{"id":8214,"date":"2020-07-20T15:11:21","date_gmt":"2020-07-20T19:11:21","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=8214"},"modified":"2022-02-25T13:07:42","modified_gmt":"2022-02-25T18:07:42","slug":"replace-lost-leads-content-part-iii","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/replace-lost-leads-content-part-iii\/","title":{"rendered":"How to Replace Lost Leads by Doubling Down on the Basics of Content, Part III: The Optimization"},"content":{"rendered":"Reading Time: <\/span> 8<\/span> minutes<\/span><\/span>\n

Welcome to Part III of our series on using content marketing to replace leads lost due to the coronavirus pandemic. If you missed our first two parts, get caught up here: Part I<\/a> and Part II<\/a>.<\/em><\/p>\n\n\n\n

Step 5: Optimize your expertise<\/h2>\n\n\n\n

Consumers are hungry for information and educational experiences. The more useful you can make your content, the more likely it is you will attract high-quality leads<\/a> and be able to nurture them<\/a>. Set your educational content apart with your delivery\u2014using stimulating, interactive elements to keep your audience engaged. Here are some ideas to turn your practical, useful content into exciting experiences. <\/p>\n\n\n\n

Expand your audience with a podcast<\/h3>\n\n\n\n

It\u2019s estimated that 90 million Americans listened to a podcast in the last month<\/a>\u2014that\u2019s over 30% of the population. And 41% of monthly listeners make over $75,000 in yearly salary. By 2021, the podcasting industry is expected to make $1 billion in revenue. Podcasting gives you the opportunity to connect with a new audience, and for a more powerful bond with your existing audience, so it\u2019s hard to imagine why you shouldn\u2019t give it a try. <\/p>\n\n\n\n

We\u2019re not suggesting that it\u2019s easy to build an audience\u2014cultivating listenership for a podcast takes a lot <\/em>of time and a ton<\/em> of dedicated effort. But podcast audiences tend to be extremely loyal and depend on regularly updated audio streams as part of their routine. Here are some things to keep in mind as you try to fold a podcast into your existing content strategies. <\/p>\n\n\n\n

  1. Stick to a simple setup: <\/strong>All you need is a microphone and an audio-editing software like GarageBand or Hindenburg to cut out the vocal tics.<\/li>
  2. Pick a format: <\/strong>Use your podcast to leverage your company\u2019s visibility in your industry. Invite experts from other companies\u2014even your clients\u2014to engage in informative conversations that ideally shed a little light on what they do. <\/li>
  3. Pick a defined insider topic: <\/strong>There should be a somewhat narrow overall theme to the podcast, something that might be adjacent to the services that your company provides. In each episode you can dive into specifics. Remember that your audience will be willing to listen to over an hour\u2019s worth of content if they feel like they\u2019re learning something valuable.  <\/li><\/ol>\n\n\n\n

    Your podcast doesn\u2019t have to be a perfect representation of your company\u2014nor does it have to be approached as a perfect marketing tool. It\u2019s really just one more avenue through which you can gain access to an audience that\u2019s waiting for you, and gain their trust through your smart industry insight. <\/p>\n\n\n\n

    Webinars are a golden opportunity<\/h3>\n\n\n\n

    If it\u2019s true that what consumers want most right now is educational content, then webinars<\/a> are going to be your greatest asset. Digital presentations and webinars should be at the forefront of your new digital marketing strategy. It\u2019s time to abandon the old talking head model that you relied on in the past\u2014focus on making your webinars immersive, multimedia experiences. Here are some ways to approach them with interactivity in mind. <\/p>\n\n\n\n

