- Agency lead generation strategies are top of mind right now and attracting more leads regularly has become a challenge with more and more content being available online now.
- Agile marketers are paving the path forward combining technology and talent.
- You can boost lead generation using content that adds value to your prospects—content such as white papers.
- Venngage’s Content Marketer, Ronita Mohan shares a five-step guide to design papers that will generate leads for your agency.
Agency lead generation strategies are top of mind right now. Attracting more leads regularly has become a challenge—the world is more online, but that also means that there is more content available.
Rising above the noise to draw in the right leads can seem like an impossible task. But we’re here to tell you that it isn’t.
You can boost lead generation using content that adds value to your prospects—content such as white papers.
While designing white papers from scratch can be tricky, there are online resources to create attractive white paper designs that boost brand awareness and increase conversions.
So, how do you create white papers that convert? We share a five-step guide to design papers that will generate leads for your agency.
1. Target agency lead generation audiences
Before you design a white paper, you need to define the audiences who will read it.
While your agency may have a diverse set of clients, when you’re trying to generate leads, you need to narrow down your focus.
You don’t want to create content that aims to please everyone—the chances are, you will end up attracting no one.
Generic content is easier to create—there’s a proliferation of it online. But you want your content to stand out in the crowd. That is how prospective clients will notice your agency.
To do this, you should study your market segments and answer these questions:
- What pain points do your clients have?
- How can your agency resolve those issues?
- Is your current market large enough for your service?
- Are there market gaps that you should explore?
- What kind of content has already been successful?
Following this process will help you understand your audience’s needs better. This will make it easier to choose topics and designs for your white paper and boost conversions.
2. Define topics for agency lead generation white papers
Now that you’ve defined your audience—and you know your goal is agency lead generation—you need to pick a topic that is suitable for your prospects.
Remember, your aim with your content is to provide solutions to your clients’ pain points—that should be the driving factor behind creating any kind of content.
There are a few ways to find topics of interest for your prospects.
One method is to send survey questions to your existing clients asking them what kind of content they would like to see from you.
You can also look at content that has already done well on social media, past white papers, and blog posts. This will help you decide which topics attract the most views.
Consider searching online for keywords related to your clients. Google’s longtail keyword suggestions are a great place to find new content ideas.
Plus, SERP results give you an idea of what content is being searched for and why.
It is best to get granular with your white paper topics. Instead of creating a paper on the wider topic of brand awareness, the below example focuses on brand positioning.
If you’re writing about email marketing—which is a broad topic—consider focusing on something narrower.
Write about incorporating user-generated content in emails, or how email marketing can be used to improve hiring rates.
You can also focus on specific aspects of your industry, such as the impact of phishing scams on company cybersecurity, or how to outsource IT departments.
The more targeted your topics are for your audience, the more likely they are to engage with your content.
3. Agency lead generation content creation
When you’re creating content designed for agency lead generation, your mind is on sales and conversions.
However, that shouldn’t be the primary thrust of your content. If you create white papers solely to sell your agency to leads, you might end up losing them instead of converting them.
Nobody wants to be sold to—especially when they’re investing time and energy into reading a white paper.
Additionally, white papers are gated content—they require interested parties to fill up a form to obtain access to the paper.
You can’t ask prospects to put in that much effort to get a piece of content that doesn’t enrich their lives or educate them about a topic.
But you do still need to convert prospects into clients. How can you do that?
Your white papers should be educational and informative about the subject matter, like in this example about employee engagement.
Do original research into the topic and include data that backs up your assertions.
Share case studies and illustrated use cases from your agency. Not only do case studies make for interesting content but they also act as testimonials for your work.
The process of attracting prospects should be organic—encourage them with well-researched and well-written white papers.
4. Designing white papers for agency lead generation
Your white paper needs to be interesting and engaging, but it also should be attractive to prospects.
You could create a Word document, export it as a PDF, and share that with your audience. But is that going to get prospects’ attention like this example below?
It is possible to design a white paper that is colorful and detailed with templates and even from scratch.
We outline how to design great white papers to improve your agency lead generation efforts.
