5 Marketing Strategies Guaranteed to Generate Quality Leads in 2020
In 2019, we saw a large increase in the use of video in marketing, conversational marketing, and higher importance placed on personal branding. Though many of these strategies are still relevant, recent consumer trends dictate new strategies that should be considered as you develop your 2020 marketing plan.
What are 2020 marketing trends?
This year, we’ve seen significant shifts in consumer behavior online. With the firehose of content we’re exposed to every day, all day long, your audience expects to receive value, faster than ever. As a result, you need to put your audience at the forefront of your content strategy.
An SEO shift.
In addition to providing value, you want it to be as easy as possible for your audience to access your content. To do this, first, consider how users are searching. With the rise of voice-enabled devices, search queries are more and more revolving around questions.
Think about the questions users are asking and create content that answers those. Not only will this content engage your audience, by incorporating question-centric titles and subheaders, you’ll increase your SEO ranking and be more likely to have a featured snippet as part of the SERP.
An increased desire for personalization.
Consumers recognize how much of their information is being collected on a regular basis, as a result, they expect content to be tailored to their interests, needs, and experience. If you don’t have a segmented email list, this is your wake up call: it’s time.
Educating trumps all else.
Today, we no longer have time to be sold to. Not only are sales-oriented messages being ignored more than ever, these are likely to negatively impact the customer’s image of your company.
What strategies does my 2020 marketing plan need?
You can take advantage of the shift in consumer marketing by putting your users at the center of your content creation. These five strategies will help you do just that while educating your audience through highly personalized content.
Pillar pages are all-encompassing resources on a single topic. They should be designed to answer any and all questions your customers may have. Through this comprehensive resource, you’re able to educate your audience thoroughly, establish your brand authority, and build SEO credibility through keyword density and relevance.
Your pillar page should be at least 2500 words, but it’s important to remember these are living resources that need to be regularly updated and can become much longer than that.
Some best practices to consider when developing pillar pages include:
- Utilizing keywords with high search volume (aim for 700+)
- Linking to both internal and external resources throughout
- Making page navigation clear and easy to use
- Offering a pdf download of the entire resource
How to Create Pillar Pages That Generate Quality Leads
Generate high quality leads with all-encompassing educational content that establishes your subject matter expertise.
Today, we have access to an insane amount of consumer information. When you purchase social ads, you can get incredibly specific with targeting. If you can be so specific with your reach, shouldn’t your message be just as audience-relevant?
Just as in ads, you should explore incorporating additional personalization throughout your marketing efforts. There are a variety of ways you can do this. For example, if you sell to multiple industries with a similar message, consider incorporating industry-specific language in landing pages and emails. For this to be successful, you need to ensure your customer data is accurate.
Instead of using watered-down messaging that’s applicable to a wide audience, drill down on the specifics and make your audience feel like you’re speaking directly to them. At a minimum, you need to be segmenting your email lists in order to engage your audience.
You can incorporate contextual marketing based on audience traits such as:
- Lifecycle stage
- Buyer persona
LinkedIn has been a platform on the rise for a few years, now. A specific shift of recent to note is the rise of personal branding on LinkedIn. Instead of focusing on marketing as an organization, individuals within organizations are taking on an increased role by developing their personal brand and using it as a sales tool.
There is an increasing opportunity for B2B companies and professionals on LinkedIn. It makes sense to invest now while you still have access to such a large organic reach.
In developing your personal brand, again consider your audience. You can’t create content focused on selling and expect an audience to be engaged. Instead, you should solely focus on educating. This allows you to establish yourself as an industry expert and through consistency on the platform, you can stay top of mind for your audience.
Best practices for growing an audience and generating leads on LinkedIn include:
- Post consistently — at least 2–3 times/ week is ideal
- Use video in your posts
- Regularly interact with your network’s posts
As users are increasingly asking questions of Google, it makes sense to deliver content in a way that delivers the answers they’re seeking. Quora is the perfect platform for doing this. Quora is — at a high level — a question and answer site.
After signing up and sharing your experience and areas of expertise, you can answer questions on topics you’re familiar with. When you answer questions it’s important that you provide value first and foremost (honestly, from here on out, just assume all your marketing efforts need to provide value to your audience). Additionally, it makes sense to link to relevant content you’ve created on this topic, bonus points if you’re linking to gated content for your audience to download.
As an added bonus, by answering questions on Quora, you’re that much more likely to show up as the featured snippet on the SERP when people are Googling that same question.
Drive traffic to your website with Quora by:
- Building a profile that demonstrates your subject matter expertise
- Thoroughly answering questions related to your subject matter expertise
- Linking back to relevant content you’ve created on the topic
It used to be best practice to conceal pricing from your audience. You’d want them to get as personally bought in on the purchase before breaking the cost to them. Today, it’s important to recognize that if you aren’t making your pricing as easily accessible as possible, your audience is already on another (likely competitor) site, getting their pricing.
This concept is also applicable for giving away your “secret sauce”. Think about what you consider to be your company’s best-kept secret… and give it away. More likely than not, you’re not the only one who knows this. Users appreciate it when you tear the curtain down and show the wizard behind it. While you may see some prospects being filtered out and deciding to take matters into their own hands, there is a larger number that will see your transparency as demonstrable of your expertise.
Like any other industry, marketing is ever-changing. You need to constantly be testing and trying new strategies to drive more engagement and convert more prospects into customers. These 5 strategies are aligned with current market trends and can be incorporated into any marketing strategy. Keep them in mind as you’re developing your 2020 marketing plan.