Launching a lead generation strategy can be exciting, but there’s no better feeling than when it pays off and your B2B company actually has the number of leads it needs to be successful.
Sadly, for many marketers, this ecstasy is short-lived when they find out what their average cost-for-leads is. It becomes clear that, if something isn’t changed quickly, the strategy that seemed so promising may actually turn into a major problem.
3 Ways You Can Use Content to Cut the Cost of Your Leads
There’s a lot to be said about the importance of publishing high-quality content to your B2B company’s website. Sharing it on social media can be extremely helpful, as well. The right content doesn’t just help to bring in organic traffic. It can help you build authority and qualify your company to prospects, as well.
Content can also go a long way toward dropping your cost-of-leads. Whether it’s currently out-of-control or you’re just worried it may be heading in that direction, here are three ways content can efficiently clip those costs.
1. Invest in Intent Data
At Hushly, we’re big advocates for the power of intent data. As the name suggests, this is data that reflects how someone behaves online with the goal of linking individuals to particular topics of interest.
So, if you sell CRM software, it would help to know if a prospect is reading your content because they’re trying to more effectively follow-up with leads or simply increase their lifetime value. Intent data would show you this, making it easy to deliver them the most relevant content.
Without this advantage, it will not only be difficult to keep your cost of leads down, but to convert them, as well. Imagine the prospect who wants to learn about how CRM can increase lifetime-customer-value who is shown several pieces of content on other topics instead.
They might stick around.
But they may also just go back to Google to see what the rest of their options are.
2. Switch to PPC Until You Have a Better Handle on Your Prospects
Every B2B company should have a plan for securing a reliable stream of organic traffic. It’s not just a high-ROI strategy, it can also be one of the most effective methods of increasing conversions, especially with long buying cycles.
These benefits are only reserved for those companies that know how to create the kind of content their most qualified leads want.
Again, intent data will help with this.
Until it does, though, you should consider focusing more of your marketing budget on paid ads that target those prospects directly. This will help cut your cost of leads and give you a reliable ROI while you take some time to better understand what kind of content works best for your market.
3. Conduct a Content Audit
Finally, one of the simplest steps you can take toward cutting the cost of your leads is by actually looking at the effectiveness of the content you create.
Even if you were to create all of your own content, there would still be a cost involved. That’s a lot of time spent away from other important priorities.
Of course, most B2B executives are paying others – either employees or contractors – to handle content creation for them.
That’s why it’s so important that you go back and see what’s actually working and to what degree. Otherwise, you may continue to invest in content types that offer little-to-no ROI. Your client acquisition costs will always remain inflated, then, because you’re paying for content that doesn’t move the needle.
There are a number of benefits to conducting a content audit, not the least of which is that it will help increase organic traffic, something that should then help you drop your costs significantly.
However, a detailed audit will also show you what kind of content to quit creating, what kind to double-down on, and even what kind may have potential but deserves further consideration.
Cut Your Cost of Leads by Converting More of Them
Implement the above advice and you’ll quickly find your company’s average cost of leads drop. Even just switching to PPC can give you some valuable breathing room while you consider the other two.
That said, we are also very proud to offer a platform that will increase your conversions immediately. Nothing will make your leads cost less than being able to convert them quickly and we guarantee that your lead generation and ABM conversions will increase by at least 51%.
Sound too good to be true?
That’s why we would be more than happy to prove it. Contact us today to set up a free demo.