Content marketing has become a very effective tool for generating leads. In fact, content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.
Content marketing is effective because it provides less sales-oriented copy for customers, it can sway homebuyers’ decisions, and even establish a builder as an industry expert.
But if you’re still a little curious why content marketing has become so effective, here are 3 reasons why content marketing is lead generation machine!
Content Marketing Educates
When customers take to the internet, 93% of online experiences begin with a search engine. Today’s customer does not shop for homes the same way they used to over 20 years ago. Because of this, it is up to smart builders and marketers like you to find a way to reach your prospects how they want to be reached, when they want to be reached, and where they want to be reached.
As many of us know, customers often utilize search engines when they are in the earlier stages of the the buying process. Seeing as how a home is more of a complex sale, you can bet your lucky tool belt that your prospects will do some research first. In fact, 90% of home buyers search online during their home buying process before they make a purchase. If more people knew who they wanted to build their home right off the bat, direct traffic to a website would trump search in a heartbeat. So, it may be safe to say that most customers are utilizing search engines to help them make well-informed purchasing decisions.
Because of this, your customers are searching for content to provide them with education on your industry and other matters that may also be relevant to them. As a result, your content marketing efforts can help you build a relationship with your new leads and coach them while they travel through their discovery phase. More to follow on this idea later in the post.
Content Marketing Is Made to Share
If you find a blog article useful, chances are you know someone else that could benefit from the article, as well. I know I’m guilty of sharing any relevant content that I find. Store sales, how-to guides, articles on the 10 types of beer league hockey players, you name it, I’ll share it as long as it is relevant to my friends and family. And what does sharing do?
Sharing increases your traffic!
Even better yet, your article is being sent by some who the recipient most likely trusts! That element in itself is huge and we will examine why right now!
Content Marketing Builds Trust
Has a friend ever handed you food and asked you to eat it? Chances are, you have and you graciously accepted the offer almost entirely out of trust. Now, imagine if you replaced your friend with a random person you have never met. If you didn’t know them and they offered you something to eat, would you eat it? My guess is that you wouldn’t (you may even run away) and that is a prime example on how trust can affect one’s decisions. Oddly enough, the same principal applies to sharing content.
If you receive a link from a friend, you’re more likely to click, sometimes just to even see what comes up. Also, your friend may already know about something you’ve been looking for and what kind of information that may interest you the most, making it super relevant and accessible.
Sharing truly is caring.
Now sharing isn’t the only way to build trust with a prospective customer. As we had pointed out earlier, providing education can also build trust between a lead and a builder. Like an apprentice with their mentor, a customer can learn and grow with the education you provide them and the relationship between the two can grow alongside your conversion rate.
So, if you have a customer base is that is hungry for information, GIVE IT TO THEM! Get writing and start building your inbound content marketing strategy today!