How to Use Content to Turn Readers into Prospects
Posted by: Jennifer Woodard | on April 22, 2013
The name of the game these days is information and it is everywhere.
Are you creating enough informative, educational content on your site to attract readers and turn them into prospects?
What do I mean by this?
The internet has changed the way that people search for information when trying to solve a problem. Now we turn to our favorite search engine, type in a few works and wait a minute for the results. We scroll the listing, click on the links and check out the websites listed. In a few minutes, we can evaluate a company, anytime of the day, at our own leisure without ever having to actually contact the company and talk to anyone.
Now the key to search engine marketing is being listing within the top three pages, because research has shown that most people do not look beyond the first three pages.
They are looking for information and looking for the site that provides the information they need. They will look at a number of sites and if the site has lots of content, they will stay around and read what is available.
However, you want to turn readers into prospects, right?
So how do you turn readers into prospects? Well you want readers to do one or more of several things that shows a true interest in what you have to say and offer.
- Sign up for your rss feed
- Subscribe to your newsletter
- Become a fan of your Facebook page
- Follow you on Twitter
- Post comments on your blog
- Invite you into their network on LinkedIn
However, even at this stage they are still readers, but on their way to becoming prospects and hopefully clients.
Now you want to get them fully engaged.
How do you do this?
By providing readers useful information in a variety of formats, such as:
- Blog posts
- White Papers
How do you know what they want and how they want it?
- Try running polls on your blog, website, Facebook page or LinkedIn profile.
- Send out a survey to your newsletter subscribers
- Ask them on your blog, Facebook page or LinkedIn groups
Ask them what they want to know and how they want to receive their information. Although videos and audio is popular, the written word remains the most popular form of information gathering.
Do they want blog posts, eBooks, podcasts, videos, webinars or presentations? Find out and see how many of ways you can present your information.
What other ways can help you turn readers into prospects?
Show readers that you can help them solve their problem. Remember it is all about them, not you.
- Case studies
- Online portfolio
- Free consultations
- Trial offers
Use Google analytics to see how people are accessing your information. Track what they read, download, pages they enter on and exit pages. Analyze what pages they spend the most time reading, where they go once they read that page.
Don’t forget to put a contact form on your website so that readers can contact you. Make it easy for them to contact you. Respond quickly.
No matter what business you are in. Potential customers want to know that you have the answers that they need, content shows that you do.
Are you providing enough content to turn readers into prospects?
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