If you’ve been following our blog for the past few months, you already know some effective ways to get leads. But what do you do once you have them? If you can’t deliver content that appeals to them, they’re likely to exit your marketing funnel before converting. Here are a few things to think about when creating content for your leads:

Audience Segmentation

By breaking out groups of leads who share similar attributes, you can significantly improve stats like email open rate and click-through rate. You can even achieve a 77% return on investment from email marketing when you segment your audience. That’s because audiences are more likely to respond when you deliver content that’s personalized for them. By analyzing the shared attributes of your audience segments, you can more easily create the personalized content they expect from your brand.

What Problems Do They Have?

Chances are your existing leads initially sought you out because they had problems that needed solving. You can be proactive in capturing future leads by finding out what those problems are and creating content that addresses them. Just be sure you don’t give away too much information, as this type of content can also act as a great lead magnet.

How Can You Solve Their Problems?

One excellent content strategy is discussing ways your leads can solve their problems. Of course, you need to present your brand as the solution if you hope to convert those leads. Instead of explaining how they can solve their problems on their own, gear your language towards explaining how your business can solve their problems. Make your calls to action clear and direct them to contact you for more information.

At TIC Digital marketing, we’re experts on converting leads, and we know that creating relevant content is a big part of that equation. If your business needs some help with content creation, you need to get in touch with TIC today! Call (858) 280-3792, send an email to [email protected], or fill out the contact form at the bottom of this page to find out more about what our team can do for you.

Action Plan

Take a few minutes to apply what you’ve learned in this post!

1. Take a look at your current audience target.
   1. How can you divide them further into segments? Try to segment your existing audience into at least 3 segments.
   2. How can you tailor your messaging to each segment? For each segment you identified in #1, jot down messaging that’s personalized for them and their problems.
   3. For each segment you identified in #1, brainstorm at least 1 email topic or lead magnet that’s tailored to them.