May 18, 2018
In the world of online business, authority means everything.
You can’t expect internet users to simply hand out their personal information to brands they don’t trust — let alone their hard-earned cash.
What’s more, even if your prospective leads know who you are, there’s still a good chance of them opting for a more popular brand since they will most likely scour the web for better offers of the product they’re hoping to buy.
It’s exactly because of this why every business should invest in knowledge sharing strategies since they do such an excellent job at building brands and establishing a brand’s authority.
The more established a brand is as an expert in their industry — through knowledge sharing — the easier it becomes for them to generate more leads since their audience will look to them for solutions to their problems.
Allow me to share with you 4 knowledge sharing tactics that can help you win your audience’s trust and put your lead generation efforts into hyperdrive.
1. Leverage Visual Content
When developing content for lead generation purposes, you need to back your points with valid data from trusted sources.
Unfortunately, this can sometimes make your piece too boring or intimidating to read, especially if you implement no structure whatsoever when presenting the data.
To make numbers more inviting to read, you can translate them into visual form.
Infographics, for example, can make in-depth data more readable through visualizations such as charts, graphs, and diagrams.
According to statistics, infographics improve the audience’s willingness to read content by 80%.
Remember that visual content can also be used to present elaborate on-screen instructions.
Apart from developing custom graphics, capturing screenshots will also increase the value of your content. Be generous with them and insert annotations to make the instructions even clearer.
2. Build an Online Course
Why depend on visual content to make a point when you can create an entire online course?
Not only will it help position yourself as an expert, but online courses are also effective lead generation channels on their own.
As long as you cover topics that your audience cares about, they can supply you with their email addresses and keep your lead generation efforts going.
It may sound like a long shot, especially for brands that are already preoccupied with blog posts, infographics, and other traditional forms of content.
But with services like Kajabi, a comprehensive online course can be done as a weekend project. It’s an all-in-one “knowledge commerce” platform that has everything you need to cement your brand authority.
There are three pre-configured templates or “product blueprints” you can use when building an online course with Kajabi: Mini Course, Online Course, and Evergreen Training.
- Mini Course
This is exactly what it sounds like — a standalone course that focuses on a specific topic.
- Evergreen Training
In contrast with a Mini Course, the Evergreen Training blueprint is used for broader topics that may take a few weeks to cover. It allows you to break down key lessons into modules, which should maximize the audience’s focus and engagement.
- Online Course
Similar to Evergreen Training, the Online Course blueprint also enables you to chunk down big topics into categories. However, users will be able to binge through the entire course if they can.
You can also build your online course from scratch by selecting a blank template. This will enable you to create categories, subcategories, and individual posts whenever you need to.
If you build your online course with Kajabi, individual posts may contain videos, assessments, and text content. You can also integrate different services such as email marketing tools and payment gateways.
3. Participate in Q&A Sites
Building an online course is a great way to show that you know your stuff.
But first, you need to research subjects that will pique your target audience’s interest.
A good strategy is to use Q&A websites like Quora to find out what people are asking. All you need to do is head to their website and use the built-in search feature.
Of course, you can generate leads through Q&A sites by answering the questions yourself. This gives you the opportunity to prove your expertise and funnel traffic to your online course, website, or a specific landing page.
Kajabi can provide you with a single platform for all types of lead generation channels.
For example, you can design professional-looking landing pages that highlight your value propositions.
Simply click “Landing Pages” from the main menu, click “New Page,” and then choose a template that suits your brand.
Kajabi also lets you manage your email marketing activities from within the platform. This includes creating signup forms, scheduling events, and creating email broadcasts.
Just remember to avoid being overly promotional when participating in Q&A sites. Your answers must be able to stand on their own and provide real value to other users — with or without your value-added content.
4. Internal Knowledge Sharing
Finally, knowledge sharing doesn’t always have to occur between a brand and its customers. It can also be used internally to augment your lead generation front.
Keep in mind that most businesses have separate marketing and sales teams, which are required to work hand in hand. However, they aren’t always on the same page when it comes to lead qualification.
A typical issue is when the marketing team keeps pushing unqualified leads down the sales funnel. As a result, the sales team ends up wasting time trying to convert customers who are neither willing or ready to make a purchase.
With internal knowledge sharing, the sales and marketing teams continue to refine their strategy through effective communication.
For example, the sales team can create benchmarks based on past customers — identifying key information such as their profession, acquisition channel, and online behaviors. This should help the marketing team build personas that can improve the quality of lead flow.
To implement a knowledge sharing system in your organization, you can utilize cloud-based collaboration tools or create accessible content for team members. Some ideas include a PDF cheat sheet, a slideshow presentation, or a mini course.
Knowledge sharing may sound like a new concept for most brands, but it’s actually something you do every day.
Promoting your product as a solution to your audience’s problems? That’s knowledge sharing.
Building buyer personas to improve the quality of leads from your marketing team? Guess what — that’s also knowledge sharing.
You just need a more organized and goal-oriented approach. Hopefully, the strategies above can help you take a step in the right direction.
Elianna Hyde has been a freelance writer since 2009. She has attended the University of California and graduated with masters in mass communication. She loves watching TV shows, movies and has a keen interest in sharing her views on business and upcoming technologies.