Not all relationships start out at the “Tweet” level, and this can be interchanged with the blog post as the point of entry, but for this example we’ll say that your potential customer sees your Tweet and is intrigued. This customer now “follows you” and starts paying attention to the information you share, leading them to click a link once day leading them to.
Become the expert is the key here. Don’t pimp your product at every chance you get. Promote the industry as a whole and amazing content within that niche. This will 10x your chance of them contacting you.
Now they are reading a shorty “newsy” blog post that you wrote that discusses some new developments taking place in your industry. The someday-soon-to-be customer gets the sense that you have your finger on the pulse of their business and likes your witty observations.
This will get them even further into your sales funnel as you can expand your vision and trust a lot more in a blog post. I find that over explaining things and over sharing amazing information on your blog is key to winning over customers.
A few weeks go by and our new friend (not yet a customer but getting warm) visits your blog to do some research about an industry topic. While there they find that mega-article you wrote last year but is still relevant, you know the one you spent days writing that is a very fantastic online resource on the topic, if no the best on the entire Internet. Your friend is super impressed by your article, and after a few minutes of reading sees a pop-over call-to-action asking if they’d like to learn more about the topic by downloading the industry white paper you are offering for free. By entering their email to request this, you have now turned a casual website visitor to a very solid business lead.
Once you have their attention and trust you can start asking them for more information such as an email or to fill out a contact form.
The holy grail of content marketing for your industry arrives in your new lead’s inbox. They are super impressed by the information you spent a year compiling that they are fully confident that the products and services your company offers MUST be as good as this white paper you’ve put together. You did after all compile hundreds of survey answers into one well-designed, easily digestible download that no one else would be able to provide a similar service as well as you! Your new lead clicks on the sales page and converts into a lead.
When you have a white paper and you’ve put in the amount of time that it takes, towards the end I always as for their information or a specific action.