Let’s say we go into a fictional universe where you own a little book store around the corner just like in You’ve Got Mail or Notting Hill. People would go in, look at some of the stuff, and decide whether to pick up something or not. If not, then they can just leave.
Now, as the “store manager”, whenever you see people having trouble finding what they want or not knowing what they’re looking for, you can always approach them to offer help. You can influence their buying behavior right there and then – it might be your excellent sales-talking skills or your alluring charm, but the point is, you always have the power to keep customers from walking out of your place.
That’s the beauty of in-person sales. You have the whole process in your hands, and you can make deliberate actions to steer it to the right direction. In B2B lead generation, however, it’s mostly a one-way street. You create content, optimize it for search,post it on your blog, and then you retire to your favorite couch and cross your fingers.
When people read something on your blog, your content is your only weapon. There’s nothing else you can do at that moment that could influence a reader on what he or she would do next. That is why content, web design, and all the other aspects of your site are important. It’s your only shot.
So how do you ensure your content is good enough to be irresistible?
Microsoft recently found out in a study that the first 10 seconds of a visitor on a webpage is the most crucial part in deciding whether to stay on that site or not. You actually don’t need a study to realize how important it is to build up on a good impression – an attractive headline, a thought-provoking image, and a compelling first paragraph.
But all that pre-hype still wouldn’t matter if the substance of your content is as shallow as a kiddy pool. There should be value in what they’re reading or watching, or else they’ll consider your site a complete waste of their time. Work around something that interests them, something that connects your industry to the outside world, and connects to their business lives as well.
Remember, your content should embody all the efforts you’ve put into your marketing strategy. It’s a one-chance attempt at capturing and harnessing your audience’s attention, so make the most out of it.
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