Of course, it can’t hurt if your blog content ends up going viral or gaining traction on Facebook by chance, but stopping there is a big mistake for your content’s overall performance. The main goal of creating blog content on behalf of your business is to generate leads to enter your marketing funnel, while secondary goals include driving engagement, increasing visibility, and building trust.
Your blog often captures the attention of individuals at the top of the marketing funnel, near the awareness stage, which presents an opportunity for your business to actively try to convert these readers into leads to engage with later.
Here are some tips for effectively driving quality leads from your blog content:
The most critical way to spur lead generation is to ensure you’re covering topics of interest to your customer base. You also want to make sure your topics intrigue individuals who interact with your customer base online, since they can help drive additional customers to your blog.
To stay organized, your topics should fall into a few buckets. That way, it’ll be easier to ensure each article you produce fits within your blog’s mission.
By providing useful blog content, you’ll be able to build trust and credibility over time. This can lead to a user interacting with more content from your business. As a result, they’ll learn more about your offerings.
If your blog isn’t covering topics of value to your intended audience, then the rest of these tips won’t work to drive an increase in quality leads.
To find out what to cover on your blog, access your Web analytics to see what has worked in the past, survey your customer base about what they want to know, and identify common trends from your customer service channels to see which industry pain points your blog could help address.
Begin creating an ecosystem of content that encourages internal interactions, especially when it comes to driving conversions from premium content on your blog. As mentioned previously, blog posts are mainly used to engage individuals at the top of the marketing funnel while occasionally serving as a method of reengaging your existing audience.
Because a majority of people reading your content are still in the awareness stage, it’s important to capture them as a lead and begin building a deeper relationship through other channels.
To do so, add a call to action (CTA) within your blog post that encourages the reader to download a premium piece of content, whether that’s an eBook, white paper, video, infographic, access to a webinar, et cetera.
To view this content, the reader must provide his or her name and email, which your business can then collect, allowing your team to reach out in the future.
Highlighting premium content on your blog is a highly effective way to generate email subscribers, which is one of the many forms of lead generation for your business. To continue to develop your list of email subscribers, add an email form on your website that is both easy to find and fill out. The form can either require a person to fill out his or her information or subscribe by RSS.
This form can be added to your blog’s sidebar or top navigation bar, at the bottom of a blog post, or wherever else it can fit on your blog without disrupting the flow of the content. The goal here is to make it as easy as possible for an avid reader to receive updates about your content—while you collect subscribers your business can potentially market to. Include a CTA with your forms, encouraging readers to sign up for more blog updates.
Another way to generate more email-list subscribers is by using pop-ups to get readers’ attention as they view your blog content. Traditionally, businesses have learned to stay away from pop-ups, since they can be an annoyance to users. But if used correctly, they are uninvasive and work to drive sign-ups. Have your pop-up programmed to react to a visitor that is about to exit the page based on the movements of their mouse or how long they’ve spent on your site.
When using pop-ups, include a compelling offer to gain the viewer’s email address, encourage them to download another resource, or remind them of the value your blog regularly offers. That way, you aren’t disrupting them solely for the purpose of gaining their attention.
When composing a post, include links to other relevant articles throughout to drive additional traffic. Although a reader may only read one article from your blog on their own, including relevant links to past articles makes it more likely that they will interact with multiple articles.
By including these links, it’s possible to increase a visitor’s time on site, the number of pages they view, and the likelihood that they’ll download a premium resource or sign up for your email list. Encouraging more interactions should increase the amount of leads your blog consistently generates.
One of the best ways to drive quality leads from your blog content is to include a CTA that offers a free trial or sample of your product—whichever is most applicable to your organization. Giving your audience an opportunity to review your offerings for free instead of reviewing more content can help move a reader through the funnel more quickly.
This approach won’t work for all businesses; however, if you’re selling software or some other product that’s available online, then offering a 30-day trial of your services is a great way to connect your blog content to your offerings. If your business sells physical products at a variety of price points, like makeup or apparel, consider offering a free sample to users who supply their contact information.
Although sending product samples could become expensive very quickly for many businesses, it’s another effective way of driving leads into your database directly from your blog content. Experiment with each of these strategies to see which works for your business and with your particular audience.
Which techniques have worked best to generate more leads from your blog? What hasn’t worked? Share your thoughts in the comments below.