The Best 3 Types of Content for Local Business Lead Generation Funnels

By on October 10, 2018

Unless you’ve been hiding from the Internet for the past few years, you’re at least slightly aware of the impact content marketing has on business. Content offers for local businesses are key to successfully driving traffic to your website, increasing your domain authority, ranking in Google Search Engine Results Pages (SERPs), and ultimately, increasing sales for your local business.

A Quick Recap of Content Marketing:

Content marketing is on the surface, just what it says: the practice of marketing through content. For simplicity, content comes in multiple forms ranging from blog posts, infographics, eBooks, how-to manuals, videos, checklists, etc. The list is of content types is constantly growing.

We’re going to cover the top 3 content offerings you can create for your local business that will generate leads to your digital marketing sales funnel.

Use Guides to Become an Authority in Your Niche

Do you remember baking a cake with your mom or grandma when you were a kid? Chances are, you followed a recipe that produced a delicious cake.

A How-To Guide is a type of content that you can offer to your prospective customers that provides them with a step-by-step process on how-to do something.

Your intent for the guide should be clear, concise, and stay on-point. It is natural for people to skim through information until they find the answer they’re looking for. To provide the most value to the reader, you’ll want to make sure that your guide is well organized and straight to the point. Be sure to include an index to make navigating your guide easy.

Here are a few examples of content offers you can make to get leads into your sales funnel.

  • The Complete Guide to Residential Roofing Materials
    • Different roofing types (metal, asphalt shingle, mineral tiles, etc.)
    • Price range for each roofing material
    • Climate for each type
    • Pros vs Cons
  • A Beginner’s Guide to Keto Dieting
    • Pros vs Cons
    • What Keto is and why it works
    • Types of foods you can/can’t eat
    • Counting macros
  • The New Home Buyers Ultimate Guide
    • Finding the home
    • Scheduling a showing
    • Negotiating the offer
    • Pre-approval/application process
    • Inspection/Appraisal
    • Closing
  • How-to Change Your Oil for the Not So Mechanically Inclined
    • Types of oil
    • Manufacturer’s recommended oil type, filter and capacity
    • Tool you needs
    • Checking oil level
    • Draining the oil
    • Replacing the filter
    • Filling up the oil
    • Disposing of hazardous materials

Capture the Visual Learner with Infographics

An infographic is like it sounds – a graphic that describes information. You’ve probably seen many different types of infographics throughout your experiences on social media.

No matter the case, infographics are highly engaging for three reasons:

  1. They offer valuable insight/information that is straight to the point
  2. Readers can easily digest the information
  3. If the information is compelling enough, a reader will usually want to know more detailed information (that you can provide)

Types of infographics that perform well for local businesses:

  • Cheat sheets – the quick and dirty on how to do something
  • Insights – overview of data and research
  • Charts and data visualization

It is shown that infographics that are designed well receive 3x the engagement of related media types and 30x more likely to be read than a traditional textual article (blog post, book, etc.)

Tools For Creating Infographics:

  • Canva is a great resource to help you build any type of visual content including infographics
  • PiktoChart is another phenomenal tool to build infographics with an abundance of premade template ready for your data and information
  • Vennage is dedicated to building beautiful custom infographics with numerous features and templates to get you started

Overcome Objections with Webinars 

Webinars are a great content form that receive high-quality leads and also increase conversion rates because you can eliminate two roadblocks from the sales journey: trust and quality.

We all know the benefits of our products and services that we offer. However, creating a compelling argument during a sales presentation is not so easy when there are multiple variables a buyer takes into consideration before making a purchase.

With a webinar, you can give a presentation to multiple customers in your target audience and address many of the questions that your customers might have without having to answer to every client/customer individually.

Another benefit of a webinar is the ability to establish trust with a lead before making a sales pitch. A webinar platform is the medium to showcase your expertise and become an authority on a particular point or topic for customers.

Platforms for hosting webinars:

  • Facebook or Youtube Live
    • Both platforms provide a free way for you to host a webinar for your target audience
  • Google Hangouts
    • Another free service allowing you to host up to 25 attendees for a webinar
  • Zoom
    • Free up to 100 attendees for 45 minutes

There are a plethora of webinar software out there depending on your specific requirements.

However, no matter what software you’re using to present, it is highly recommended to have at least one high quality webcam and a professional mic. There is nothing more annoying during a live presentation than poor video quality and/or a mic that cuts out or is not loud enough.

It is best to test your tools and software before going live. For example, we started by getting one or two employees on the other end and briefly walking through our presentation. This allowed us to mitigate any discrepancies prior to the webinar.

Wrapping up

No matter what content offer you’re providing, be sure that the content is of high quality, a direct representation of you and your company, and provides value to your target audience. Without these three components, no matter who views the material, you will not achieve optimum results.

Pro-tip #1 – remember when creating your content to always draw a connection between your businesses services/products and the information in the guide. With that said, do not SELL your product/service. Offer professional advice – why your company uses xyz product, etc.

Pro-tip #2 – guides, e-books, tutorials, etc. can all be repackaged into an infographic that can be used for sharing via social media and other blogs via guest blogging to gain traffic to your content offer.

About Zachary Williams

My name is Zach Williams and I’m the CEO of Luckless Digital. I’m passionate about entrepreneurship and helping local businesses grow. I enjoy continuous learning, motorcycle vacations, and Creating My Own Luck!
Close

Like what you're reading?

Like us on Twitter, Facebook or Google+ for more!