Use Interactive Content to Generate More Qualified Leads
The traditional approach to marketing campaigns and generating new names typically involves sending out an something like an eBook, leads come in, 30-40 days later they’re qualified, then finally once they’re considered Marketing Qualified Leads (MQLs) sales has a conversation.
Why are we waiting so long to qualify these leads? If it’s taking too long and we’re also sending too many unqualified leads to sales, what could we do differently?
We can qualify leads earlier in the funnel, writes Kara Widdison at the SnapApp blog, by having a conversation with our audience. One of the best ways to do this is to use interactive content and encourage them to actively engage with you. For example, if you add interactive content to your eBook you can ask the exact questions sales would, collecting valuable data—just earlier in the funnel.
Widdison argues:
If you’re ready to shake up the way you market to the middle of the funnel—or to your entire funnel, for that matter—interactive content can help support your campaigns and find you better, more qualified leads.
For a documented, comprehensive content marketing strategy that allows you to build in initiatives such as this for every stage in the funnel, The Content Marketing Pyramid allows you to utilize (and reuse) core pieces of content such as eBooks in such a way that you can plan content that turns into qualified leads, which turn into predictable revenue streams.
For more about how to utilize interactive content in this process, click the link below.
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