5 reasons why your content doesn’t generate leads – WAU
Investing in attracting visitors to a website is an indispensable strategy in digital marketing. However, it is not enough to generate traffic, it is necessary to build an audience, a contact base for your potential customers. After all, the people who access the page are anonymous, but the leads are not. The main advantage of creating efficient tactics […]
Investing in attracting visitors to a website is an indispensable strategy in digital marketing. However, it is not enough to generate traffic, it is necessary to build an audience, a contact base for your potential customers. After all, the people who access the page are anonymous, but the leads are not.
The main advantage of creating efficient lead generation tactics is having the opportunity to approach and educate the public along your journey. With that, it is possible to establish an intimate relationship with this audience.
Thus, when the consumer gets closer to the purchase decision, he will be more prone to consumption. Consequently, salespeople will need to spend less time to convince you.
Many companies have already realized that generating leads is essential to increase sales. But some brands have discouraging surprises when it comes to generating results.
To help identify the causes of this very common problem among companies, we decided to address the 5 reasons why brands create content, but do not generate conversions.
1. You didn’t write for your persona
It is quite common to find companies – especially those that are taking their first steps in the digital environment – that have no defined personas. This is the biggest cause of the failure of many strategies in lead generation. After all, if the brand doesn’t know its audience, it’s difficult to create relevant content for them.
Thus, it is very likely that the persona does not feel interested in the material offered. If people do not find the content useful and valuable, they will certainly not make your contact information available in exchange for it.
To prevent this from happening to your business, define your persona to better guide your future actions. The ideal is to interview key customers and gather demographic and behavioral information. The more details, the more the company knows its audience and increases the chances of producing attractive content.
After collecting the information, it is necessary to personify, that is, create the character that represents the ideal client. Give a name to the potential customer and share it with everyone in the company. From there, the persona should guide all content marketing strategies.
To help you, meet our Fantastic Personas Generator.
2. Your content generates little value
Not generating value is closely linked to what the persona values. Therefore, it is extremely important to know it before producing content. In addition, identifying your audience’s pain is part of this strategy, as well as tracing the purchase journey.
Before a lead becomes a loyal customer, it follows a path and each phase of this path needs appropriate content. In general, to attract leads, it is necessary to offer very valuable material.
EBooks with specific content are excellent formats to increase conversions. The objective of each content is to always lead the persona along the journey until he becomes a customer. Therefore, try to detect the real difficulties faced by your audience and help them solve these problems.
3. Your Landing Pages are not clearly visible
Even though the content is irresistible, it needs some techniques to be found by the persona. Many landing pages are not found by the public on search engines and this negatively impacts conversions.
Invest in SEO tactics so that the site reaches a prominent position on the first page of Google. Choose keywords relevant to your business, create friendly URLs, use terms in page titles and subtitles and have a layout that loads quickly and is adapted to mobile devices.
Basically, these are the main factors that contribute to the optimization of a website. With these tips, your content can gain more visibility and, consequently, more people will have access to your landing page.
4. Your content and Landing Pages do not have CTAs
Calls to action are essential, as they further encourage conversion. Every form must have a phrase encouraging the lead to take action. It can be “download for free”, “request a quote”, “sign the newsletter”, “I want my material now”, among other phrases.
The goal here is to make the visitor come across the landing page and become a lead in a few moments. Another interesting tactic is to insert these calls in buttons with contrasting colors and just below the form.
Even if the landing page is found and has an attractive call, this is not enough to succeed. When generating leads, there are no ready-made formulas and, therefore, it is necessary to test frequently.
Use the A / B Test technique to identify which form generates the most conversions. It is important to note that only one element at a time should be tested. In this way, it will be possible to detect which component brought the most positive results.
If you want to maximize your return on investment, do a test by varying only the colors of the buttons, for example. This can make a lot of difference in lead generation.
5. Your material was not well promoted
Although SEO tactics are extremely effective in disseminating content, they generate significant returns only in the long run. For this reason, investing in ads to promote landing pages is a very interesting strategy and the best, faster.
Try to invest in promoting the content through sponsored links so that the offer gets prominence on the first page and above the organic results. Social networks also offer excellent advertising solutions at an affordable cost.
Another way to spread the word is to do email marketing. But remember that segmentation is essential to avoid the risk of becoming SPAM. It is very important to send messages to people who are really interested in receiving them. So, segment your audience so you don’t miss the opportunity to be relevant to people.
In addition, you can create a relationship with influencers in your market and increase the chances of reaching others with your content. Identifying media outlets that address the topic of your segment is also a great idea. So you can send content that generates more visibility for your brand and your content.
Lead generation is only part of the strategy in the digital environment. However, this tactic is powerful in reaching people who are interested in your business. So, follow the valuable tips shared in this post to boost your conversions right away.
Still have questions about how to generate more and more leads for your business? Leave your comment here in the post!