The Truth About Content Marketing: Your Best Leads Want More

What do your best leads find when they Google you?

There’s something about digital marketing that most business owners get wrong.

What They Expect

Marketing → Lead → Sale

Entrepreneurs assume they’re publishing content (like social media posts, YouTube videos, podcasts, and blog articles) which will attract leads, who will be interested enough to take the next step (by calling in, booking a meeting, or submitting a form), and who will then go through their sales process to become customers.

But here’s the current reality:

• 75% of all buyers (both B2B and B2C) would prefer a seller-free experience
• The average buyer is 80% of the way to making their decision before they reach out to talk to us

What Actually Happens

Lead → Marketing → Sale

Instead of calling, booking a meeting, or filling in the form, the first thing a prospect will actually do is search for reviews, pricing, comparisons, and information… which brings them to your social media pages, videos, and website.

Your marketing serves as a conversion tool, helping people make the majority of their buying decision on their own.

Coach Tip

To optimize for conversion, balance your here-then-gone social media posts with more permanent digital content like articles and videos – resources your best prospects can easily find.??

This Week’s Takeaway

How well do your website and social media channels communicate the things your prospects actually want to know? Are answers immediately available to your top 5 customer questions?

(And if you’re not sure what the questions are or how to answer them, reach out to book a coaching call….)

Building Lead Generation, Profit, and Success

This December I’ll be hosting GrowthCLUB alongside other talented business coaches, in-person in Mississauga, to cover expert tactics for boosting lead generation, goal setting, plus quarterly and annual planning for 2025!

If you're looking for an in-depth, local, one-day program for success next year, join me on December 6th at the Living Arts Center, from 9:30am to 5:00pm to make creating tactical plans for your business both educational and fun.

The Early Bird Special is on now, save your seat!

Click here to learn more and register!

Free Webinar - Chart Your Course for 2025

Join Coach Caitlin on November 27th at 12:00pm EST for a free, 1-hour webinar and start charting your course to the business you’ve always dreamt of. You’ll learn practical, real-world strategies that will kickstart your growth in the New Year.

Click here to join us, for free.

Good Strategy Bad Strategy: by Richard Rumelt

This book is perfect for leaders who want a clear, practical framework to create meaningful progress without falling for the common traps of "bad strategy." Rumelt breaks down what truly makes a strategy effective, cutting through the fluff to show how real, actionable strategies can overcome obstacles and drive impact. With clear examples from companies and challenges across industries, he introduces nine "sources of power" that you can apply immediately to your business.

Check it out!

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