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.

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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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?

Marketers Ruin Everything.

Let me start with what annoys me about online video: commercials.

I went to Youtube recently to watch a commercial that someone in the office was talking about. Before the commercial came on, I had to watch another 30 second commercial. Watching a commercial in order to watch a commercial = one annoyed viewer.

But, I must get over it. With the rise in popularity of online video, companies everywhere are trying to “go viral” with their best sales pitches. Which means, other marketing companies will be placing their ads to catch your attention.

I tend to agree with Gary Vaynerchuck in that “Marketers ruin everything!” He said that, among many other outstanding things about social media and marketing, in his recent keynote address at the Digital Summit in Atlanta this week. #dsum11

It’s true though right? Great marketing gets your attention. From there, other marketers mimic the efforts. Which leads to more and more efforts that are similar (call it trends if you will). Eventually, the “market” is saturated with similar tactics and then the consumer chooses to ignore it. Let’s take a moment of silence for Banner Ads, Sponsored Search Results, and Direct Mail.

MATRIX is not immune to this thinking. We know that online video is popular, and we want a piece of it. However, rather than sitting around brainstorming the best way we can “go viral”, we’re evaluating the content that we currently have, and brainstorming ways we can simplify and put it on video.

Now, we’ve created video “case studies” for our Business Intelligence group, fun videos showcasing things about our corporate culture, and highlighting our true heart-felt importance of community service.

Have they gone viral? Hardly.  Do we want them to? Sure why not! Let’s make Kwesi Oseitutu the next Old Spice man!

The point is, MATRIX isn’t trying to spam, nor is our goal to win a Webby. We are trying to provide our customers another insight into our business and corporate culture.

Our most recent “video venture” is taking our technical jobs and putting them on video.  It’s not polished. It’s not over-produced. But it’s real. Real information about the opportunity, the work environment, and the skills needed to land the job.

In the end, we’ll keep testing out different forms of video that work for our business. Scratch the ones that fail, then saturate the streaming web with those that work.

Unplugging – There’s (not) an App for that.

On my morning drive into work, I shuffle between several radio stations. News Talk, Country, Top 40, and “Family Friendly.” On Monday morning, I found myself engaged in a conversation that was taking place on Atlanta’s Q100.

The topic: are we too “plugged in”? Particularly, they were focusing on kids that play video games and watch movies for hours each day.

But, that evening, as I was thinking through the conversation and the amount of time that the parents and kids spend in front of their computers, TVs, videos etc., I started thinking of how social media has elevated the amount of time professionals spend “plugged in”.

Twitter. 4-square. Facebook. Apps. iPhones. Droids. iPads. iPods, Kindles. Blogs. The list could go on and on.

I was sitting on the couch and took a moment to look around. The scene in my house looked like this:

My wife and I were both on our laptops.
The TV was on.
I had Twitter, Facebook, and a blog up.
Both of us had our cell phones near our lap.
One ear-bud of my iPod was in so I could hear the music I wanted to download.
And did I mention I was trying to carry on IM chats with several kids in my church youth group?

Don’t get me wrong, I love social media (obviously). And the technology that our generation has at our finger tips is nothing but astounding.

But, being in a business where “building relationships” is key, it’s hard to learn the boundaries. According to HR Examiner, the most influential recruiters are those “plugged in”. In fact, 100% have a blog, 40% have more than one blog, 96% are on Facebook, 88% on Twitter, and on average have over seven different presences in social media (LinkedIn, MySpace, Facebook, Twitter, Blogs etc).

Should I even touch on how many passwords you need to remember?

So, my question to you, does our generation know how to unplug? Is there an app for that? Should one of the 3,000 text messages teens send per month say “turn off UR cell”. I also believe one of the main reasons 64% of Americans watch TV online is so they can multitask.

It’s hard. Trust me. I tried last night and lasted till about 9pm when I checked the weather online, then found myself bouncing off into four other sites within a matter of minutes.

My prediction for social media in 2011 – people will be seeking “balance”. Learning how to leverage the powerful tools, yet not spend their energy trying to be in all conversations at all times – becoming better at targeting the right conversations.

So, now that I’ve written this blog, I’m going to turn-off my computer and go for a run. . . after I check Facebook one last time.

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.

What Happens on Twitter Stays . . . Everywhere.

I don’t think people actually realize that what happens on Twitter can hang around like an unwelcome in-law (none of mine of course, I love all mine). If you are looking for a job, or just want to KEEP the job you have, think twice, and maybe three times about what you tweet. Social media can be a very powerful tool for finding a job, gathering information, and networking. However, it can royally mess up your career, or land you in court, if you don’t use common sense when updating.

