts new leads to your healthcare organization?
Here is a quick guide to starting on lead generation content:
Create a buyer persona
A key principle of lead generation content is that your content must conform to your ideal target audience. If you don’t have a precise idea of who your ideal audience is, your content may not generate leads nor deliver the results you want for your business.
To start, define your buyer persona. A buyer persona will provide you with insights about your prospective client and what causes your potential customer to choose your product or that of your competition.
What information should you gather about your persona?
- Biographical information: includes age, gender, income, location, etc.
- Pain points: What are the problems that need solutions?
- Role in the buyer journey: Who is your lead in the decision-making process? Does your lead have the final word when it comes to purchasing your products or services?
- Values or ambitions: What are the goals and ambitions that your customer aims to attain? – Objections: Does your audience have any objections against your products or services? If so, why?
Select the content type that engages your audience
Different types of content can help you attract more traffic and new leads to your website. Select the types of content that most interest your audience.
Some great examples of content that generate traffic and attract new leads are blog posts, eBooks, video content, social media posts, podcasts, infographics, and e-mail campaigns.
Use content syndication
It is not enough to just create awesome content, it’s important to spread the word and get as many eyeballs as possible on your content. An effective way to do that is by making use of content syndication.
The purpose of content syndication is to upload your content to third-party sites to generate more leads and traffic to your website. Some examples of content syndication platforms are Slideshare, Quora, Taboola, LinkedIn, Reddit, Outbrain, and others.
Create a plan of distribution
After the creation of a piece of content, the next step is to define how you are going to distribute your content. There are two main channels to distribute content: organic and paid distribution channels.
Organic distribution channels are usually more economical or free, while paid ads require money to get started.
The main organic distribution channels are search engines, YouTube, Facebook, Twitter, Instagram, Quora, LinkedIn, and others.
As for the paid distribution channels, the most popular ones include social media ads, search ads, native ads, and content discovery networks.
Create compelling content pieces
Compelling content pieces are very important in lead generation. An effective lead generation content piece is specific, easily accessible, solves user problems, and it is easy to process.
A few examples of lead generation content types are checklists, cheat sheets, free demos, templates, tutorials, white papers, and resource lists.
