“It’s still cheap to get eyes on your brand. And what if every lead you don’t convert worked for you in content creation?”
Repurposing Your Leads Into Content
- 1. Capture The Lead
- 2. Tune The Content
- 3. Distribute The Content
- 4. Final Thoughts
ROI. Maximizing conversions. Optimizing conversion rates. Yeah, we get it. You asked for ROI. Do you have the business intelligence to comprehend the ROI of non-paying customers when we use their needs for content? Repurpose Your Leads Into Content
Your cost of clicks went up. People are whining about Google Ads and Facebook Ads going up by a fraction every year. They’re just trying to save their skin. It’s still cheap to get eyes on your brand. And what if every lead you don’t convert worked for you in content creation? Enter: The Promo Interview.
1. Capture the Lead
You still need to match your ad’s message with the message/offer they’ll see when they click through to your site. What would make your target customer look into your company more? A deal? Something free? Something useful? Something useful and free (AKA a deal)?
We have a whole section/page of Bandturo’s website dedicated to helping our customers promote their own stuff. All they have to do is go to the Music Promotion page and fill out a short survey. The survey is interview questions. The questions are thoughtfully constructed to give someone that’s never heard of them (99.99% of people on Earth) an easy way to be interested in them. We ask good, personal “get to know you” questions that are easy to identify with.
This technique is customer to consumer oriented. We can also add another option that will ask questions to get our other customers interested in working with them. Customer to customer.
Either way, as soon as the visitor sees we’re going to take their info down and amplify/promote them with the survey they are happy to take the couple minutes for the free promo. And now we have their email to market to, as well as very specific talking points for direct one-on-one sales. Not only have we captured the lead’s data, we’ve already helped them, AND we’ve got some free content to publish wherever we see fit.
2. Tune the Content
We have two options right now for visitors to promote their content through our channels. One is a quick plug, the other is a more extensive “get to know the artist” text interview. So, if you are in a rush, you can just plug your latest project with a quick line or two about it, with link and social account to tag them. But if you want to offer more content and more reasons for viewers to FWY you can answer our 10+ “Chromatic Tales” interview questions.
Tuning the content to one fast, one more lengthy and thoughtful is wonderful. But you will also want to capitalize on your brand’s audience to extend the value for the visitor’s value. Since we mostly serve customers that are looking for people inside and outside of our audience, we can create another content income questionnaire that matches our other customer’s needs.
Plain terms: We help artists reach more new talent buyers. Our customers aren’t usually talent buyers themselves. But they can still benefit and get more gigs/revenue by connecting with our customers. So, a third questionnaire will be more about the experiences about being our customer, whether it’s before or after they use us.
We help book tours for musicians and bands. Getting a venue (not our customer) to buy their gig is good. If the customer connects with another customer (another artist) and gets a gig from it then that’s just as good. Sometimes better since it’s a strong relationship in a fleeting relationship industry. So, if we target the interview questions to get our customers watching to think “I went through the same thing!” then we connect customers with customers. Someone they never met before, but heard of us, can link up with them and do business. All on our dime. Which has super small variable cost, or a cost that can be embedded in an overhead labor cost by assigning distribution and curation to a staffed content associate/manager.
While our audience on Facebook is mostly lime-minded customers, they can still be provided the opportunity to link up with others with the same genre or goals by region or gig swap.
3. Distribute the Content
Our survey can mostly be copy and pasted into a Facebook or blog post. The long-form interview makes for good blog content, that we can then strip an interesting headline from and tease on our social channels. The short promo survey is a simple copy and paste with a tag to their page, encouraging our audience to check them out and follow.
4. Final Thoughts
Be sure to keep your audience in mind when coming up with a promo-content exchange conversion. You might be tempted to create a project that makes your leads feel good, or get them further down the sales funnel. But don’t be greedy. Your leads will appreciate the free promo in whatever form, and should trust you as an authority when submitting their stories and info. So when your content “goes to print” your audience will engage and appreciate it, and increase their interest and trust in your brand.
Remember, keep the maintenance low by setting side time every day to take the content from receiving and repurposing it for your different channels. You should do some formatting to match each channel’s audience expectations. Don’t just copy and paste from blog to Facebook, or from Facebook to Instagram.
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