Improving Lead Generation Using Your Company Blog

If you’re looking to increase your company’s digital presence and lead generation, one place to spend time auditing is your company’s blog.  Does your blog do a good job of answering questions your buyers have? Are you consistently blogging and optimizing your posts for SEO? Are your titles compelling enough to attract the reader’s attention?

I could list numerous more questions to ask, but in this post I wanted to specifically talk about how your blog should function as a triage for your lead generation efforts by creating momentum with visitors who are likely to buy.

Since the end goal of a business blog (or any customer facing content asset) is to stimulate demand and generate enquiries, here are a few tips to increase conversions:

OFFER RECOMMENDED READING

Like what you’re reading here? At the bottom of this post there are additional resources that are related and relevant to lead generation.

Offering visitors another post on the same page gives them a reason to stay and click around other content. Related post plugins like this can also help with SEO.

OFFER DOWNLOADS

Many marketers spend countless hours/dollars creating outstanding eBook and whitepapers only to use them sporadically in email campaigns. Apply a bit of creativity on your blog and showcase your solutions with an offer to download related content. Offering downloadable content on your blog increases your website’s secondary conversion points, and a great way of generating reconversions.

Developing a Strong SEO Keyword Strategy

SOLICIT FEEDBACK

Show that your blog isn’t just one way communication by asking for feedback. Serial Atlanta entrepreneur, David Cummings, does a good job of always ending his blog posts with a question.

Encourage discussions by seeding comments on new blog posts so visitors aren’t shy about being the first one to comment.

Use your site’s analytics to establish which topics people liked the most.

GAIN PERMISSION TO SEND SPECIFIC UPDATES BY EMAIL

Email remains critical to business marketing communications– securing an opted-in email address is a primary goal for most businesses in the process of building a new business pipeline.

Dig a bit deeper and you can build targeted email lists based on specific site content.

Targeting content at niche groups builds trust and moves a minority towards transacting.

AND MOST IMPORTANTLY

Don’t give up! Most blogs fail in the first few months because companies start one with the best of intentions, but then quickly realize it takes time, money, and resources. If you’d like some help identifying your buyer personas and coming up with a content strategy feel reach to reach out to us. We’d love to help.

What other demand generation techniques have you used on your blog?

Related Resources

Why Web Analytics Are Important

How to Drive Traffic to your Website

Maximizing Social Media Through Email

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About AdamWaid

Adam Waid is a revenue marketer. With over 10 years of industry experience Adam is a strategic thinker who has a passion for producing revenue-generating results through solutions-driven marketing. Director of Customer Success at Pardot a Salesforce Company, Adam is focused on customer adoption, building scalable processes and programs, and delivering increased customer satisfaction and retention. Adam has a passion for ensuring Salesforce customers achieve the highest revenue possible using marketing automation. Adam is extremely active in the Atlanta marketing community. He was named 2014 Atlanta Interactive Marketer of the Year by AIMA; chairs the Marketing Automation group within the Atlanta Interactive Marketing Association (AiMA); organizes quarterly marketing automation meet-ups, teaches Digital Marketing courses, has written over 60 marketing blogs, 5 digital marketing eBooks, and speaks regularly at industry events.

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