Content writing is one of the most effective ways to drive traffic to your website. If you’re lucky, people might even make a purchase or sign up to your goodies off the back of your fabulous content.
Not convinced yet? Let’s hit you with a stat – content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Pretty good, huh?
(Source: Demand Metric)
But what do you write about AND how do you find time to write it?! If you’re a marketer with 17398 other things on your to-do-list, content writing often falls to the back of the queue.
Fear not, for I have the answers.
Let’s start with WHAT to write about.
Put your thinking cap on and grab your pen or paper (or jump over to one of my favourite free mind mapping tools, Coggle.it).
Write “Problems and Challenges my Customers Face” in the middle.
Put yourself in your customer’s shoes and think about the issues they face. How can your product or service make your customer’s life easier, how are you going to solve a problem they have? My perfect example is that lots of my clients want to be able to write more content, so here I am writing this blog post!
And this can be applied to whatever industry you’re working in, and includes any and all FAQs you have heard from customers. It’s well worth looking back at customer feedback for some ideas.
So let’s look at another example:
Ice cream maker? Here are a few content topics I just thought of which your customers might like to read.
I think you’ll agree that ice-cream related articles are the most important pieces of advice you could ever possibly receive, right?
Ok, so some of those articles might need jazzing up. Make them visually appealing too. You can whack your camera out and do a bit of photography (or borrow other people’s photography, with permission of course).
But you get the idea. It’s about answering the most pressing questions your audience have and most importantly, adding value.
First up, I want to plug freelance copywriters.
In fact, a lot of websites, brands and bloggers don’t even write their own content, but you’d never be able to tell. For the ultimate time saving tip, ask a freelancer to write an article for you.
They’re pros at writing good copy and will write something which is engaging, action based and you don’t usually have to come up with anything apart from a title, a few keywords and the tone of voice you’re after.
It helps you to free up your time and spend it on other important stuff.
I’d recommend seeking out slick copywriters (Laura Cooper ;P) with a quick Google search in your area. Hopefully they’ve got a website and you can check out their portfolio. I wouldn’t recommend dodgy content mills or people charging pittance, because the quality of the articles probably won’t be great.
This is super useful if you’re looking for quick content to promote something new or react to a current trend.
Obviously, if you’re looking at long-form content or something a bit more complex then you’ll need longer, but you can stick to the same structure.
There you have it. 30 minutes or less… bish, bash bosh. Right, now we’ll time you, 3, 2, 1…GO.
In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.
By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.
In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.
At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.
There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).
They do try to hide it on their website though so make sure you follow this link in order to get to the right page.
The free version of this software lets you:
Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.
But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.
We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.
By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.
There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.
Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.
Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.
Hotjar tools include:
Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.
While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.
For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.
Lead generation doesn’t have to be an expensive endeavour.
What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.
If you believe in your business’ ability to help its customers then all you have to do is let that shine through.
Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.
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