Finding high-quality leads can consume a substantial portion of your marketing resources. If your budget’s limited, you’ll need to search for strategies that can promote lead generation while leaving you with enough funds and resources to pursue other marketing areas.
One of the most effective but least expensive lead generation tools is direct marketing through content, such as blog posts, the information on your website, customer contact emails, mailings and other material that attracts the attention of both existing and potential customers. Here are three suggestions for inexpensively generating content topics that will appeal to your target market and contribute substantially to your lead generation efforts.
- Ask sales and support staff who interact directly with customers: Your front-line employees are most likely to know what existing clients and potential customers are looking for. If they don’t already have this information, they’re in an excellent position to ask during follow-up interviews, customer service calls and other periods of contact. They can easily find out customers’ needs and wants, their pain points and the type of features and benefits that will make a company’s offerings more appealing.
- Explore online forums, websites, blogs and other online destinations: The online world serves customers who, in total, display almost limitless interests. Whether a specialized niche or a general topic, there’s likely to be at least one website, forum, blog or other online space dedicated to that subject. Visit these sites to see what people are talking about and what concerns they’re expressing. Then apply their specialized needs and interests to producing content that will generate leads for your products and services.
- Revisit what has worked before: Look to your customer database and content history to see what topics have worked well in the past. Evergreen subjects, or topics that are relevant all the time, can be revisited relatively frequently without loss of customer interest. Even specialized niche topics can serve as the basis for further informative content that can capture interest and support lead generation.
What subjects do you believe appeal most to your clients and customers, and how could these subjects generate content that supports successful lead generation on a limited marketing budget?
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