Using content to create web leads is all about understanding what moves prospects to respond. A three-step process based on a proven direct marketing technique rarely fails to deliver results. That’s how:
1. Offer compelling content
Let’s say you are an experienced intellectual property law attorney. A software company owner looking to defend his product name searches the web for information and finds his blog post that offers an informative e-book, “7 Ways to Prevent Trade Names From Being Hijacked.” It is a marriage made in heaven.
2. Sell content first
the blog post is about the value of the free ebook and why you should download it. It does NOT tell you how to keep your business name safe. Only when a prospect is excited about the value of the eBook will they exchange their contact information to download it, which of course is an opportunity.
3. Then let the content sell
The ebook not only explains how to keep a business name safe. It explains to the reader why the areas of special expertise that our attorney has are necessary for success. In the end, it makes it easy for the reader to search for even more information, creating a “double-qualified” lead. Second to a reference, this track is extremely solid.
The art and science of lead generation is based on direct marketing principles developed in the 1920s in the world of mail order. Selling content first is a proven way to help qualified prospects find you and get them to tell you who they are.
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