However, it is not enough to simply create content and publish it on the blog: your audience must read it! You must therefore make sure that it is visible on search engines for those search terms, thanks to SEO and SEM strategies.
With regard to the needs and requirements of the audience, it is useful to make a distinction between conscious demand and latent demand .
The conscious demand is the one that is expressed precisely through the search keys on the engines. The need is in fact clear in the mind of the user: he knows what to look for. SEO allows you to intercept it organically, SEM allows you to acquire traffic for your buyer personas , regardless of your positioning.
In fact, it is a useful strategy especially in the initial stages of promoting a brand, while waiting for SEO to generate its expected lead generation results (consider that it takes several months to position yourself well).
Latent demand, on the other hand, is a need that the person somehow doesn't know they have yet. In order to intercept this type of demand, which doesn't correspond to a certain keyword, you need to act differently, stimulating the audience.
The most classic method consists in doing social media marketing by gaining visibility with advertising on social networks. By doing so, we can intercept our buyer persona while they are browsing their favorite social network. It can be very useful, therefore, depending on the type of business, to act on Facebook , Twitter , Instagram and Linkedin . The communication channel is precisely one of the fundamental traits to investigate when outlining buyer personas.
To convey content, you can also consider adopting the increasingly widespread germany phone number library influencer marketing or content curation . The first consists of exploiting the visibility of a person who has managed to conquer their own audience (targeted with the interests of your brand and the objectives of the lead generation strategy. The second method, content curation, means creating a sort of column that concerns the sector contents most dear to your audience.
Metrics : traffic volume on your site, dwell time, social engagement
Useful tools: Linkedin Ads, Facebook Ads, Google Ads, Bing Ads, Adespresso, Buffer , Hootsuite
Step 3: Convert to Leads
Users at this point, intrigued by your content, will land on your site to learn more. At this point you will have the opportunity to convert them into leads by carrying out the most appropriate conversion rate optimization .
The purpose of converting a user into a lead is to establish a communication channel by acquiring contact information. This is the first crucial success of a lead generation strategy (since a lead is a potential customer for whom a contact channel is known)
This very channel will allow you to strengthen the bond with the user, transmitting further value over time (other articles, guides, videos, infographics, etc.).
