It’s great to have a blog. Even better to have a good blog. However, if all you have to show for your efforts is a great-looking blog, with no leads, what exactly is the point? After all, the purpose of your business blog is most likely to secure and bring in qualified leads. If this scenario—having a good-looking blog but not effectively targeting leads— sounds familiar there is no need to get discouraged. We are here to help you gain the leads you want and need to keep your business thriving.
Keep it Updated And Tailored to Your Audience
Before delving deeper into lead generation, let's look at the importance of one aspect of blogging, keeping it updated and properly targeted. According to a HubSpot study, business blogs that issue regular content that is considered valuable and targeted to their clients experience 126% more lead growth. That’s a big number!
What if You Haven’t Even Started?
You might be reading this and coming from a standpoint of no blog. Perhaps your business website doesn’t even have that feature. Wherever you are coming from, getting a blog is a content strategy worth looking into. Don’t worry, it won’t be a wasted effort if you make sure to remember the following points:
How to Attract and Nurture Quality Leads Through Your Content
1. Set Goals
The first step in lead generation is to set realistic goals for your business. After all, it’s impossible to meet a goal that you have no first set. Take your time in this step. Set realistic goals, specific goals that you can then build your content strategy around, ensuring your lead generation goals are being addressed. Then consider how your content strategy will support your sales goals.
2. Focus on Your Topics
Cover topics in your audience’s niche interests but make sure to not overdo it. You don’t want to oversaturate your blog with too similar topics. Aim to cover topics you can rank for using Search Engine Optimization. Cover topics that show off your brand’s authority with your field. If you are an expert on a topic, showcase that expertise within your blog posts. Consider what free advice or even entertainment you could offer readers.
3. Don’t be a Bore
Speaking of entertainment, don’t be a bore. We live in a fast-paced society, where most people access blogs from their smartphones, not computers. Therefore, keep this in mind when creating content. Make sure it's scannable and is viewable on a phone screen. Also, keep in mind that while your writing doesn't have to be Pulitzer-Prize winning, it does need to capture a reader’s attention, so they don’t leave your blog just out of boredom!
4. Include a Call-to-Action (CTA)
Don’t forget the simple addition of a call-to-action step added at the end of your blog post or website page. After all, if you have done your job, you have piqued your reader's interest, they want to know more. Now, give them the next step in the CTA. To put it simply, by writing a CTA, you are directing potential leads where they need to go next.
5. Develop Premium Content
Blogs are a great way to provide qualified information to your audience. To further nurture leads, consider offering additional high-quality content like webinars or eBooks at no additional charge. Be a resource to your customers in your blog.
6. Analyze Your Success
The next to the last step of setting up a successful blog is analyzing your results. Don’t just look at site views, but consider lead generation most of all. What actions have readers taken once viewing your blog?
7. Adjust Accordingly
If you see good results, you know you are on the right track, if not, make adjustments. Every business is slightly different in what works for their clientele. It might take some trial and error to hone in on what is successful for you.
Contact us to Learn More
While your blog should ultimately generate leads, remember it’s not a sales pitch. It should always provide value and insight to your readers. Our team of inbound marketing experts knows what works and what doesn’t work. We have a proven track record of using blog content to gather and nurture qualified leads for businesses of all kinds. We’d love to help you make your content marketing efforts into a lead-generating machine.