Content Marketing: Generate Leads? Or Generate Relationships?

by Isaac Oswalt on October 27, 2015


For many companies, leads are the beginning and the end. The only way to measure success is by looking at how many leads (or conversions, of course) a campaign has generated. As marketing becomes more sophisticated, however, we need to start looking at another important technique - relationship building.

Below, we’ll discuss the importance of both leads and relationships, and how your business can start building them.

Leads Are Important...

No matter what type of business you are, leads are vital to the sales process. Unless you have a steady flow of qualified leads, your sales funnel won’t be full enough to consistently generate revenue. If you’re not finding new customers, business stagnates quickly. Even if you have a full roster of clients that you’re currently serving, you need a pool of leads in case things change.

However, as important as leads are, they aren’t the only marketing goal you must target.

 ...But Relationships Matter, Too!

Leads alone won’t add to your bottom-line. The key developing long-term engagement and a loyal customer base is by developing relationships. Once you have a relationship built with your clients, everything becomes much easier. They’ll be willing to pay price premiums, adapt your new products and services early, and go out of their way to offer referrals. These engaged customers can start as simple leads but if you want to really target relationships you need to take it a step further.

Developing Content to Generate Relationships

If you want to start building relationships, you need to start invoking emotions. That means putting together a great content marketing campaign. You can identify their pain points and create useful how-to videos and blog posts that help solve them. Or you can work on company videos, whitepapers, and success stories that entertain and thrill them. Make sure to add in tidbits to build a connection with your audience. If you’re a local marketing company in West Michigan, make sure to bring it up and push that relationship even further.

If you need help with your content marketing in order to start generating leads and building relationships, make sure to reach out to us and shake our hand. We’d love the opportunity to get to know you and figure out how we can start helping your business today!


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Isaac Oswalt

Owner of 21 Handshake, a strategic marketing company, driven to grow relationship-driven businesses. Futurist in nature, Isaac displays a deep desire to preserve the human element in today's business. Trust being the ultimate currency, his clients appreciate that "new and stronger handshakes" is a success metric in their businesses.

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