Article Marketing and Generating Leads
Long before the internet rose to its position of importance in marketing, the use of article marketing was considered a useful promotion tool in print media.
Today, the availability of online venues such as websites, ezines and newsletters via email have created an even greater need for well-written articles on a variety of topics. As a result, article marketing has become a more powerful tool than ever before.
Article marketing is the practice of providing well-written content for distribution to websites and online publishers in exchange for a blurb about the author's business and contact information. These blurbs also know as author biographies usually include a link to your website.
When you offer content for publication, it is equivalent to getting free ad space on countless websites. The opportunity for exposure to the right market is significant, while the cost is virtually nil, making it a highly efficient means of business communication and prospecting for new leads.
Unlike using email campaigns for lead generation, which net about a one percent response rate, article marketing targets a willing audience and the response rate is therefore much higher.
Readers either voluntarily visited the website on which the article is published, or have opted to receive the newsletter or ezine. This audience is inherently more open to the information contained in the article, and therefore more likely to follow the link to your website.
Publishers who pick up the articles already have an audience of potential buyers in place. Their readers are interested in the content of the articles, suggesting they may be in the market to purchase products or services related to that content.
By comparison, the cost to purchase a list of such well-qualified leads would be formidable, however providing an article, costs no more than the investment of the time required to write it.
You can further increase the conversion rate by including a link to a particular piece of information in the author's bio. Rather than linking to the home page of your site, you can include a link to an article that elaborates on the article topic.
Providing content to publishers in related fields can be a highly cost-effective means of increasing website traffic, generating qualified leads, and improving both your brand awareness, lead pool and ultimately, sales.
Ben said,
Wrote on March 14, 2008 @ 9:47 am
So true Justin
I was involved with a South African start-up more than 5 years ago. At that stage the market leader had more than 70% market share and owned the country’s only magazine for the industry.
How is that for a challenge? At that stage I have just finished my MBA and felt ready to change the world. I was at the right place at the right time.
I new we had to do something special. Our competitor had a 40 year old brand name and systems and relationships in place that created huge barriers to entry.
Customised and superior customer service was the answer, but article marketing opened the doors.
At first they did not want us to advertise in their magazine but printed the articles we submitted. That was their first mistake. We also started our industry’s first email newsletter.
Today the company we started is probably one of the 3 biggest service providers in our niche with clients across Africa.
Most of our first clients were organisations that were dissatisfied with the industry leader’s service, read the articles and decided to give us a chance.
We now find that other players in the niche are trying to copy our marketing strategy. We think that is a complement. It also helps to make our competitors predictable.
To me, this is a good example of how a first mover advantage can turn into a disadvantage. Never become complacent and always have respect for your competitors.
Becca (article girl) said,
Wrote on April 8, 2009 @ 2:14 am
Articles should be well-written and useful to their readers. Articles should not be ads for products or services that are simply disguised as articles.
Great article Justin!
Regards,
Becca