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.
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.
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?
Why Web Analytics Are Important
How to Drive Traffic to your Website
No “More” Marketing
We (consumers) are in an era that Jay Baer calls an “invitation avalanche.”
Think about it. Every where you turn you’re being invited to follow, friend, find, like, or share not only company’s information, but friends and family too. Even when your mom puts a message on Facebook, it dilutes all the other messages that are being shared. Messages that marketers are trying desperately to get you to engage with.
Marketers today not only have to compete with other businesses, but with everyone else that is sharing information. Not just on Facebook, but all social and email platforms. At lets face it, consumers go to great lengths to not encounter “marketing.”
How Do You Get Marketing Messages Seen?
Certainly not with “more.” Can’t we all agree that we don’t need to read more tweets, more Facebook updates, or more emails. What we (marketers) need is relevance. Or another way to say it is, helpfulness.
Case in point: Geek Squad. They have posted hundreds of “how to” videos on their Youtube Channel. These videos teach the exact things they charge customers for.
“Aren’t they giving away their business” you ask.
Robert Stephens, founder of Geek Squad, was speaking at a conference a while back when a member of the audience asked “Robert, you guys are in the fixing business, yet you’ve got all these videos that show people how to fix stuff without you. How does that make business sense?”
Robert responded with humor but dead on. He said “our best customers are the people that think they can fix it themselves.”
I couldn’t agree more. I’ve certainly paid for services like Geek Squad because I thought I could handle the project myself, but then quickly realized I was out of my depth of knowlege.
“Friend of Mine” Marketing
Your content should be so compelling that your audience allows your brand in their inner circle. Jay calls this “Friend of Mine” marketing. Meaning the content you’re producing is so relevant, that once your target audience needs help, they are not going to “Google a company”, they’re going to call you. After all, they’ve watched your instructional videos, read your blogs, and downloaded your whitepapers—all of which were helpful to them.
Remember though, it’s not a quick close. Being useful in social media and content marketing is all about the long game.
Interview with Josh Clark: Mobile Design and Strategy
Today consumers regularly, if not exclusively, access online content on their mobile device. What does that mean for businesses? Where does mobile fit into your digital interface?
Yesterday I had the chance to chat with Josh Clark, Keynote Speaker for the Atlanta Drupal Business Summit and Drupalcamp Atlanta. Josh specializes in mobile design, strategy, and user experience.
In this interview, Josh previews his talks for both events and answers questions about mobile strategy and design such as:
- What are the biggest hurdles companies face when “going mobile”?
- What new mobile standards and technologies will Drupal need to embrace to stay relevant?
- What are the next phases of responsive design?
A Challenge to Conquer
Today I signed up for my first half marathon. The Weather Channel Half Marathon on Thanksgiving Day. There is a bit of an overwhelming feeling that comes with it. But, that just presents itself as a challenge – one to be conquered.
So, over the next few weeks/months, I will be posting my training schedule, fears, successes, and overall thoughts. Read if your interested, ignore if you’d like, or offer suggestions/advice from the ones you’ve done in the past.
If nothing else, posting will help me stay motivated and accountable.