In the world of marketing, a lead refers to a potential customer who has shown interest in your product or service, typically by providing their contact information. The keyword here is ‘potential’. They haven’t purchased anything yet, but they’ve given us some indication that they might be interested in doing so in the future.
When we say “Number of New Leads from Content”, we’re specifically looking at how many such potential customers our content – blogs, webinars, e-books, social media posts, etc. – is pulling in. It’s a direct reflection of how compelling, engaging, and persuasive our content is. This metric helps us understand if our content is hitting the mark, or if it needs to be adjusted.
The higher the number of new leads from content, the more effective our content marketing strategy is.
How to Measure the Number of New Leads from Content
Measuring this metric involves a bit of tracking and analysis. Here’s a step-by-step guide:
- First, ensure each piece of content has a clear call-to-action (CTA) that encourages the reader to become a lead. This could be filling out a form, subscribing to a newsletter, downloading an e-book, etc.
- Set up a backend system to track these CTAs. Many businesses use Customer Relationship Management (CRM) systems or marketing automation tools for this task. They help track when a visitor completes a CTA and automatically converts that visitor into a lead in their system.
- Assign a unique tracking code to each piece of content. This way, you can identify which specific blog post, social media update, or email campaign the new lead originated from.
- Finally, count the number of new leads generated by each piece of content over a specific period of time. Use this data to calculate the overall ‘number of new leads from content’ metric.