Does your lead generation strategy need some more “oomph?” Blogging might just be your secret weapon. Not only will it keep your website fresh, but it can make Google happy, impress your market, and turn casual browsers into committed paying customers. Now, before you start generating leads, you’ll need to have an email marketing system set up to capture email addresses.
Let’s explore how blogging can fuel your lead generation tactics and work 24/7 on your behalf.
Articles you publish are like a magnet – except they attract potential customers, not rusty nails. Publishing fresh, new content to your blog periodically gives Google something new to look at, which can improve your rankings in the search results.
According to the data, websites with blogs get 55% more traffic than websites without a blog; you can’t afford to miss out on that extra traffic.
Traffic is nice, but we’re talking about generating leads here, right? Traffic is just the first step in acquiring leads through your blog. Once your content begins to show up in search results, you’ll have traffic, but there’s no guarantee they’ll convert. That’s where additional digital marketing strategies come into play.
Turning traffic into leads is done by:
· Writing convincing copy.
· Keeping people on the page.
· Keeping your web pages distraction-free.
· Having a good offer (usually this is a lead magnet).
· Making sure your offer matches your market’s needs.
· Having a compelling CTA.
· Capturing exiting traffic through pop-ups.
Let’s explore each of these components in-depth.
Once you have someone on your website reading your blog, you’ll need persuasive copy to convert them to an official lead. This includes using compelling headlines, outlining clear benefits for whatever it is you’re selling or giving away, and a directive telling them what to do next (also known as a call-to-action CTA).
If your blog article happens to be about something more general, and isn’t a direct sales pitch, you can insert your persuasive copy with a CTA at the end of your blog. In fact, this is good practice to do with every blog post you write.
It’s easier to get conversions when you’re pulling in targeted traffic, but people still tend to bounce fast if they don’t like what they see in the first few seconds. This is where interactive content can be helpful, if it’s relevant to your niche.
Quizzes, calculators, and niche-related assessments can be a great way to keep people engaged, and get them to sign up for your email list. People love getting personalized results from quizzes.
If interactive copy doesn’t work for your niche, you’ll need to rely on compelling headlines and possibly images or video to capture attention.
Leads convert better without distractions, so make sure your blog blends into your website seamlessly. Don’t make it fancy with elements all over the place. Keep it simple and direct the focus to your email capture form.
Originally, blogs had sidebars and looked somewhat like a newspaper, with a bunch of stories laid out all over the place. Unless you’re publishing an actual news blog, keep your design as simple as possible. Sidebars are good for desktop users, but on mobile, they just get in the way since they’re displayed in-line.
A lead magnet is something you offer in exchange for a visitor’s email address, and it needs to be good to work. People are inundated with emails and the last thing they want is to sign up for yet another list – unless you have something irresistible to give them.
A typical lead magnet is a PDF file, like an ebook, cheat sheet, white paper, or guide. Other effective lead magnets include links to watch a webinar, or a generous discount.
Lead magnets work because people love free stuff – especially if it solves a big problem or gives them insight into something they care about. However, it only works when the offer is aligned with your market’s interests. For example, if you’re a fitness coach, a “Meal Prepping for Busy Professionals” guide could be your golden ticket.
Don’t guess at what your market wants. Conduct market research to find out what your market’s pain points are, and use that information to create an irresistible offer that solves their pain.
A good CTA will gently nudge your visitors into taking the action you want them to take – like signing up for your email list. Make your CTAs action-oriented and benefit-driven, such as “Get Instant Access” or “Claim Your Spot Now.” Don’t forget to tell people what to do. The average visitor won’t take action unless prompted.
Place CTAs at various points throughout your high quality content. The best places are at the end of your blog posts, in pop-ups, and sometimes they work great in the middle of popular or long posts.
Exit-intent pop-ups are the best thing since sliced bread. This is a type of pop-up that appears when a user moves their mouse off the page, as if they’re about to close the browser window or tab.
Just because someone decides to leave your page doesn’t mean they can’t be converted. For instance, using an exit-intent pop-up can convert an extra 2%-4% of visitors and boost revenue by 30%.
Every time you publish an article on your blog, it’s like sending a love letter to Google, but without the awkwardness. The more posts you have, the more pages Google can index, which increases your chances of being found in the search engines. Statistics show that regular blogging can generate 434% more indexed pages in search engines.