Be on-trend with your agency lead generation white paper design
Your white paper needs to follow present graphic design trends. This is important because, while you want to stand out from a crowd, you don’t want to stick out like a sore thumb.
In the foreseeable future, these are some of the design trends agency marketers need to be aware of:
- Muted colors, not bold or neon colors
- Flat icons and illustrations, as opposed to 3D icons
- Geometric shapes, instead of the abstract, flowing shapes of 2019
- Classic Serif fonts, which are coming back into fashion
All these design elements will influence how you create your white paper and how successfully they draw in prospective clients.
Use visuals to design attractive lead-generating white papers
Visual communication has become one of the pillars of content marketing—which is why visuals need to be incorporated into your white paper design.
Start by designing an attractive cover page for your paper.
Similar to book covers, the top page of your paper has the power to draw people to read further, like in this example.
Your cover page should also convey what leads will find within the pages of the paper—don’t mislead them with visuals that are attractive but irrelevant.
Though papers are largely text-based, that doesn’t mean that visuals don’t help engage readers further.
You can use visuals like icons, illustrations, photos, and charts to add depth to your white paper. They also make the content more readable and scannable.
When using photos, look for imagery that reflects your target audience—that will make the white paper feel more relevant to your readers.
Structuring your agency lead generation white paper
We have already mentioned the importance of having a cover page for your paper. But you also need to include an index that outlines the chapters of the paper.
To make the process easier, always include page numbers in your white papers.
Readers will be able to return to sections they are interested in if they have an index to refer to, like in this example.
When you can, try to include quotes from experts in your field—this will give your paper more gravitas. Quotes should be highlighted with a bigger font size to vary the design.
In the same vein, include tables and text boxes that focus readers’ attention on specific facts and data.
Highlight key takeaways in the summary section of your paper—it is best to summarize your findings only after the paper is written.
Add a CTA in your agency lead generation white papers
What is the purpose of your paper? You want your prospects to perform some action.
That is why you need to include a call-to-action in your white paper—so that you can convert prospects into leads, and eventually into clients.
Here are some calls-to-action you can add to your papers:
- Subscribing to your newsletter
- Trying out your service
- Scheduling a call
- Learning more about your business
Ensure your CTA is visible and stands out on your page—this will encourage leads to click on it and travel further through your sales pipeline.
Repurpose content into agency lead generation white papers
Creating content for agency lead generation can be a tough task—especially when you have to build content from scratch.
But there is a workaround for agency marketing teams—repurposing existing content. Instead of creating the text and visuals for papers, breathe new life into what you already have.
For example, your company blog may have multiple posts around one topic. These can be collated into chapters for a paper.
Similarly, a webinar can be used to create a white paper, or a long eBook can be broken down into several white papers.
The possibilities for repurposing content are endless—keep an open mind and you can create papers that will generate more leads.
5. Agency lead generation white paper promotion
Congratulations, you’ve created a white paper! Now, what do you do?
Leads aren’t going to find your paper on their own. You need to actively promote your content.
There are numerous ways to get eyeballs on your paper. Here are a few promotion methods to follow:
Create blog posts around your white paper content and include a call-to-action to download the paper, like in this example.
Leads are more likely to access gated content if it has some context around it.
Promoting your white paper through an email campaign can boost downloads.
Share previews, statistics, or facts from the paper to entice your email list to click through to your paper’s landing page.
Write a follow-up email to everyone who downloads the paper to continue a conversation—this will increase conversions.
Social media marketing (SMM)
Leads use social media to find content and future partners all the time. Sharing white papers on your channels will increase visibility for your content and your brand.
Use social media tools to schedule posts about your white paper at relevant times to your audience.
You can build a landing page for your paper that includes a summary and key learnings—enough information to encourage leads to download your content.
Your page should include a simple form that prospective clients can fill in to access the paper—don’t ask for too much information, or they may be deterred from filling the form.
Promoting your content is a necessary step if you want to create agency lead generation strategies that convert.
