How Content Can Generate Leads For Your Small Business

There is a Disney movie that displayed the power of content marketing. See if you can guess what movie this is:

There was a fish who had short-term memory loss who wandered away from home and couldn’t find her way back.

Her parents knew she would be attracted to seashells, so they put seashells in different directions to get her attention. Once this royal blue tang saw the seashells, she got excited and followed the path that led her where she wanted to be: home with her parents.

If you guessed Finding Dory, then you are correct. But how does this relate to content marketing?

Let’s break it down:

Understanding your audience: Dory’s parents knew their daughter wanted to find her way home but wouldn't be able to do it without their help.

Use content to solve a problem: They used seashells to get Dory’s attention.

Promote content on different platforms: They put seashells in different directions to capture her attention no matter what direction she was coming from.

Consistent content: Because there was a path made up of a variety of seashells, it led Dory home.

How awesome would it be to lead customers directly to your doorstep? This is the power of content marketing.

What is Content Marketing?

Content marketing is creating content to attract your ideal clients by delivering educational and consistent information that your targeted audience deems valuable.

You do not need to put seashells outside of your business, but you could consider other pieces of content such as the following:

  • Blog posts

  • Videos

  • Case studies

  • eBooks

  • Podcasts

  • Social media posts

  • Checklists

  • Email marketing

  • Infographics

  • Webinars

  • Presentations

  • And much, much more…

Effectively implementing a content marketing strategy for your small business will help your potential customers solve a problem and get closer to their desired goals while simultaneously building trust. It will also generate more leads for your business. Sounds like a win-win.

Want to see how your content has the potential to generate leads? Take a peek below.

Let’s say you sell boxed garden kits. You can write a blog on the benefits of having a boxed garden. At the end of the blog, offer a guide on which plants grow the best in a boxed garden. In order for a person to receive this guide, they have to provide an email address in exchange. And voila! You have a lead of someone you know is interested in boxed gardens.

After receiving the lead, you can put them into a lead nurturing email campaign where you send relevant emails related to the box garden to gauge how ready they are to purchase your box garden kit. Once you noticed they are engaging with your emails, go in for the sale. Another option is to immediately send an offer to buy the box garden kit after they download. Whichever strategy you choose, it’s highly recommended to have a system in place that will keep your leads engaged.

You may be thinking, “Ugh, just another task to add to my already overwhelming to-do list.” Try this simple four-step process to get started:

  1. Write down your frequently asked questions.

  2. Write down your response to each question.

  3. Turn these Q&A’s into blog posts.

  4. Create a piece of content that would be worth downloading.

We are here to show you how to apply big business concepts to your small business to have a big impact. If you need help in creating an offer, grab the step-by-step worksheet here.

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A 7th Element Company