While not every web page you publish will rank high, the best ones will generate traffic and bring you some qualified leads. The key is to start slow and keep a steady pace. Don’t publish 30 blogs in 30 days if you don’t plan on maintaining that flow. There is no exact number of articles you should publish in a set amount of time, but it’s generally advised to publish at least a couple every month.
SEO isn’t as straightforward as it used to be, now that Google uses more than 200 different ranking signals and nobody knows exactly how the algorithm works. However, there are several things you can do without having to hire a professional SEO agency.
Start by making sure your entire website is optimized with the basics of technical SEO, and then focus on writing valuable content. You can use keyword research tools, like Ahrefs or Semrush to find ideal keywords and phrases related to your niche, and then write your articles around those terms while keeping the focus on providing value.
Guest posting – a form of content marketing strategy– is a great way of generating high quality leads, but not all sites are created equal. To make it an effective lead generating strategy, you only want to guest post for websites that are in your niche. To get relevant traffic, you need to share a market with the site where your guest posts are published. Your ideal and valuable leads are people who are already interested in what you offer.
The fastest way to start guest posting is to look for blogs in your niche that accept guest posts. However, avoid sites that require payment because this can get you in trouble with Google. The best partnerships are ones that are mutually beneficial. Meaning, you’ll provide a quality article for the publisher’s target audience and in exchange, they’ll let you promote your products and services.
Everyone has a business or individual they consider a trusted authority on important topics. If you want people to think of your brand as an authority, blogging can help you earn that expert reputation in your niche.
Being a trusted brand in your niche can help you get not only leads, but immediate sales. In fact, 56% of people say they’ve bought something from a company after reading a blog post.
Building authority and trust with your audience is the cornerstone of successful blogging. Generally speaking, authority is earned by demonstrating expertise and knowledge, while trust is cultivated through consistency, transparency, and genuine connection. Here’s how to master both when you blog:
· Publish high-quality, well-researched, in-depth content. Readers trust blogs that cite their sources while delivering actionable and insightful content. The deeper you go, the more your expertise will shine.
· Highlight your credentials. If you have degrees, certifications, or if you’ve won awards in your industry, make sure your readers know. You can place your qualifications and accomplishments in the “about” section of your website, or in your author bio that shows up with each blog post.
· Write posts that address common problems or questions in your niche. Use credible sources when backing your claims, and try to include real-world examples from your own experience when possible.
· Post consistently. Reliability fosters trust. When readers can count on you to post regular content, they’ll be more likely to view you as an authority.
· Take a stand. Controversy tends to divide people, but that’s a positive thing when it comes to the lead generation process. When you take a stand on controversial topics relevant to your industry, you will divide people. However, the people who agree with you will become fiercely loyal, as opposed to your audience just being moderately interested. Your loyal fans will spend more money with you and bring more leads your way.
· Engage with your audience. When you interact with your audience, they feel heard and understood, and it shows them that you’re genuine. Respond to emails and social media posts when possible, especially when people have questions, concerns, or complaints. Doing this can actually help drive social media conversions.
You already know you’re an expert in your field; you just have to earn that reputation with your market. When your blogs effectively showcase your expertise, they help capture leads and turn them into qualified prospects.
When you deliver consistent, high-quality, valuable content through your blog, you build a relationship with your leads that makes them want to stick around for more. Although it’s not as direct as email marketing, it still works. Companies that nurture their leads generate 50% more sales.
Blogging allows you to nurture leads at every stage in the customer journey, even before they sign up for your email list. Some people read blogs for months or years before signing up. Don’t skip this valuable component.
Blogging can work some serious magic for your business if you give it a try. With benefits like increased traffic, better SEO, and more trust, it would be a shame to ignore this worthwhile strategy. Blogging isn’t just a trend – it’s one of the best lead generation strategies around. So get those words flowing and watch your leads grow faster than your to-do list on a Monday morning.
Are you struggling to turn your website visitors into leads? If you feel like your lead generation ideas have hit a plateau, our lead gen experts are here to help. From creating winning strategies to publishing effective lead-capturing content, we’d love to work with you.
Contact us today for a free consultation to learn more about how we can help you turn traffic into qualified leads.
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