Key takeaways: Prioritize audience needs to boost agency lead generation
Creating a white paper is a long process but a fruitful one that brings in more clients. To be successful, you need to follow a few crucial steps:
- Target your white paper audience
- Choose topics that are relevant to your leads
- Create content that will encourage leads to partner with you
- Design the white paper to attract leads
- Promote your content on multiple platforms
These steps will help you create white papers that will boost your agency lead generation efforts.
Ronita Mohan is a content marketer at the online infographic and design platform, Venngage.
The post Agency lead generation: How to create white papers that convert appeared first on Search Engine Watch.
As an estimate, 3.499 billion people that make around 50% of the earth’s population are active social media users. Of that, Facebook alone has over 2.375 billion active users. WhatsApp, an instant messaging app by Facebook, has more than 1.6 billion users.
Despite the fact that Facebook owns a majority of leading social networks, there are many other social platforms where users love to engage and spend time. YouTube, Twitter, LinkedIn, Pinterest, and TikTok are some of the most popular, non-Facebook social media platforms at present.
Marketing on social media is quite different from traditional marketing. In 2018 alone, $ 74 billion were spent on social media marketing worldwide. Why? Because social media marketing yields better visibility and ROI than traditional and TV advertising do.
This blog covers six new and proven social media marketing strategies on the following key areas. Implementing these strategies, you will be able to bring in new customers, build strong relationships and trust, and win back customers that seem to have been lost forever.
Start creating Instagram stories
As mentioned earlier, Instagram has over a billion users. And, roughly, half of its users use Instagram Stories every day.
And that’s where you have a chance to cash in via your Instagram Stories.
Considering the fact that you can build your audience and convert them through your stories, you should have a separate dedicated strategy for your Instagram Stories.
If you too are planning to use Instagram Stories, here are some of the best practices to create Instagram Stories that get views, engagement, and clicks –
- Add hashtags (#)
- Tag your location
- Run polls and encourage users to participate
- Use trending stickers and icons
- Follow the right image and video formats so your stories look good on mobile screens
- Put your popular updates, content, and stories in highlights
- Add links to stories
- Place strong CTAs
If you have a verified business account or more than 10000 followers, you could also set up your shop on Instagram. And then, you can promote your products through your Instagram Stories and ask watchers to take the desired action to buy.
Get started with YouTube Ads
With its 1.9 billion users, YouTube is the largest and most active video social network. At an average, its users spend at least 40 minutes every time they open YouTube.
If you are a YouTube user, you are already aware of YouTube ads being run before and during the videos you are playing.
Imagine your ads being shown to users chosen strategically based on whether they fit into your buyer definition.
Wouldn’t that be a great way to boost visibility and awareness?
You can target users – or show your ads to specific users – based on their Google search and YouTube watch history. Put simply, if a user has searched for a product or term on Google, and you have a product that falls into that category, you can choose to show your advertisement to that user.
YouTube reaches more people than any TV network in the world. Using YouTube Ads could give your brand massive visibility and your sales a big boost.
To set up your video ad campaigns, you will need to create attractive and meaningful videos to engage and delight your audience. Here is a complete guide to create and run your video ads campaign on YouTube.
Increase your reach with Facebook Ads funnel
Facebook’s more than two billion users access the platform eight times a day, either through web or mobile. That makes it the most active social network as well.
Given that, it becomes a platform with plenteous sales and marketing opportunities.
But, to be exact, Facebook is not a place where a user is ready to buy. It is certainly a platform to make a user a loyal customer that not only will buy from you in the future but will also spread your brand through the word of mouth.
If pitched right, Facebook Ads offer higher returns on investment meetings, and in most cases, surpassing your ad objectives and expectations.
The most important element of your Facebook ads is your content, which could be a blog post, infographic, video, live webinar, or eBook. The focus should be on producing quality content that you can pitch your audience.
You can also create the same content in multiple formats so that you can convince people at different stages in different ad formats through different ad sets. Creating and promoting segmented content by targeting it your lookalike audience is the basics of Facebook Funnel marketing.
Remarketing is probably the best feature of Facebook Ads. You could expose your brand (through your ads) to potential audiences multiple times till the time they make a decision.
