How to Generate Qualified Leads with Content Offers on Your Website

hoymonte2

Your company's website even has a good number of visitors, but that doesn't help you sell? You need to  generate qualified leads ! Leads are visitors who provide personal data in exchange for an offer. They are potential customers. But to generate these leads, just a contact form is not enough . This is because not all visitors to your website want commercial contact with your company at that moment. Therefore, there are other ways to generate leads and one of them is by creating content offers (which we also call “rich content”)  based on consumers’ purchasing journey . WHAT IS “CONSUMER PURCHASING JOURNEY”? Before talking specifically about rich content and how to generate qualified leads, it is interesting to know and understand the consumer's purchasing journey, so you can plan your content . The purchasing journey defines the path that the consumer or persona takes to make an acquisition , from the moment the persona does not even know they need something, until the moment of purchase.

You may find other models out there, but phone number data the one we usually use and it is efficient is this one:To set up the purchasing journey, you need to try to understand what your consumer thinks To set up the purchasing journey, you need to try to understand what your consumer thinks AWARENESS This is when the consumer has not yet realized, or just suspects, that they have a problem or need. This means that your company needs to guide you to make sure you understand your problem better and that it is possible to solve it. The content we create for this stage is called “top of the funnel”. For example: You have a real estate agency and your persona is Lúcia. She is 30 years old and lives with her family in a rented house. Her monthly income is modest, which for her means a major obstacle to getting out of rent and purchasing her own home, even if financed. Example of content aimed at this stage: Blog post “Is it possible to get out of rent without having money left?”.



At this stage, the consumer has already delved deeper into the subject and is, as the name suggests, considering possible solutions to solve their problem or need. At this moment, your brand’s role is to indicate good solutions and relevant alternatives for them. The contents of this stage are called “middle of the funnel”. Example: Lúcia realized that it is possible to get out of rent and buy her own house with her current income, but in order not to be in a pinch, she needs to have a “margin of safety”, so she needs to discover ways to stay safe in this process of purchase, she needs a real boost to realize that she is on the right path. Example of content: “ Infographic: How to save money to finance your own home: ideas for extra income”. DECISION This is the moment when the consumer is decided to make the purchase, he just needs a “little push” to know which option is best for him. Generally, companies that do not have a structured purchasing journey and do not generate leads through content, end up working only on this stage, called the bottom of the funnel , missing the opportunity to educate their consumers as is done at the top and middle of the funnel.