Did you know that B2B companies that blog generate an average of 67 percent more leads per month than companies that do not blog? Creating high quality, relevant content, such as regular blog posts, is an essential element of effective content marketing strategies today.
Blogging works with other types of content and offers to get businesses found and convert visitors into leads and, ultimately, customers. Let's look at the basic content marketing visitor-to-lead conversion model:
A potential prospect has a problem they need solved.
After using a search engine to find a solution to that problem, they find your contentâ€”thanks to your expert keyword use and SEO.
They read a few of your blog posts and want to know more, so they click on your CTA to download a free eBook.
To access this content, they arrive at a landing page and provide you with some basic contact information: their name, email address, and possibly information about their interests and industry.
3 Reasons Why Your Online Customer Community is a Great Conversion Tool
Reason #1) People Trust Their Peers
Your online community's discussion forums are valuable resources for prospects as they navigate the buyer's journey. They work in similar ways to referrals, giving prospects the ability to ask questions and have them answered by other customers who have first-hand, unbiased experience with your products.
These objective opinions give prospects the perspective they need to make a purchasing decision, and help them feel less pressured by your organization.
Reason #2) Better Insight Into Prospects' Needs and Motivations
When a prospect downloads an eBook, you don't learn much about them beyond what they volunteer on their landing page form. You won't know if the eBook was helpful, if they're interested in learning more, or even if they actually read the eBook.
With an online community for prospects, you can gather ongoing activity data and information about your prospects' motivations and problems. Track their questions and interests through discussion forums and page views to learn what they're interested in, and use that to create a more personalized and relevant marketing strategy.
Reason #3) Dynamic and Fresh Value
Unlike static content offers, an online customer community accessible by prospects isn't something everyone is already doing. This makes it a new and exciting offer that will help your company stand apart from the competition.
Your online community should also have content, such as information on the best uses for your products. Carefully chosen content that highlights your products and services will provide value, and help prospects understand whether or not your solutions are right for them.