Let’s face it: no one creates content marketing for their health or just to hear themselves talk; content marketing is supposed to generate leads and sales for your business!
So why do so many people struggle to see a direct ROI from their content?
Why You’re Not Getting Leads From Your Content
OK, so in general I see a few reasons why businesses don’t get heaps of leads from their content:
- No one actually sees your offer.
This can be for many different reasons. Topping the list is the fact that the algorithms of social media platforms are set up in favor of the house, which means they want you to pay for ads if you sell something. But just as problematic is the fact that many of us don’t talk about our offers enough, in the right places or to the right people. If only a fraction of your audience sees a given post, that means you have to share that same post exponentially as often to (try to reach) everyone. Plus, there’s all this research on people who need to see a message so many times before it gets in.
- You don’t reach enough people.
By that I mean you don’t reach enough New people every time you make an offer. If you preach to the choir over and over again, you might see a high conversion rate the first time around, but that conversion rate then goes down over time because the same people see the offer. You need to regularly add new people to your audience in order to keep selling – because the truth is, there are people in your audience who never buy from you. They just love you and want to go out. And that’s okay, but we have to keep filling the funnel with potential buyers or you’ll run out of it.
- Your message is not clear.
I’ve been doing copy coaching lately, and one of the things I find myself saying over and over again is that students use “fluffy” language. What I mean by that is that they are talking about generalities, and there is no result or concrete result. If you’re proposing, the problem you’re solving, or the results you’re helping people achieve aren’t clear, they won’t know whether or not they should work with you or buy your offering – let alone if they should grab. your main magnet or follow you or get on your list.
WHY Lead Generation From Content Marketing IS ESSENTIAL: MAKE THE NUMBERS
One of the first things I do on a VIP day with a new client is talk about goals, and then we take a look at the numbers.
For many of them, it is an eye-opening experience.
Let’s say they want to sell 20 spots in their group coaching course or program.
On average, a sales page converts between 1 and 3%. (If you make sales calls, you can track your closing rate, but the average is between 25-50%.)
This means that, to be sure, we need 2,000 people to land on the sales page to see the offer. (20 is 1% of 2000.)
No problem, my client might say, I have 5,000 people on my mailing list!
Which is awesome and amazing.
Everyone on their list will never see the sales page.
* SCRATCH REGISTRATION *
See, the average click-through rate is also about 1 to 3%. (If you know your numbers and they’re better than average, that’s great! Apply them to these equations.)
So 3% of the 5,000 people on your mailing list are …
Even if you could guarantee that a different 150 people would be forced to click every time you send a sales email, you would need to send 14 sales emails to get 2,000 people to your sales page and get those 20 sales.
(And, let’s be real: it’s not 150 different people opening and clicking every time, no matter how many emails you send …)
Now. These are of course only averages (and a very simplified sales funnel).
The first time you throw something? You could have a much higher conversion rate than 3%! Your fans love you and want to buy from you! This is a good thing.
But every time you run the same offer to the same people, you will get a diminishing rate of return.
Some business owners think this means they need a different offer, while often it just means that they need new people to see the offer.
This is why building lists between launches is so important.
Sales reps will say “ABC: Always Be Closing”, but for us I think it should be “ABLB: Always Be List Building”. (Not as catchy, I grant you …)
But that doesn’t mean you always have to host a big event to grow your roster.
3 Quick Ways To Get More Leads From Your Content
- Optimize your website to collect leads.
It seems obvious, but how many of us actually have? In the Leadership Marketer library there is a “Grow Your Mailing List” checklist. which lists 7 ways to optimize your site to collect more leads. When I did all 7, I doubled the number of emails I collected each day from existing traffic.
- Make content part of your traffic strategy.
The second best way to increase the number of leads you get is to increase the traffic you get, and one proven method of increasing traffic is by providing quality content, whether it’s articles from blog, videos or podcasts. The caveat here is that whatever content, it has to live on YOUR website (in addition to any other place you post it) to take advantage of the optimization you’ve done. You absolutely can promote all of your amazing content on social media and other channels – and you should! But all roads lead to Rome and in this case that means sending that traffic to your website so that it can convert.
- Warm up your new prospects.
For most businesses, it’s hard to get a cold new lead to buy from you right away. So before you try to sell to these people at a launch, you’ll want to reheat them with – you guessed it – more content. This can take the form of a sequence of welcome / greeting emails or regular content (see # 2) or both.
It might not happen overnight, but you can build systems that help you always build lists.
But I think too often it’s expected to be automatic before we have installed or tested one of these systems. We have the “field of dreams problem” and think I built a website so people should come …
The truth is, it doesn’t work that way anymore, and in reality you will probably need all three of the above steps more the great occasional list building event to keep your list up to date and have the numbers you need to support your business as it grows.
DON’T THINK LIST BUILDING JUST AS AN “EVENT”
The point I hope to make here is that listing building isn’t (always) a big event that has to happen.
Sometimes it is.
You can host a great webinar, giveaway, or challenge, or create some sort of EPIC content like new training or ebook that you can give away.
These are all great strategies – and if you’ve got a BIG launch coming up and know you need to crank up your numbers, these can be an important part of your pre-launch. It’s important to build this into your editorial calendar so you don’t focus on launching or delivering and forgetting to do it!
But if it sounds exhausting…
You can incorporate more opportunities for mostly automated list building and lead generation into your content marketing plans, which will help you keep your numbers high and your list up to date without having to build something big. huge.
And the more you make list building a regular part of your business that happens automatically, the less exhausting it will be and the more successful your launches – and your business – will be.