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synonymous with it. These ads will not Content marketing and social proof What’s next?
immediately generate leads, but they will Take Make sure every In addition to ads and lead Drawing people to your website
new lead that comes
keep you top of mind with your audience. Action through your website is magnets, sharing relevant content without a clear follow-up strategy is
added to your database is guaranteed to help you stay like catching a fly in a trap and letting
and placed into a
• Product ads drip campaign to be top of mind with your audience it go. As with any new lead, you want
Tout a specific product or service that you retargeted with email and encourage visitors to spend to make sure people have a reason
offer. You could prompt visitors to buy marketing and ads. more time on your website and to keep in touch. You can ensure
directly through such ads or redirect them social pages. There are a variety of that people return to your website—
to a landing page or your website. approaches you can take, including whether it be for entertainment
blogging about topics important purposes, information on new
• Lead magnet ads to your industry, posting videos of products or services, or business
An item of value you give to someone in exchange for an item of value, also client testimonials, and sharing updates—by keeping in front of
exchange for their email address and other called a lead magnet, or to buy industry updates. For any strategy them through additional ads, emails,
contact information. You can save contact something directly from your website. you use, the most important thing and social posts. Never allow a new
information from these new leads, add it to When designed well with a clear call to remember is consistency. Posting lead to forget about you because,
your database, and retarget the leads with to action, landing pages are a highly content on an irregular basis will once they do, they will move on to
different ads. effective way to gather information not drive the results you want; you somebody else. n
from qualified leads that are already need to be posting on a consistent
Platforms like Facebook allow you to looking for what you have to offer. schedule—for instance, every
narrow the target audience of your ads In addition to ads and lead Monday, Thursday, and Saturday—
by factors like location, age, and interests The item of value you offer should while keeping in mind when your
to make them even more effective. These magnets, sharing relevant depend on your audience. For example, audience is most active.
ads are also inexpensive (costing less a property management company
than a cup of coffee a day in some cases) content is guaranteed to might want to present a downloadable At its core, content marketing
and allow you to manage the cost by guide for purchasing a rental property presents you as the authority,
manipulating the frequency and reach of help you stay top of mind or an e-book on the best practices for promotes trust, and draws more About the author: Luke Acree is an
your ads. landlords. Think about what kind of attention to your business. This helps authority on leadership, a lead-
with your audience and information your audience needs, and generate social proof, which is the generation specialist, and a referral
Landing pages and lead magnets then make sure you give them just idea that the more people see others expert who has helped more than
As previously mentioned, you can direct encourage visitors to enough of it to trust your authority engaging with and enjoying your 100,000 entrepreneurs and small
people to a landing page through your spend more time on your and want to learn more. After you’ve content, the likelier they will be to do businesses grow their companies.
ads; however, landing pages can also be collected contact information from the the same. When people recognize He hosts Stay Paid, a sales and
stand-alone tools. They are designed to be website and social pages. people who clicked on and downloaded and trust you, they will keep coming marketing podcast, and has been
lead-converting machines, encouraging it, be sure to input it into your database back for more, increasing your featured in Entrepreneur, Forbes,
visitors to give their information in for retargeting. conversion and referral rates. and Foundr.com.

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