    1. Promote early and often: <\/strong>Webinars are a wonderful way to generate leads, but to get the best results, you have to know exactly when and how to promote it. GoToWebinar found in a survey<\/a> that over half of all webinar registrations happen the week of, and that 36% of registrations happen between 8-10am\u2014more than half of them coming from email. So email a week before, as well as the day of your webinar, to generate the highest attendance.<\/li>
    2. Pick an engaging format: <\/strong>Add a little excitement\u2014and give your hosts more opportunities to break script\u2014by making your webinar more of a conversation than a presentation. In order to pull this off, you\u2019re going to need more than one host. There are a few alternative formats to choose from. You could try an interview-style webinar<\/strong>, a Q&A <\/strong>with an expert, or a panel discussion<\/strong> with numerous guests. <\/li>
    3. Host a winning digital presentation: <\/strong>Audiences will sit through a lot, as long as they believe that they\u2019re getting something useful out of their experience. That\u2019s part of the reason that the majority of webinars last upwards of 60 minutes<\/a>. There are some simple techniques that will make your presentation even more successful and they\u2019re all about strong delivery. Speak conversationally. This will help maintain an ambience of intimacy, and help keep your audience engaged with what you\u2019re saying.<\/li>
    4. Incorporate dynamic elements: <\/strong>Break the conversation up into narrow, clearly defined segments, and pepper them with interactive, engaging features. That might mean infographics<\/strong>, polls<\/strong>, chat conversations, audience surveys, live Q&As<\/strong>, and videos. <\/strong>The more interactive, the more engaged your audience will be. <\/li>
    5. Nurture those leads immediately: <\/strong>The webinar doesn\u2019t end when the presentation is over. That\u2019s your cue to start nurturing those high-quality leads that you just identified and interacted with during the live experience. Send out a follow-up email within 24 hours of the webinar. Make it as personalized as possible, using the data you collected during the live experience to segment your audience by industry and interest. Here\u2019s a tip: consider using a poll midway through your webinar to identify who might be ready to be contacted by a sales representative.<\/li>
    6. Remember, it\u2019s not just about the live experience:<\/strong> Over a quarter of webinar attendees don\u2019t participate in the live experience<\/a>\u2014they prefer to watch it after the fact. Be sure to record your presentation, and do everything you can to make the content evergreen and engaging for that future audience.<\/li><\/ol>\n\n\n\n

      Turn your digital presentations into virtual events<\/h3>\n\n\n\n

      Once you can properly host one webinar or panel discussion, you know you can produce many, turning them into larger and more immersive events. Here are a few other things to keep in mind as you plan your virtual event: <\/p>\n\n\n\n

      1. Have very clear goals: <\/strong>You should have clear objectives for every marketing initiative you take, but for a virtual event, which takes so much time and effort to prepare, it\u2019s very important to have a specific goal and message. Are you going to launch a particular product? Are you announcing a new partnership? Whatever it is, make sure you begin the venture with clear measurements of success.<\/li>
      2. Bigger isn\u2019t always better: <\/strong>Remember how much effort goes into that one digital presentation. Production takes time, and outreach and promotion take a great deal of time, too. Start small, and grow from there. Remember: if the ultimate goal is to generate high-quality leads, careful and diligent planning of focused events can achieve that.<\/li>
      3. Give yourself plenty of time to prepare: <\/strong>Think of the effort associated with an event as a long play: it extends back to the previous year and goes forward into the future. It takes a lot of time to reach your audience and generate excitement for your digital event. Remember that the content you create for the event will have a much longer shelf life than just the event itself. <\/li>
      4. Pick the right partners: <\/strong>Conferences are a great way to bolster your media relations, and to get your influencers and brand ambassadors creating content for you that can be used long into the future.<\/li>
      5. Find ways to encourage networking: <\/strong>The key difference between a webinar, and a conference is networking. Find ways to encourage your audience members to get to know each other. Organize break-off rooms and small gatherings for select participants to meet and share stories. <\/li>
      6. Don\u2019t forget the swag: <\/strong>Gifts and sample products work just as well in-person as they do at a distance. Have your attendees volunteer some information about themselves in exchange for a hat\u2014or even a sample. This is a great way to get your product in the hands of possible consumers, identifying micro-influencers, and helping to generate case studies and consumer reviews, which can be used as part of your video strategy (see Step 4). <\/li><\/ol>\n\n\n\n