Below are actual tweets I found by doing a few simple searches on Twitter:

1. So since my boss is a #$%*@, I have today off and may get fired tomorrow.
2. En route to work…still drunk
3. So I came to work this morning w/ my shirt inside out, my hair a mess, and kinda drunk. . .
4. From the moment I got into work today, all I’ve wanted to do is get drunk…
5. I hate my job, boss and schedule.
6. People are stupid. I hate them. My boss just walked in. I hate him too.
7. I hate when my boss trys to wear feminine color polish on her manly @*$ hands!!!!
8. One of my coworkers will realize that smell is actually his breath….
9. So according to my coworkers my new shampoo and conditioner makes me smell like im drunk? Haha how does that work?
10. Got drunk as hell last night….at work bout to pass out
11. At work but not working, wassup wit u
12. I’m having a fantastic time not working at work, lol.

Though I got a good laugh out of some of the tweets, especially number 7, I couldn’t help but think of what might happen to these people if someone in their organization saw their tweet.

I don’t mean to “scare” you so you never use social media. It’s a great tool. But just re-think that status update or tweet before you hit publish.

My Interview with “The Job Stalker”

Through a series of Twitter interactions I met Brendan Tripp, a marketing and communications professional in the Chicago area. Brendan writes a regular blog series titled “The Job Stalker” where he shares helpful resources about for those that are looking for a job.

Recently, Brendan highlighted MATRIX as a company job seekers should get to know on Twitter. And for those that don’t know I am the “voice behind the M.” You can read the full interview where we discuss the job market, social media, and networking here:

http://www.chicagonow.com/blogs/job-stalker/2010/08/some-other-folks-on-twitter.html

3 Overplayed Songs – That I love Anyway

The other day I came across Plinky.com. A site I’m sure a lot of you know, but was new to me. The concept is to ask you a question to help spark a creative writing topic. I experience “writers block” quite often, and my MATRIX teammates are always telling me that they would like to blog, but aren’t sure what to write about.  Plinky might work for you, or might not, but the concept is good.

The question I was asked was “Name three overplayed songs that you love anyway.”

So here are my current three choices:

1. OAR – Shattered

2. The Script – Breakeven

3. The All-Amercian Rejects – Gives You Hell

What are your choices for the most overplayed songs (but you love them anyway)?

If Plinky isn’t cutting it for you, here are a few more tips to help relax your writers cramp.

“How Do You Know She’s a Witch?” . . . “She Looks Like One!”

Social Media. Social Media. Social Media!

There. Let’s get it out of our system.

Nowadays companies love to throw a social media “phrase” into the mix, sometimes completely unrelated and out of the blue. Much like the peasants in Monty Python (watch the scene here). trying to dress up a witch, companies throw up a Facebook page and declare they are now on social media.

Yes, SM is great. But I say it all the time, it’s not the “Holy Grail” of marketing.

More importantly than creating a Facebook Page or jumping onto twitter, is looking at how SM can fit into your overall marketing strategy. More specifically let’s talk about the “customer experience.”

In some companies the “customer experience” is managed by a completely different department. But at MATRIX we talk a lot about it in our marketing meetings. After all, the marketing department should be helping with your branding, and the customer’s experience is going to brand you. Good or bad.

Because Social Media was the “buzz” of 2009, companies every where were throwing up SM positions and targeting recent college grads to start tweeting.

I understand that SM its new territory and companies were unsure about it’s “value,” but one thing that was failed to realize was SM, if done right, plays a HUGE part in your customer experience.

So, let’s back up. What do you do? How can you ensure that SM fits into your overall strategy, and guarantee that it provides a great experience for your customers?

1. Make sure your SM team knows your brand! It’s easy to tweet or create a Facebook page, but does the person behind it know your brand to the core? Better yet, do they know your target audience.
2. Train your team on “best practices.” How should they respond to a complaint? Or to a question they don’t know? – For Heaven’s sake, don’t just say “I don’t know. . .”
   
3. Engage them in the discussions about your marketing strategy. The SM team should know what the overall goals are. Brainstorm ways that SM can fit into and help achieve those goals. Basically, make sure they know where the company is going.
4. Incorporate SM efforts into your CRM strategy. If your SM team deals directly, even as much as a RT from a client or customer, it needs to be documented. You want to ensure that the rest of the company knows there was an interaction. Especially if there was a complaint. If you customer complains on social media, they shouldn’t have to then talk on the phone with someone that has no idea about the complaint.
5. Encourage them to “look deeper.” This is probably the most vague point, but don’t just settle for the status quo. Encourage them to  look deeper at the stats. What are the trends, what does your audience seem most interested in?

As you quest for your own Holy Grail using Social Media, keep in mind it all comes down to forming genuine, not illusory relationships. Providing a way to connect with your customer and ensuring that they have a good experience with your brand.