Content operation, how to get more sales leads through channel promotion and content?

When you already have some good content, how do you use the content to make more people willing to leave sales leads? At this time, it is very important to choose incentives and design a customer acquisition path that suits you.

The principle of selecting incentives is to be strongly relevant and attractive to users, and to reflect value through digitisation.

   There are four common inducements:

1. Industry white papers/e-books, design stimulus points through time-limited quotas/free areas & trials.

2. Customer success stories, design stimulus points through additional services/advanced permission gifts.

3. Industry dry goods/solutions, design stimulus points through discounts.

4. Tool packages/courses, design stimulus points through expert service consultation.


The incentive design is completed, and then a suitable customer acquisition path needs to be designed. There are five steps in total:

   1. How to obtain positioning clues

You can either choose to leave clues on the form-get clues through the form on the Landing page; you can also choose to leave clues by registering products-guide users to register products and leave clues.

2. Match the target users and choose the right channel

The most important principle of channel selection is to clarify the target group, especially the key people. Common channels include official channels, KOL/vertical media, and head traffic platforms. Among them, the traffic platform is the most convenient for quick results, short paths, and fixed forms. KOL and The target groups of vertical media are relatively precise, and the cooperation methods are also flexible.


Three, choose advertising location

The choice of advertising location should be based on the upper limit of the budget, platform rules, and historical experience and data for comprehensive comparison, and finally make the final choice based on the jump path and cost.

Expense cost generally refers to the cost of a single lead, that is, the cost of a single delivery/the number of leads; the jump path refers to the length of the path that will affect the conversion rate, and the jump path is as short as possible.

  4. Optimise the clue collection method

Take the initiative to leave clues: I hope you call me. It is often used in the mature period of the business, where there are already a large number of leads or stable customer needs, and the number of leads obtained by active means is relatively small, the quality is relatively high, and the communication cost is low.

Leave clues passively: one thing for one thing. It is often used in the early stage of business development and requires a large number of sales leads. The number of passive leads is relatively large and the quality is relatively low.

If the amount of avatar final expense leads is large but the conversion rate is low, it is recommended to switch from passive to active.

5. Data collection and optimisation

When there is no historical data/standard: rely on common sense to assume a standard first, and then verify it.

When there are historical data/standards: Compare the data, find the problematic data, and locate the problematic link.

Historical data/standard source: Reference industry reference data provided by the platform and historical data released in the past.

In a word: Data accumulation is very important! Very important! Super important!