Let’s start this post with one important question – why did you start your business blog?
To get comments, likes and shares?
You are writing stuff and getting the desired outcomes. Whew! Efforts are finally paying off it appears.
But wait… this is not why you started your blog, right?
Most people start a business blog to garner as many inbound leads as possible and everything else is just a by-product.
After all, a business blog can easily be turned into a lead generation tool. And this statement is proven true when you look at the stats.
According to a report, companies that blog generate 67% more leads than those who don’t, 434% more indexed pages, and 97% more indexed links…all of which lead to better SEO and ranking.
Also, companies that publish more than 16 blog posts in a month tend to generate nearly 3.5x more traffic and 4.5x more leads than those that only publish between 0-4.
These statistics should be enough to make you consider blogging.
However, your business blog doesn’t turn into a lead generation tool automatically. You have to put in a lot of effort and should have a couple of strategies and tricks up your sleeves.
Read on to find out some of these tricks and strategies to turn your blog into a lead generation tool.
1. Leverage Content Upgrades
The best thing about this strategy is that it not only generates leads, it actually generates high-quality and productive leads.
An email list inundated with leads that are unlikely to ever buy your product holds no value.
The main goal is to target your blog content to the specific customer profile.
And this where content upgrades come into place – they save you an extra hassle, time, money among other things.
But what is it exactly and how does this work?
Content Upgrade is just a copy of content that you offer to your prospects in return of their email address.
Let’s access this with an example:
You write a high-quality and engaging blog post with useful tips and strategies.
Now, instead of doing the obvious by publishing the whole content on your business blog, you add only a glimpse of the content along with an opt-in form. Now that you have grabbed your readers’ attention, you will ask them to provide their email address to “unlock” rest of the content.
Have a look at this perfect example for upgraded content:
So, this is actually a one step ahead of your regular lead capturing ways. Now, rather than capturing plenty of unproductive leads, you can mostly focus on productive ones.
But make sure that you write high-quality and niche-specific blog posts, otherwise, not many people would go through the trouble of entering their email to read the rest of your post.
Despite talking about this over and over again, a lot of people still don’t use call-to-actions to generate leads.
According to Small Biz Trends, 70% of small business B2B sites lack a call-to-action.
And it is actually a huge mistake.
Since you are not telling your audience what to do next, they will simply exit your website as soon as they are done reading the post. It’s like you are posting content without any end goal.
So add a call-to-action to capture the leads and make sure that you make your CTA action-oriented and as persuasive as you can.
Now don’t get over enthusiastic and clutter your content copy with gazillions of CTAs. Okay, that’s a bit of an exaggeration.
But you don’t want to crowd your page.
Just choose one of the options to place your content.
- CTA at the top of your blog post.
- At the end.
- In-between the post
- Exit pop-up CTA
- In the sidebar
- Header CTA.
3. Retargeting the leads
If I had a penny for every time I heard people whining that they are not capturing enough leads despite attracting huge traffic, I would probably be loaded.
Okay, on a serious note – why do you think this keeps happening to so many people.
One reason we have already discussed above, that is the lack of an action-oriented CTA.
But there can be other reasons as well. For example, maybe your visitor was simply pressed for time or didn’t like your content enough to read it till the end. There are so many reasons one can think of.
And that’s where Retargeting will work its magic!
Here’s how it works:
You place a small code called pixel on your website to keep track of your visitors. This pixel will then follow them around on the internet and will display your ads on the websites they surf.
Have a look at this pictographic if the explanation confused the heck out of you. It sums up the whole retargeting process perfectly.
You can use so many regretting services including ReTargeter, Perfect Audience and more.
Once your visitors see your ads, they are bound to get tempted to check your product or service out for the second time.
It’s not every day that one gets a second chance, so make the most of it and grab it with both hands.
4. Promote your blog (in the right places)
You have a published a high-quality blog article, but are you sure that it reaching the right people?
How long will you wait for people to come to your website on their own accord? Why not promote your content effectively so that it reaches the right audience?
If you want to turn your blog into a massive lead generation tool you have to promote your content to a large extent.
From email marketing to social media channels, there are so many ways to promote your blog articles.
But simply promoting it is not enough. The key is to promote it on the right platform so that it reaches your target audience.
For example, if I’m running a B2B marketing agency, I would prefer to promote my content on platforms like LinkedIn or even Twitter. On the other hand, if I am selling fashion merchandise for millennials, promoting my content on LinkedIn wouldn’t help that much.
So, properly research your social media audience before you start promoting your content on social media.
5. Focus on qualified leads
I can’t stress on this enough. While it’s a good thing that people in large numbers are flocking to your blog or are sharing it to their own network, but your prime goal is to capture “qualified” leads.
Because when it comes to leads, quality always trumps quantity.
I would rather prefer 10 qualifies leads over 50 generic leads. So, don’t waste your time on leads that don’t seem to have any intention of going through the sales process.
So, how will you filter out the unqualified leads?
Initially, the best way to do that is by asking for more information other than just their email address.
For example, you can add surveys or a questionnaire at the end of your blog post and ask for information like their company size and more.
Qualifying leads like this will save you a lot of headaches and will give you more time to focus on productive leads.
Summing it all up…
So, these were some the major strategies that will help you turn your business blog into an effective lead generation tool.
It is worthy to note that blogging is not just about creating a content strategy – don’t lose track of your end goal, that is to generate leads.
And again, don’t forget that the main motto is to generate qualified and productive leads. These points will help you stay on the track without losing track of your goal.
Also, don’t forget to keep your layout minimal and classy so that your visitors won’t be distracted and will focus only on the content of the blog.
Which strategies are you using to turn your blog into a lead generation tool?