Lead Generation for Publishing Companies

The publishing industry has evolved significantly in recent years. The most notable difference is the shift from print to digital. To keep up with these changes, publishing companies must embrace the digital market and shift from traditional print outlets to the Internet to attract leads.

While lead generation may be an unfamiliar concept, it is a vital practice to ensure your publishing company survives. At WebFX, we have the skills and experience to create a successful lead-generation campaign to enhance your business. Subscribe to Revenue Weekly to receive more of our industry-leading tips directly in your inbox.

Who are your leads?

To fully understand lead generation, you must identify your leads. A lead is a prospective client who has expressed interest in your publishing company. Someone becomes a lead when they take an action like completing your contact form or indicating they would like to use your services. 

Why is lead generation important?

Lead generation is essential to the publishing industry for several reasons. One of the main benefits of lead generation is that it allows mutual contact between customers and businesses to help consumers make informed buying decisions.

In addition to targeting customers, lead generation enables businesses to:

• Only pay for successful lead conversions
• Control the number of leads they receive
• Choose which products and services they offer
• Focus marketing efforts on specific demographics

How to generate leads

As a publishing company, you have various options for your lead generation campaign. Some of the top ways you can generate leads include:

Offer free trials or freemium services

Providing free trials or access to a premium product or service, such as ebooks or a publishing service, can attract leads and aid in converting them to dedicated customers. Using free trials will attract visitors who may not be ready to purchase your products or services. After they agree to the free trial, you can draw them in further with paid additional features or create an email campaign to help them make the conversion to paying customers.

Use customer reviews

Review platforms often have high organic search rankings, which makes them ideal for improving your website’s visibility and helping potential authors and customers learn more about your publishing company. Encourage your clients to leave reviews to enhance your lead generation strategy without spending money.

Add interactive content

Creating interactive content like quizzes about books or journals your company publishes is a fun way to better understand who visits your site. You can also use your interactive content to collect contact information by requiring users to submit their name and email to get their results or offering to send content to their inbox. When done correctly, interactive content is one of the most effective ways to generate leads.

Offer gated content

Gated content is content that is not readily accessible to all visitors. To access this content, a user may have to complete a contact form or provide other information.

Using gated content provides value and attracts high-quality potential customers. For example, your publishing company can compile an ebook to help potential clients learn more about the publishing process. In exchange for access to your company’s ebook, you can require potential customers to input their contact information.

Advertise your company and services with social media

Since you’re already collecting large amounts of information about the users interacting with your website, advertising online through social media is an effective lead-generation method.

Utilizing platforms such as Google and Facebook can benefit your online advertising process. For example, you can use Facebook Ads to push a new publication to a specific demographic or Google to announce a new publishing service you are offering. Both platforms help your company better understand its current visitors and discover new leads. 

Enhance your website to attract more leads

Optimizing your website is one of the best ways to create more leads. Enhancing your landing pages enables you to understand your audience and show them the services or products you offer that best meets their interests. Some additional ways to optimize your website include:

• Including a free item or service such as an ebook on the homepage.
• Putting lead magnets on various pages throughout your site.
• Using pop-up features to generate more leads.

Utilize keyword research

Through keyword research, you can find the keywords potential customers are searching and use them on your site to drive more conversions. Some additional tips for keyword research include:

• Generate keyword-optimized evergreen content.
• Organize blog posts based on your targeted keywords.
• Utilize SEO best practices to improve your rankings for target top-of-funnel keywords.

How lead generation can benefit your publishing company

Developing an effective lead generation campaign offers a wealth of benefits for your publishing business:

• Brand awareness: With lead generation, you no longer have to worry about potential authors and clients knowing how to contact you. Lead generation makes your brand known among your clients and increases your overall market value. 
• Greater revenue: Leads turn from visitors into potential customers. People discovering and relying on your publishing company increases your sales revenue. Lead generation can also help improve your existing services and learn which publications are in demand.
• Target specific customers: Lead generation allows you to target the customers looking for the services and publications your publishing company provides. By targeting specific demographics of customers, you can make more meaningful connections with your audience.
• Build relationships: When people connect with your company, they are more likely to refer you to others. More referrals result in higher social engagement and retaining more customers to improve your sales revenue and brand awareness. 

37% of marketers say that generating high-quality leads was one of their biggest challenges.

We want to decrease that percentage.

WebFX can help you generate high-quality leads with a customized marketing strategy.

Learn More About Lead Generation Services

Attract more leads by partnering with WebFX

While launching a lead generation campaign is essential for your publishing company, it can require significant time and energy from your team. Luckily, WebFX is here to help. Our marketing team has years of experience in lead generation, so we can aid you in gaining an edge over the competition.

Let us help your company thrive and increase your bottom line with our digital marketing solutions. If you’re ready to create a personalized lead generation campaign, contact us at 888-601-5359 or complete our online contact form to learn how you can improve your publishing company’s lead generation strategy!

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