TikTok Ads for a specific audience
TikTok rose to fame after a revamp, followed by the takeover of Music.ly a couple of years back. This Chinese social network allows users to create 15-second videos while lip-syncing on popular soundtracks, music, movie dialogs, and famous personalities. This fun app is largely popular among teens and those in their twenties.
The platform is available in 150 countries and in 75 languages. On Apple AppStore and Google Store, TikTok is one of the most downloaded free apps.
TikTok is an attractive marketing platform, especially if you have products that interest teens and tweens.
Of 500 million, 26.5 million are from the United States and 43% from India. 66% of its audience is below 30 years. These stats tempt marketers to use TikTok marketing to promote their brand.
IGTV for more views and actions
IGTV is probably Instagram’s best feature from a marketer’s standpoint. Earlier, it was a standalone app.
Back then, using it was an uphill battle for marketers and a confusing affair for the user. It was challenging for marketers to generate engagement and views on their videos.
Now, things have turned easier.
What’s more interesting is: Users can now see IGTV previews on their Instagram feed. And by tapping the preview on their feed, they can move to and watch the video on the IGTV tab which is existent within the app’s interface.
Your videos are also shown in the search or discover section on Instagram – which gets you more views from users interested in videos, products, and services like yours. Strategic use of IGTV gives your brand a chance to showcase your product videos in an interactional manner and stand out.
With that, Instagram and IGTV offer a completely different approach to reach and convert. So gear up and create IGTV specific videos to deliver quality and value, and to gain more views and engagement.
Here are seven useful tips to get started with IGTV marketing
- Create videos in Instagram-friendly (vertical) format
- Keep your video content short and crisp – full of information
- Choose different backdrops or locations to shoot your video. (it helps create visual interest for the audience)
- Conduct game shows and interviews (make sure they are relevant)
- Add subtitles to your videos (and make it easier for users, who watch videos with the sound off)
- Use pop-up texts to send important messages during the video
- Design your cover photo showcasing your title and keywords
Live video marketing
To make your marketing efforts perform, you will need to be different. Social media has transformed how businesses are run. The dominance of video-sharing platforms such as YouTube, Vimeo, SnapChat, and TikTok has ignited a new trend within social media.
Since users spend one-third of their time watching online videos, video marketing has now become an integral part of any successful social media marketing strategy. And for that reason, 87% of marketers use video to market their content and brands.
Evidently, every brand and marketer seems to be doing video marketing. So, now is the time to take a step further and indulge in live video marketing.
Live video is the future of video marketing. People love watching live videos more than pre-recorded videos, as it is more trustworthy. Users know that there is no editing involved and what they are seeing is true and unedited.
According to a survey, 80% of customers would be more interested in watching live videos rather than reading blogs, web pages or customer reviews. Videos are easy to digest, and live videos add a dash of reliability to easy understandability.
If you haven’t started a live video, put together a live video marketing strategy for all social networks that support live streaming.
Since you are managing multiple platforms, you would not want to spend all your time navigating from one platform to another. It makes perfect sense to introduce a social media marketing tool in your process. Not only will it save your time, but also streamline your process and makes it easier for you to analyze and develop future strategies.
The success of your social media strategies relies largely on the experience of the user first on your social media and second, on your landing page. This definitely includes, but is not limited to, the content, the navigation, the design, and the call to action.
To supercharge your social media marketing efforts, you could consider working on the SEO part as well. People still use search engines to find products and services they need. Installing an SEO extension on your website, you can improve its SEO-readiness and performance on search engines.
To end with, here is what you should focus on
- Select the right platform(s)
- Set your goals
- Identify your target audience
- Share what your audience likes to engage
- Make your social media strategies flexible
- Be consistent
- Never leave a chance to interact with the audience
To identify what’s working and what’s not, you should keep a watchful eye on the performance and outcomes of your updates and social media ads. Make necessary changes in your social media strategy as and when needed.
I hope the ideas suggested in this article help you curate an effective social media marketing strategy for your brand. If you have some questions or if you would like to share something, drop a line in the comments section below.
Birbahadur Singh Kathayat is an Entrepreneur, internet marketer and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.
The post Six social media marketing strategies that work and convert appeared first on Search Engine Watch.
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