Lead generation is a key metric for many marketing professionals. It’s an obvious point at which marketing and sales meet and it’s highly measurable and easy to track through to revenues (assuming the process for contacting and nurturing leads is robust and effective). As such, lead generation is often a key metric by which content marketing campaigns are evaluated and one which marketers need to prioritise and get right.
So how do you go about generating leads from your content marketing campaigns and programmes?
Lead generation needs to be built into your content strategy from the outset. This means starting out with the ambition of creating content which has originality, value and insights such that your target audience will want to engage and consume it. It means making the engagement and consumption process straightforward and simple while capturing the information you want to gather and eliciting a level of trust from the audience to allow future contact. Finally, it means standing out in a crowded content marketplace, so that when your audience sees your content they understand what is expected of them.
Whilst generating Marketing Qualified Leads (MQLs) is usually the ultimate goal for campaigns, it can sometimes be difficult to understand where leads are generated from within the wider marketing mix as well as make sure the leads generated are relevant, business emails that could lead to potential sales.
With this in mind, the mechanism by which you capture leads is less important than the quality of the information that you are able to capture. Business email addresses and permissions to contact prospects are the key, and your capture mechanism needs to be refined such that it is likely to generate these, rather than lots of Gmail addresses.
LinkedIn ad campaigns are some of the most impactful options for B2B marketers because – uniquely among the various social platforms – you can target specific job titles at specific companies, to help you land the clients you want.
Combining this with LinkedIn’s lead generation function means that the leads generated from paid media spend are far more relevant than those on a website, as you can control who lands on the form to begin with.
So that’s the theory and the technical side – in practice, the content being offered needs to resonate with your audiences to get them to click through to the data capture stage. On platforms like LinkedIn, this often means short, sharp content – just a line or two – with an impactful graphic to get people to stop scrolling and pay attention. And in terms of generating impactful content that will genuinely engage your audience and entice them to submit their details, please get in touch with us at enquiries@rostrum.agency to discuss your brief!
About Rostrum
Rostrum is a full-service communications agency, offering PR, content and influencer marketing, social media, training and design. We are among the UK’s top 5 B2B agencies and a PR Week Top 100 agency, specialising in financial services, professional services, consumer and corporate work, as well as crisis management, content and influencer marketing and social media. Rostrum creates campaigns and content to help our clients punch above their weight and we measure everything we do, delivering exceptional value for client budgets.
If you’d like to hire Rostrum, please email us on: enquiries@rostrum.agency. If you’re interested in a career at Rostrum, send your CV and cover letter to: pleasecanihaveajob@rostrum.agency
