The modern marketer knows about inbound marketing. You already know an inbound marketing strategy includes a blog, but not just any blog. Your company’s blog must include new and engaging content posted according to schedule, as well as SEO best practices to improve viewership. What you may be wondering as your traffic improves is what to do next in the process. How do you take the traffic your blog generates and convert it into quality inbound leads who want to become customers?
In this post, we discuss how your blog can be the gateway to improving your visitor-to-lead conversion rates.
A great company blog goes beyond simply updating followers on company news and events. It focuses on educating its audience, and providing valuable information to its readers. Its posts become tried and true resources, delivering fresh content, on time, every single week. It engages, makes the reader think, and is not a sales pitch. Said differently, a great company blog serves its reader, not itself.
Understanding the concept above is the first step in converting more visitors into leads. Before moving on, think about your own blog, and ask yourself these questions:
Set goals for the type of content you want to create, and then work to build your content schedule around those goals. Like fitness, you should take baby steps toward building a strong foundation for your content strategy starting with 1 – 3 topics; then, work up to blogging more frequently on an assortment of useful topics.
Subscribers see your posts first. They are more likely to share your posts on social media and interact with you in forums and in the comments of your blog. They provide you with nearly instant traffic to your website, because they are notified as soon as a new post is published. Grow this list. Some tips for growing it include:
While conversational marketing could be an ebook on its own, here is a quick and dirty run down of why it is great for your blog. Conversational marketing is essentially a live chat and/or question submission tool that allows your blog readers to interact with you now instead of filling out a form. It’s great for the following reason:
What’s worse than a sales pitch blog post? A post that doesn’t encourage the reader to convert into a lead. Think about it – when you read an extremely informative post, you might think “Oh, this is great! How do I learn more about this topic?” When you can’t find more information, you may head over to Google, do another search, and land on someone else’s blog who has opportunities to learn more.
Don’t let the above situation happen to your readers. Offer them additional, gated content on your blog posts. Show that they can learn more through calls-to-actions (CTA) on every post. If you’re worried about making the CTA look appealing, check out HubSpot’s tool. You can create and place the CTA right within your blog without a developer or designer needed. #NoDeveloperNeeded
Nurtured contacts are qualified leads. Send an email immediately after conversion to stay front of mind and provide even more valuable information to your reader. Nurtured contacts are more likely to visit your blog in the future, have more conversions overall, and become customers quicker during the sales process.
Remember: quality content is more beneficial than optimized content. This does not mean that you shouldn’t optimize for search engines though. In fact, by doing a bit of research as to what your readers are looking for, and choosing low competition keywords to write about, you are far more likely to attract qualified traffic to your blog. Qualified traffic is more likely to convert into leads, and thus into customers. A few tips to keep in mind are:
The most important aspect of collecting leads from your blog is learning from past data. Here are some metrics to consider:
In other words, you’re searching to see what content worked and what didn’t so that you can replicate or eliminate your findings. Test new ideas and monitor their performance as well. There is no one-size-fits-all approach for blogging. You must find your own stride.
After reading our list, what do you think is working and not working on your own blog? Let us know in the comments!
David Sahly has spent his entire career working with organizations of all sizes to come up with practical digital media strategies that work. Before founding Above the Fold Media, he worked at Search Engine People as the Senior Manager of Business Development. He has his hands in every part of the marketing development strategy and is passionate about watching businesses thrive.