As you know, all marketing efforts must be properly identified and orchestrated to provide real results that also mark the correct path to achieve measurable and scalable objectives.
If you generate actions independent or isolated from your final objectives, you will rarely achieve what you want.
The conversion process suggested by Inbound Marketing should be quite natural, no one is forced to buy from you or hire you, they should be the ones who decide to look for you once cpa email list they make the purchase decision.
But that doesn't mean you shouldn't take actions that allow you to stay close to it, on the contrary, you have to generate actions that allow you to have it close and for that to happen, you have to focus on creating content that guides it in all its stages: Discovery (TOFU), Consideration (MOFU), Decision (BOFU)
Therefore, you need to ensure that your calls to action ensure the lead's natural passage through the sales funnel and not ask a lead to take action when they are not ready to do so.
Genwords Examples: Most Successful eBooks
At Genwords we have managed to get a lot of our content right. We believe that this has been the result of applying everything mentioned above to our Content Marketing strategies. Here we mention a few:
Guide to Inbound Marketing
This is an introductory eBook to explain some of the pillars that support Inbound Marketing as a methodology. It is an eBook designed for leads in the TOFU stage and so far it has yielded good results:
1454 visitors.
807 leads.
55.50% conversion.
Content Marketing KPIs
As you well know, marketing strategies must be monitored through KPIs, which will tell you how effective the actions executed have been. With this eBook, we intended to address leads that were in the MOFU stage . The results were:
963 total views.
69.47% conversion.
669 leads.
Tactical Manual of Content Marketing
We understand that Content Marketing delivers good results when it is well planned, so with this material we wanted to provide tools that will help our lead to get organized . With this eBook, we achieved amazing results:
2530 visitors.
52.85% conversion.
1,337 leads.
eBooks and Marketing Automation
After we get those leads (with the help of eBooks), comes a special treatment through marketing automation in order to generate more touches through emails that arouse the interest of these leads to learn about our services.
That is, through a rating system we determine who might be interested in learning about our services, and who definitely isn't.
And that is what it is all about, that is, it is very good to have indicators that allow us to know the impact of our actions, but it is even better to get down to work to determine what to do with these numbers.
In our case, it is the beginning of highly segmented strategies to sell to those who really meet the criteria of our Lead Scoring and not to those who are only interested in learning.
You should always keep this in mind when creating an eBook. Always think about how you can follow up. What are you going to do with the information you collect? That's why choosing which fields will go on your form is very important.
They are not just there, the intention of the form is clear; it is about obtaining data of interest from the leads in order to subsequently start creating campaigns that allow them to be pushed naturally through the sales funnel, nurturing them until they themselves decide to contact us.
Ebooks are a really powerful material, so once you make your first launch, pay attention to the following signs:
How many downloads did it get?
What is the number of visits where the eBook is?
Apply a versus, that is, how many downloads did you get vs. the number of visits to the link where the eBook is?
If you shared it on social media, do you have a way to measure the impact? Shares? Reactions? Comments?
Any data that you find interesting should be added to the list to determine more accurately everything related to the impact of your downloadable material .
Now that you have some tips on how to create an eBook and give substance to your Content Marketing strategy, start working to get the best results from this material.