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来吸引客户并关闭销售?

The key to getting the highest possible ROI from content marketing comes from deploying it appropriately across all of your customer acquisition channels.

下面,我们将介绍26种有效使用内容来吸引和关闭客户的方法。选择对您的业务最有意义的策略。

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How to Use Content for Customer Acquisition: 26 Tips to Know

We divided these by channel, but some can overlap with one another. Be inventive with your approach and use this as a foundation for your own innovative ideas.

SEO

您可以拥有惊人的内容,但是如果没有搜索引擎优化,您可能会错过视图和参与度。

1.定期发布新内容,以吸引访问者并改善您网站的“新鲜度”(SEO排名因素)。

2. Update old content on your site for提高搜索性能, in addition to creating the perception among prospects that your site’s data is current and accurate.

3。Build contentfor your website that answers common customer questions. In doing so, you’ll naturally incorporate the many different keyword variations prospects and leads used to discuss your brand’s products and services — improving your search visibility.

4。映射您的内容specifically to buyer intent to improve your search presence for motivated prospects.

Paid Search and Social Ads

如果战略性完成,付费搜索和社交广告可以吸引新客户。

5.开发可以赠送的铅磁铁含量,以鼓励付费广告点击。

6. The landing pages your paid ad clicks lead to should have high-value content to increase the线索得分and relevance of your ads.

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.

Organic Social Media Marketing

通过使用平台以多种方式吸引客户,您可以通过有机社交媒体营销获得真正的创造力。

8. Load all-new content pieces created for your website into your social channels. You can use a tool likeMeet Edgarto ensure they’re seen by prospects who are active at different times.

9.根据您的内容,为社会追随者开发独家内容分析数据tells you will most likely interest them.

10. Use content to drive engagement in free or paid private social groups. For example, a Facebook Group built for your followers is a free option for your company.

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。

梅利莎·拉莫斯(Melissa Ramos),他使用免费的Facebook团体开车$60,000+ in revenue in her first six months of business,通过为她的追随者创建主题日来利用内容的力量:

“我有赢得周三,周四我有一个遵循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.”

根据拉莫斯(Ramos)的说法,诸如此类的内容挑战改善了她与追随者的关系,当她准备推出产品时,将其中的许多人变成客户。这些relationships spark emotional engagement,这导致了狂热的粉丝,向更多人介绍了她的产品。

来宾博客

Writing content to be featured on other websites is a strong way to expand your brand reach.

12.为您的来宾博客构建一个自定义着陆页,以鼓励选择并展示您的表现最佳内容。布朗尼的观点是与您的来宾博客主题最相关的文章进行手工选择。

13. Offer a unique coupon code to guest blog readers (with permission of the site’s owner) to turn individual articles into customer acquisition centers.

电子邮件营销

Your subscribers could be interested in the content you have to share, so you should customize it to their liking.

14. Use interest in the不同的内容作品you’ve created to build email list segments, which you can then target with more specific conversion appeals.

15.要求对您创建的内容作品的订阅者响应,以了解他们的思想和关注点。这将进一步提高您将来发布客户获取内容的能力。

Affiliate and Advocate Marketing

扩大已经在您的品牌上有积极经验的人的声音,并将其转变为互惠互利的营销。

16.供应会员和倡导者,他们可以在自己的客户获取活动中使用高价值,可定制的内容。

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.

宣传和公共关系

The buzz your brand creates can be turned into a valuable marketing tool, do it in a way that feels organic.

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. Create content that’s so exceptional it earns your company press — and consequently — new customers.

当我发行电子书《 100天的增长》时,我做了在前六个月中$ 119,000。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。

销售量

Marketing and sales can be a powerful duo when they work together. Join forces with them using the following tips:

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

21.Have marketing work with sales为了根据特定异议开发内容,您的销售人员在整个客户获取过程中通常会听到。

22.将内容作品纳入您正在进行的铅培养活动中。

23.使用新内容的发行作为销售人员的机会,可以通过增值信息与潜在客户联系。

Offline Ads

While digital advertising is king, offline advertising can reach people where they are and build brand awareness.

24. Advertise high-performing, popular pieces of content case studies or whitepapers your company has produced in your print ads. Encourage viewers to request them from you — a much easier task than trying to get a sale-off a print ad. This will also enable you to better track the ROI of your spend.

贸易展览

Now that live events are returning, it’s never too late to plan for the future.

25. Pay to have your best content printed off and included in gift bags given to attendees.

26. Give exceptional content pieces to top prospects. 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.

我参加的最后一次贸易展览是由AOL创始人史蒂夫·凯斯(Steve Case)主持的休息活动的兴起。在出门的路上,我被递给他的书的免费副本,The Third Wave: An Entrepreneur’s Vision of the Future。I wouldn’t consider it to be a customer acquisition play, necessarily, but it was a powerful gesture that I can still recall to this day.

From Customer Acquisition Tips to Strategy

不用担心 - 您不必使用上述所有策略将追随者变成客户。根据您收到的有关广告系列的表现的数据,选择最适合您的业务的少数几个。

And remember that this list isn’t comprehensive — either in terms of the channels covered or the tactics provided. You may have other opportunities to drive customer acquisition through content that will be even more effective for your brand than the ideas shared in this list.

Editor's note: This post was originally published in October 2017 and has been updated for comprehensiveness.

content templates

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出版2021年9月14日12:00:00点,乌利希期刊指南ated October 26 2021

话题:

Customer Acquisition