But that doesn't mean you shouldn't take actions that allow you to stay close to it, on the contrary, you have to generate actions that allow you to have it close and for that to happen, you have to focus on creating content that guides it in all its stages: Discovery (TOFU), Consideration (MOFU), Decision (BOFU)
Therefore, you need to ensure that your calls to action ensure the lead's natural passage through the sales funnel and not ask a lead to take action when they are not ready to do so.
Genwords Examples: Most Successful eBooks
At Genwords we have managed to get a lot of our content right. We believe that this has been the result of applying everything mentioned above to our Content Marketing strategies. Here we mention a few:
Guide to Inbound Marketing
This is an introductory eBook to explain some of the pillars that support Inbound Marketing as a methodology. It is an eBook designed for leads in the TOFU stage and so far it has yielded good results:
1454 visitors.
807 leads.
55.50% conversion.
Content Marketing KPIs
As you well know, marketing strategies must be monitored through KPIs, which will tell you how effective the actions executed have been. With this eBook, we intended to address leads that were in the MOFU stage . The results were:
963 total views.
69.47% conversion.
669 leads.
We understand that Content Marketing delivers good results when it is well night clubs and bars email list planned, so with this material we wanted to provide tools that will help our lead to get organized . With this eBook, we achieved amazing results:
2530 visitors.
52.85% conversion.
1,337 leads.
eBooks and Marketing Automation
After we get those leads (with the help of eBooks), comes a special treatment through marketing automation in order to generate more touches through emails that arouse the interest of these leads to learn about our services.
That is, through a rating system we determine who might be interested in learning about our services, and who definitely isn't.
And that is what it is all about, that is, it is very good to have indicators that allow us to know the impact of our actions, but it is even better to get down to work to determine what to do with these numbers.
