Online Learning Models: A Lead Magnet for SMBs

Digital connectivity has transformed into a necessity for staying in touch with friends and family, for generating revenue, and, most importantly, sharing knowledge.

Information is not a luxury reserved for the privileged few; it is a right for all. And in current times, the free-flowing exchange of information is the most valuable resource available. Knowledge and information enables people to become more competent, effective, and skilled in work and life. And because of that, people are hungry to soak up all they can.

Online environments have become the central hub for learning just about anything and everything; so much so that some of the world’s top universities can be attended exclusively online. In addition to these now digitized institutions, an innumerable number of websites exist with the sole aim of sharing important knowledge in the form of content.

Online knowledge sharing is naturally evolving. Various businesses and platforms are locked in a heated race to provide ever-more convenient, user-friendly, and valuable information to those who seek it.

Under this paradigm, the question becomes: Is the knowledge your business shares having a direct impact on leads and sales?

By developing content with a focus on generating leads, a business can create a steady and increasing flow of valuable prospects that can be converted into customers.

We will now explore 3 powerfully effective methods for crafting content that will have SMBs swimming in new leads.

#1: Online Courses

Online courses are one of the most effective forms of knowledge sharing for lead generation purposes. An online course business can be forged into a full-scale brand that serves as an individual’s sole income.

Moreover, the implementation of digital courses into an existing brand’s content efforts can help increase a business’s awareness, credibility, and revenue, while driving a sizable number of new leads to view the organization as a thought-leader in their industry.

As it stands, the online course industry rakes in over $107 billion annually. Why? Because course creators are sharing deep and intimate knowledge in nearly every conceivable vertical and niche. Additionally, the type of wisdom divulged in these courses often comes from the personal experiences of those who have already accomplished what others seek to manifest.

The world is a rapidly changing place, with the pace of transformation continuing to increase year after year. Because societal evolution is taking place at light speed, people recognize the need to arm themselves with practical, cutting-edge knowledge that will help them thrive in new and emerging landscapes.

If your business opts to sell courses right out of the gate, that’s fine; you will likely gain a good deal of revenue as a result. Providing courses for free, however, can prove to be a massive incentive for a greater number of individuals.

Through this framework, business can generate a significant number of leads via email collection forms. Those individuals can then be entered into various marketing cycles. Since they have already shown interest in the knowledge you have to share, they are more likely to read blogs posted to a brand’s website, follow their social profiles, and purchase additional products or services that help further their goals.

As effective as online courses are for lead generation, they are certainly not the only avenue to be pursued.

#2: Connect with Leads Through Quora

Quora– a question and answer site – is prime real estate for lead generation. The sole purpose people come to this site is to seek or share knowledge. The use of Quora for connecting with leads is partially how University of Toronto Professor Jordan B. Peterson amassed over 1.6 million social media followers and generates tens of thousands of dollars through Patreon each month. This once again highlights the power of sharing valuable knowledge.

When used properly, individuals and business can generate hundreds of leads from Quora. This is because Quora can connect business owners with target consumers who are asking questions related to a specific niche. This provides a channel for brands (personal and otherwise) to share their wisdom for free, while linking to relevant blogs, landing pages, online courses, or other materials that can help the questioner along their way.

Quora also provides organizations with first-hand encounters of what people in their target audience are asking and looking for so that content creation and knowledge sharing efforts can be further refined.

#3: Share Knowledge via Video

Video content is trending harder than cryptocurrency and blockchain; and that says something. People are absolutely enamored with videos on every platform that features them.

For lead generation purposes, no video format is more effective than webinars.

Webinars are a stellar means of lead generation as they are often free (with email signup), provide tremendous amounts of valuable information to a targeted yet scalable audience, and clearly let viewers know that your business has a lot to offer consumers in terms of knowledge; and probably products or services as well.

Marketers are keenly aware of how effective webinars are for lead generation; this is the exact reason why their usage increased by 35% in 2016. In fact, the Content Marketing Institute’s 2016 B2B Content Marketing Survey uncovered that a whopping 66% of marketers claimed webinars to be one of the most effective lead generation strategies.

The bottom line here is that people are hungry for knowledge and video content. Webinars scratch both of those itches.


Lead generation is one of the most important tasks that a business engages in; and time is money. Because of that, businesses must choose their lead gen activities carefully. These three formulas are proven examples of ways you can leverage the resources you have into lead gen machines. Choose one and go for it; your success is waiting.


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