Marketers today sometimes feel like a many-headed Hydra – heads spinning constantly as they look for more and better ways to grow their marketing pipeline. Yet, even the most diligent know they are missing opportunities to reach new prospects.
Creating organic campaigns is not just about scale – it’s about strategy. Maximize the impact of your marketing campaigns by focusing on optimizing to rank for the search terms that your target audience is already using. Now, you probably already have a set of keywords that you use to drive SEO and content strategy – tried and true terms that bring a steady flow of qualified leads into your pipeline. However, in order to accelerate funnel growth, keep your SDRs happy, and generate more revenue, you need to think outside the box and find your missing opportunities.
Being able to identify missed content and conversion organic opportunities gives you a huge leg up on the competition, and can give you incredible insight into your target audience – maybe even introduce you to a new prospecting segment you hadn’t considered before.
Here are three ways you can spot missed conversion opportunities in your organic campaigns:
- Follow the keyword trail! Find new long-tail keywords that your target audience uses to find your product or service, and strategize how to incorporate them into your content program.
- Create a system whereby you can tackle the build and launch of personalized one-to-one campaigns at scale. Stack the odds in your favor; aim to launch as many organic campaigns as your resources will allow to capture as many leads as possible.
- Are your campaigns ranking well, but the leads have run dry? Re-evaluate the CTA. Is it giving the audience what they are seeking? Fresh content, or repurposing the asset in a different format, could be the answer to your CTA woes. This is a great opportunity to A/B test different assets and CTAs to see what converts best.
The bottom line is: identifying missed opportunities, then taking action to launch targeted campaigns that offer compelling CTAs, can have a HUGE impact on pipeline and revenue growth