Doesn’t matter if you’re a B2C or B2B marketer, one of the most crucial function of your team is Lead Generation. And lead generation is something we all try improve upon every passing day. In the course of time, Blogging has started playing an instrumental role in bringing leads to the websites, yes we are talking about B2B Blogging. If your company blog is not generating leads – as in: a lot of leads, you’re missing out on what is may be not only your one of the best opportunities to convert your organic Web traffic into actionable, measurable sales inquiries, but also it is the best way to actually showcase the rightful ROI from investment on social media.
We are well aware that to engage well with the clients we ought to have good content and if that content is written excellently, then it becomes something that the clients would love to share with other people in their networks. Though this process, your blazingly written content and your company attains a wide reach and targets bigger audience. Content Marketing Institute once said that the percentage of people who appreciate companies that deliver custom content is as high as 62%. But creation of content is just is the first step, the next bigger step is to distribute it to right audience to get qualified leads on your table!
Just to make Blogging an easy drive for you, we have jotted some tips and points which you must follow in order to generate more leads.
As a marketer, you must know your target audience and what stuff they search on internet. This information is essential for you to solve their problems. You need to know their pain areas and how you or your company for that sake can help them find a suitable solution to it.
This data can be found on Google Keyword Planner. All you need to do is to plug in the keywords related to your industry and then observe how people search for service or product. Once you are acquainted with this information, you can easily plan content that essentially targets these keywords and provide answers to the questions your prospects are seeking for. Reaching out to more people, who are specifically making searches in your industry, means reaching more and more leads.
A call-to-action (CTA) is a strong way to derive immense leads from content. There are high chances that someone somewhere may click a link on some social media platform and end up reading your blog post. But does that tell that they really interested in your product or service? To assure yourself that your content is actually getting welcomed, you must insert a CTA that may ask the viewers to sign up for a newsletter or may be asking them to download an e-book. Both these CTAs ensure you that the viewer is interested in keeping touch with your company/brand. If your viewers opt to download an eBook, you’ll know they are interested in educating themselves in your area of specialization, which makes them a great lead to target with your future content.
It’s very much plausible that most of your blog traffic will come, not from viewers or visitors meandering over from the main company website, but through organic search. Therefore, to drive blog traffic, and more sales leads, the title of each post must be optimized for search, and the language must be able to drive interest and engagement. Ask yourself: if a person sees only the title of the post, and nothing else, would he/she be provoked to read that post?
A blog is an opportunity for you to drive traffic to any web page you want. Linking the keywords within the blog content to some targeted Web pages or may the landing pages has been proved to be a very impactful and effective way to drive sales lead. It also increases the SEO rankings of the targeted pages. But you must be very careful while using this technique. If Google finds that this technique is an attempt to manipulate links to your website, it can penalize your company quite heavily.
We totally stand by the point that the best way to convert the organic blog visitors into subscribers is offer some amazing content. But, what if you don’t provide people with required subscription options? In case the only way to subscribe to your blog is via RSS, or email, then you're surely missing out the game. There would large subset of leads who might be preferring other channels, else RSS or email. Because of this reason it is of utmost importance to offer as many subscription options as possible to target a bigger chunk of visitors. You must offer subscription to your blog via mediums like RSS, Email, LinkedIn,, Facebook, Twitter etc.
You can go on posting an excerpt from the actual long-form content as a blog post and then you can give your readers an opportunity to read the complete version by clicking on a “Download” button. Just from a small excerpt you’ll get know what content your audience really welcomes and makes efforts to download and read the rest of the content you have posted.
It’s high time that you should actually dump the standard widgets namely “Tags” and “Categories” and instead make use of the treasured sidebar to promote downloadable offers. This must be done for the content that really drives engagement and sales leads. You can go on creating ‘’Download’’ buttons for content like videos, or recorded Webinars that connects with the topics you cover on your blog, and egress those offers behind landing pages and mini registration forms or so. This way, the readers who appreciate reading your blog content can have a vehicle at their disposal to request some additional, related content.
It’s written nowhere that every content you post on the blog has be a standalone editorial content. For example, if you’ve just published a new eBook, you can go about writing a blog about that content and simply provide a link to the full version of the eBook in it. Just take care of one thing that their should be something of value to the readers even if they do not access the full content. And do also remember not to overdo promotional posts. One such post every month is absolutely enough.
It will not be wrong to say that social media plays a vital role in almost everyone’s life today. People all over the world are connected through Facebook, Twitter, YouTube, Reddit etc. And blogs, they are not far away in the list. They are easily shareable and help the potential leads to interact with the company website. Sharing your company’s content on the company’s blog and social handles is a decent start, but there’s much more to the game. You must pull up your socks to find out the groups or hashtags that are relevant to your industry type. You can also research the forums to make it a point that your content is shared there as well. You may go on targeting people knowledgeable of your industry already. This is a great medium to drive some really qualified leads to your table.
Imagine, you created an engaging headline. People across the web shall click that link and visit your website. Post reading the content, they might as well share your content on their personal social handles or they may publish it to other online forums. Not only this is the cost-less advertising, but it put your brand in front of people to whom you otherwise would have never reached.
You might think of Email Newsletter as a thing of past, but it is a powerful way to increase the blog traffic, leverage what you have investment in blog content, and drive more and more sales leads. The key is to frame up the all new blog posts and email that packaged content in the form of a newsletter along with the links to the full articles, to your marketing database.
So gear up for writing your blog the right way and there shall be leads flowing on your table.
Do share with us and we’ll be happy to read that!!
Know some more tips for blogging the right way?? Tell us in the comments section below.