While lead generation has been every marketer’s priority, things are changing thanks to the groundbreaking advancements in the front of content marketing. The king of marketing, i.e. content, is now generating demand beyond the obvious leads by foraying into unknown territories. The motive of creating content has always been revenue generation, directly or indirectly. But what marketers have realized is that the path to lead the customers down the conversion funnels unavoidably results in leads bouncing off the pipe.
So the question that remains is – what causes prospective leads to quitting the journey in the penultimate stage before reaching the point of conversion?
An evident reason has to be the limited focus on long term goals. Most marketers prefer to align their efforts with lead generation over the retention of long term prospects. What marketers need to understand is that leads are not just chances that can generate sales. To repeat sales, one needs to build customer loyalty and retain clients for an extended period. But how do you do that?