An over-the-counter medication is a great solution to most allergy problems. But if someone with allergies doesn’t know about the product or doesn’t trust the manufacturer, he or she may live without it.

Successful marketers recognize that they serve their customers by offering solutions to their problems. Their job is to identify the people who need their products and seek to build trust by offering content that helps them. Of course, you can’t meet your customers’ needs without getting to know your target market.

Before you start any marketing project, create buyer personas (LINK to Inbound eBook) that represent your potential customers. Use these personas to empathize with your customers from their perspective, not yours. Then, offer content that helps them overcome their challenges. Your potential customers will get the information they need, and you’ll garner more trust.

Use these three tips to prove to your potential customers that you’re their best solution:

Promote Lead Magnets
Lead magnets are free resources that help your potential customers achieve their goals.

Once you have an in-depth understanding of your target market, use lead magnets to draw in consumers who want what you have to offer. They will give you basic contact information in exchange for a download. Since these individuals are interested your products, you will be gaining high-quality leads. For example, if you sell RVs, you could attract consumers with an eBook about the best places to camp in the U.S.

Blog—But Make it Good
According to HubSpot, businesses that blog receive 97% more links to their websites than those that don’t, and 67% more leads. Blogging is a powerful lead-generation tool, so make sure that your articles reflect the professionalism of the rest of your business’ online presence.

Showcase your expertise and earn trust by educating your readers, not just by feeding them the information you want them to have. For instance, if you’re selling allergy medication, don’t blog about why your product is the best. Instead, blog about the seasonal causes of allergies or ways to avoid serious flare-ups. This type of content positions you as an expert in your field and appeals to target customers because it helps them live their lives better. The length and timing of your posts should be based upon the preferences of your customers. Research their habits, set a regular schedule, and stick to it.

Focus Less on SEO Strategies and More on Helpful Content
While search engine optimization (SEO) is important when generating leads, it’s difficult to keep up with its constant changes. Overusing keywords used to help webpages rise to the top of Google results, but now the best practice is simply to keep your content helpful. Google analyzes the value of your website’s content when it orders search results, so make sure yours is relevant, valid, and up-to-date. For instance, businesses with relevant blogs have a 434% higher chance of being ranked highly on search engines than those that don’t, because visitors value their content.

Conclusion
Converting leads to sales is tough work to begin with, but it can be impossible when the leads you gain aren’t actually interested in your products. It’s not enough to just tell consumers how great your products and services are. If you focus on building trust through content that caters to your target market’s needs, you’ll gain leads who actually want what you have to offer.

For help determining buyer personas or developing strong content, contact us.  We’d love to come alongside you as you work to generate more leads.