5 Effective Content Marketing Tactics for Small Business Lead Conversion

When content marketing works, you’ll get ongoing lead conversions in your small business that feel like they are “almost by magic”. To get to that point we need to look at ensuring our message is super clear, our audience is talked to in every piece of content, and we really know where we are going to sell to them. If we don’t know these three things with clarity, no matter what content marketing tactics you use, you’re going to struggle to see success.

In a content marketing strategy we always take a really holistic view of your business to make sure you know the answers to all of these questions. We sense check, find the holes, and work out where the “lead conversion leaks” are happening so we can strengthen your content marketing web and get it all working beautifully.

How do you know it’s working? Well, the leads are coming in, they’re the right leads for your business and they’re almost ready to be converted into sales (Sometimes they are even converted at this stage, and it’s just a “when can we start” type of meeting! We experience this on an almost weekly basis at Identify, because we focus on using content marketing to warm our audience up. We then teach those same techniques to our clients.)

When looking at a small business owner’s marketing there are five leak areas we check in the content marketing they are doing. This of course first assumes we’ve already defined who the target audience is, and what the offer is.

Our content marketing needs to talk to ALL FIVE CORE STAGES of the customer journey

1. Interested (this is growing an audience)

2. Connected (building trust through expert advice and know how)

3. Nurtured (building trust and driving desire to work with us through personal and professional story, and motivational rapport)

4. Yours (sales content to convert those who are ready)

5. Community (looking after present and past clients and your email list)

When fixing the leaks in your marketing we start with number 5 and then work backwards.

If we don’t start here, we don’t get the balance right.

Often small business owners will focus on one particular area – and this will not help you get results.

Here’s some other parts of the puzzle of improving your content marketing to see more sales and conversions. 

TARGET THE RIGHT AUDIENCE WITH CUSTOMISED CONTENT

To increase the likelihood of converting leads into sales, it’s essential to target your customers with content that’s relevant to their specific needs and where they are in their buyer’s journey. For example, it’s not effective to show an advertisement related to conversion to customers who are only starting their journey with your brand.

To build trust between your audience and your brand, create tailored content that educates them about your services and products. This approach will help establish a relationship based on value and make them feel heard and understood.

PERSONALISE YOUR MARKETING

Personalised marketing is an excellent way to engage with your customers and build a trustworthy relationship with them. By using their name in your emails and addressing their specific needs and preferences, they’ll feel like you’re speaking directly to them rather than sending a generic message.

Using the data you’ve collected from your customers through lead generation forms, marketing automation and previous buyer behaviours, , you can create inviting and engaging emails that make them feel special and unique. People love feeling like they’re getting an exclusive deal or offer, so use that to your advantage by personalising your communication.

CREATE SEGMENTED CAMPAIGNS AND ADS

Segmenting your customers based on where they are in their buyer’s journey will make your content more relevant to their needs and increase your open rates, engagement, and leads. You can use marketing automation platforms like Active Campaign to segment your contacts into smaller groups and create customised EDMs, campaigns, and Facebook Ads.

By being smart with the data you’ve collected from your customers, you can create highly targeted campaigns without bombarding them with irrelevant messages.

USE LANDING PAGES TO CAPTURE INFORMATION

Landing pages are an effective way to capture your audience’s information and use it to nurture your leads. These pages are designed to get your visitors to follow through with your desired action, such as signing up for your newsletter or downloading an offer.

To make your landing page more effective, remove any distractions and focus on creating a compelling offer that your audience can’t resist. Once they’ve filled out your form, you can use their information to follow up with them and nurture them through their buyer’s journey.

If you’re looking to create landing pages, tools like Unbounce can help you create a great landing page quickly and easily.

FOLLOW UP WITH YOUR LEADS

Following up with your leads is essential to convert them into customers. Retarget them with Facebook Ads and offer them exclusive discounts or limited-time offers to entice them to make a purchase.

Use time-sensitive coupons and vouchers to create urgency and encourage them to take action. You can also use retargeting ads to reach customers who added products to their cart but didn’t complete the sale.

Most importantly, continue to nurture your customers even after they’ve made a purchase. Maintain a relationship with them by communicating regularly and providing them with valuable content and offers.

By following these strategies, you can nurture your leads throughout their buyer’s journey and create a relationship based on trust and value.

We LOVE helping small business owners get better results from a well constructed marketing strategy and content marketing action plan. Know you need this?

We’d love to work with you! Make a time to talk to Rachel about how we could help your small business.