When the Internet was in its adolescence, a phenomenon called "blogging" took hold and forever changed the way businesses reach their customers online. Two decades later, everyone from stay-at-home moms to Fortune 500 companies posts blogs for a variety of reasons.
The value is clear. A recent HubSpot study showed that marketers who prioritize blogging are 13 times more likely to enjoy positive ROI than those who do not.
For a business, blogging should do more than let followers know about recent company news and events. When it is done right, it can establish you as an authority in your field, provide an inside look at your workplace culture, and boost your SEO.
By crafting posts that educate customers on your product, service, and industry, you position yourself as a go-to resource in your audience’s time of need. The more value that is attached to the pages you publish, the more favorably search engines like Google look at your website. As a result, you’ll attract more visitors via search.
Example: Companies that have embraced blogging receive 97% more links to their site. And, as we all know, inbound links are one of the most important factors Google takes into account when ranking your website.
Once visitors land on your site, you want to capture their attention, call them to action, and turn them into customers. But before you can capitalize on their customer lifetime value, you must capture their personal information through a process known as “lead generation.”
Here are 12 techniques to improve your lead generation marketing strategy through the use of blogs:
A call-to-action is a way to compel your reader to take action. They’re always included in landing pages and in ads, yet they’re underused in blog posts. If you’re writing a post on how to generate leads, try including a link in the text of your post to a relevant ebook or whitepaper.
The Hello Bar spans your page and includes a CTA that helps you drive traffic to landing pages and squeeze pages without being overly invasive. It is one of the most popular ways to generate blog leads today.
If users aren’t compelled to click immediately, it follows them as they scroll to read your blog post. In terms of lead generation, the` Hello Bar can be a powerful tool. One user was able to gain 1,180 email subscribers in just 30 days.
Just because you offer free tips about ways to improve someone's business does not mean you can’t hold a little something back for those who are willing to give a little extra in exchange for more information.
Tease your readers with exclusive content that can help them even more than free access to your blog. These value-added items entice readers and build your authority.
As the owner of a restaurant, a great way to generate leads is to offer blog readers a chance to buy food items at a discounted rate. Provide discounts to those that subscribe to your email newsletter, or offering to send deals via text message so that the reader “never misses a thing.” Those "things' could be free appetizers or drinks.
When you have created content that you think will be valuable to all your readers, consider using something called a “welcome redirect.” WordPress offers a plugin that will allow you to direct your website visitors to a lead capture page before they even reach your blog.
Keep in mind, this is a more “in your face” tactic as opposed to other passive measures. Because of that, it can be an annoyance to your blog visitors. Always A/B test to make sure it’s helping your conversion rate more than it is hurting it.
When you’re reading and scrolling toward the bottom of a blog post and a box in the lower right-hand corner of the page slides in, inviting you to download the company’s latest white paper, this is called a “Slide-in CTA.” With these, you can offer valuable additional content related to the topic.
The trick is offering more in-depth content related to the blog post that’s being read.
Not everybody has time to reach a 2,000-word blog post. To address this, you can offer shorter, downloadable summaries in exchange for a name and email for those who want to get the key takeaways without having to read the entire blog post.
In many cases, the two most common causes of conversion rate death are ignorance and neglect. To avoid silent killers that could be lurking on your landing page, here is a checklist of 6 tactics that are conversion killers:
Armed with these tips and a fully customizable landing page software, you’ll be able to alter your landing pages without IT to boost your conversion rates. The summary above is much shorter than a full blog post, underscoring its potential value as a lead gen tool.
Margin banners are a staple of almost every blog. Most of the time, they are CTAs that urge you to download content or sign up for an email list.
Including an industry influencer adds authority to your blog. The first step is to join a social network to find accounts that have a massive and engaged following. Second, you’ll need to engage them. “Like” their content on Facebook, retweet it on Twitter, and comment on their blog posts. The goal is to make yourself recognizable to them. The more they see your logo or personal photo, the more familiar you become.
Third, you’ll need to reach out to them in a way that no one else is. Influencers get thousands of emails a day asking to promote a brand, product, or a blog post. Keep your tone friendly and relatable to increase the chance that you get a positive response.
The “comments” section of an article is one of the best places to generate qualified leads because these are the people who care enough about your content to engage with your brand. They ask questions, give kudos, or provide suggestions.
The next time someone asks you for more information on a particular point in your blog post, answer it not only with a well-thought-out comment but include a CTA to a landing page where they can download an ebook or whitepaper to get even more information on the subject.
After you’ve clicked through to a blog post, time-delay pop-ups jump out at you and proclaim “Join our email list!” or “Download our marketing report!”
Some of the web’s biggest and most well-known authorities use these tactics to generate leads on their blogs.
After a reader finishes a blog, the reacher's entire screen can be monopolized by a pop-up. This is called an “exit pop-up.”Some of the web’s most prolific marketers use these to do everything from gain Facebook fans to generate leads.
To boost your business, create a landing page in minutes without the help of IT. Then drive and convert your blog readers to your landing page using these 12 tips to turn your blog into a lead-generation machine.