Find out why a blog is important for your website and how it can increase the amount of qualified leads for your business!
One of the main goals of your digital marketing strategy is lead generation. There’s a lot that goes into capturing leads, but none of that can happen unless you get traffic moving to your site. This should be the natural result of an SEO strategy designed for lead generation, but it’s not just enough to get traffic to your website. Leads aren’t always captured on the first visit, which means you need to give them a reason to return.
With the exception of e-commerce sites, there is not much incentive for someone to return to your site. There are many times when they will want to read your service pages, but something seems to be holding you back in your efforts to capture them as a lead. They need to get to know you better, and content marketing helps with that process.
Blogging is a form of content that can add fuel to your website optimization strategy to generate leads. More than half of marketers say blogging ranks first among their content priorities, and with good reason. Businesses that blog see 97% more clicks to their website, with each of those clicks bringing with it the potential to capture a new lead.
The Importance of Blogging
If you’ve been thinking of blogging as nothing more than a means of creating content to share on social media, you’re probably doing it all wrong. When done correctly, blogging can not only increase visibility for your online business, but also help establish elements that are crucial to lead generation – such as trust, authority, and authenticity.
Content in general is essential for effective search engine optimization, and blogging is one of the most affordable forms of content you can invest in. A great website blog that provides significant value elevates your business above the competition and helps you stand out. When you’re constantly releasing high-quality content, you’re giving your site visitors a better idea of who you are, and why you’re the one they can trust when they have a question, need, or even a curiosity.
Blogging is also an important traffic generation technique. Every time you create new content, you have the opportunity to drive new visitors to your site. By using a targeted keyword strategy and focusing on topics relevant to your audience, you capture the attention of search engines and improve your ranking in the results. Blogging generates the kind of online visibility that allows you to attract your target audience and carries more potential for lead generation.
How blogging fuels lead generation
Lead generation should not be considered a standalone goal. It’s part of a journey that begins before you’re introduced to your future customers. The journey starts when you attract strangers relating to your business and then nurture them through the lead generation process, with the goal of having a conversion and lasting customer relationship.
Blogging has the potential to take your audience through this entire process.
Blogging can be a portal that introduces someone new to your business. Perhaps they came across one of your social media posts, or a search engine query led them to your website and one of your posts caught their attention. Either way, a great blog captures interest and keeps a visitor engaged with your brand.
Extending the time you keep them engaged is important on several levels. First, the longer they stay on your blog, explore other blog topics, or decide to take a deeper look at your site, the better you are meeting the requirements from an SEO perspective. Google really likes it when companies provide the kind of meaningful value that keeps people on their sites.
Second, the more time someone spends digesting your blog content, the more comfortable they will feel. It’s much easier to walk away from a site you’ve only spent 30 seconds on than one you’ve just invested 15 minutes of your life on.
Once you’ve built the initial foundation of a customer relationship through your blog, you can leverage that content even further to encourage lead generation.
A blogging strategy that moves lead potential in stages, providing more information and encouragement every step of the way is an effective way to generate more leads.
You can also work CTAs and incentives into your blog content, which makes lead generation an effort not noticeable to the person reading it.
How to use blogs to generate more leads
Even with the best strategy to apply to your blog, you need a game plan that includes SEO techniques to optimize the quality and quantity of the leads you are bringing. Here are some strategies to get started.
Include CTAs in your articles. The call to action represents one of the goals of your website and while many companies understand the value of having prominent CTAs on their website, few realize the importance of working on their blogs. Work a CTA or two naturally into your content with a clickable link that makes it easy for a visitor to take the next step.
Have a content strategy for lead generation that is consistent. What are your main goals? The content you publish should have these goals in mind. Consider creating articles around topics that matter most to the audience you want to attract as leads. Address their pain points, answer their questions and keep them engaged with new content.
Promote your posts across multiple channels. If you’ve put effort into optimizing your blog content for your target audience, then the next step is getting it out there. Make sure you’re promoting your articles across all relevant channels, not just your website. For example, make blogging a regular component of your social media strategy and offer to share unique blog content with your subscribers.
Generate more leads with blogs today
Ready to learn more about how you can be maximizing your lead generation potential with a blog-focused content marketing strategy? We’re here to help. