我们都在同一页面上,为营销目的生产内容很重要。但是,您是为了内容而生成内容?还是您实际上是在使用您的内容attract customers and close sales?

获得的关键highest possible ROI from content marketing来自在所有客户获取渠道中适当部署它。

Below, I’ve covered 26 ways to use content effectively to attract and close customers. There’s some overlap between channels (and I’ve left content marketing off as a channel, since acquiring customers through content is the whole point), so pick and choose the tactics that make the most sense for your business.

26 Ways to Use Content Marketing in Your Customer Acquisition Strategy

SEO

1)定期发布新内容以吸引访客并改善“freshness” (an SEO ranking factor) of your site.

2) Update old content on your site forimproved search performance, in addition to creating the perception among prospects that your site’s data is current and accurate.

3)构建内容for your website that answers common customer questions. In doing so, you’ll naturally incorporate the many different keyword variations prospects and leads use to discuss your brand’s products and services, improving your search visibility.

4)地图内容专为买方意图to improve your search presence for motivated prospects.

In an搜索引擎土地的文章,撰稿人德里克·埃德蒙(Derek Edmond)举了一个示例,说明了该买家的意图映射过程如何用于生产改进SEO并推动转化的内容:

付费搜索和社交广告

5)开发可以赠送的铅磁铁含量,以鼓励付费广告点击。

6) Add high-value content to the landing pages to which you’re sending paid ad clicks in order to increase the Quality Score and/or relevance of your ads (increasing visibility and decreasing costs).

7) Use the data gathered by your ad analytics to identify content gaps on your site that could be preventing visitors from converting into customers.

有机社交媒体营销

8) Load all new content pieces created for your website into your social channels (use a tool like认识埃德加为了确保在不同时间活跃的潜在客户看到它们)。

9) Develop exclusive content for social followers, based on what youranalytics data告诉您很可能会让他们感兴趣。

10) Use content to drive engagement in free or paid private social groups (for example, a Facebook Group built for your followers).

11)鼓励社会团体成员生成可以在其他客户获取活动中利用的用户生成的内容。

Melissa Ramos, who used free Facebook Groups to drive在她的头六个月中,收入$ 60,000+, exploited the power of content by creating theme days for her followers:

“I have Win Wednesdays, I have a Thursday Follow Love Fest, I’ve got Feel Good Fridays and Saturday Sweat where people post their photos of some, like big hike they just did, or the bike ride they went on or playing with their kids in their backyard.”

According to Ramos, content challenges like these improved the relationships she had with her followers, turning many of them into customers when she was ready to launch her products. These关系激发情感参与, which leads to raving fans that tell more people about her products.

Guest Blogging

12)为每个站点的访问者构建一个自定义着陆页,您可以在其中您的来宾博客鼓励选择并具有表现最好的内容(用于手工选择与客人博客主题最相关的文章的奖励点)。

13)向客座博客读者(经网站所有者的许可)提供独特的优惠券代码,以将单个文章转化为客户获取中心。

Email Marketing

14)利用兴趣different content pieces您已经创建了构建电子邮件列表段,然后您可以以更具体的转换吸引力为目标。

15) Ask for subscriber responses to content pieces you’ve created in order to gain insight into their thoughts and concerns (further improving your ability to release customer acquisition content in the future).

会员和倡导营销

16) Supply your affiliates and advocates with high-value, customizable pieces of content they can use in their own customer acquisition campaigns.

17) Develop training content for your affiliates to help familiarize them with your company, what you know about your customers and how to sell to them.

Publicity and Public Relations

18)PR和媒体成员非常抵制伪装成故事的销售投入。取而代之的是,基于您为危及不太威胁的方法创建的内容的音调故事。

19)创建非常出色的内容,可为您的公司新闻报道(以及新客户)。raybet电子竞技

When I released my ebook “100 Days of Growth,” I made$119,000 in the first six months。但是由于这本书收到的新闻报道,我在新的咨询活动中收入的收入甚至超过了192,000美元。

Sales

20) Give away targeted content pieces in exchange for landing page opt-ins (you should be doing this already -- no excuses!).

21)与销售进行营销工作to develop content pieces based on specific objections your salespeople hear commonly throughout the customer acquisition process.

22)将内容作品纳入您正在进行的铅培养活动中。

23) Use the release of new content pieces as an opportunity for salespeople to reach out to prospective customers with value-added information.

离线广告

24)宣传您公司在印刷广告中生产的高性能案例研究或白皮书。raybet电子竞技鼓励观众向您索取它们 - 比试图从印刷广告中销售要容易得多,这也将使您能够更好地跟踪支出的投资回报率。

Trade Shows

25)付款以印刷您的最佳内容,并将其包含在给与会者的礼品袋中。

26) Give exceptional content pieces to top prospects (or to anyone who walks by your booth). Printing costs are cheap -- have your best lead magnet ebooks, case studies, whitepapers or other assets professionally printed so that attendees can carry your brand away with them.

I was at aRise of the Rest最近由AOL创始人史蒂夫·凯斯(Steve Case)主持的活动。在出门的路上,我被递给他的书的免费副本,第三波:企业家对未来的愿景I wouldn’t consider it to be a customer acquisition ploy, necessarily, but it was a powerful gesture nonetheless.

使用内容来推动您的客户获取策略

不用担心 - 您不必使用上面的所有策略来使用内容将关注者变成客户。选择最适合您业务的少数。根据您收到的有关活动性能的数据进行迭代。

Remember also that this list isn’t comprehensive -- either in terms of the channels covered or the tactics provided. You may have other opportunities to推动客户获取通过与我在这里分享的想法相比,对您的品牌更有效的内容。

Got another one you’d add to my list? Drop me a lineon Twitterto share your suggestions.

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最初发布于2017年10月31日8:00:00 AM,2019年7月12日更新

Topics:

Customer Acquisition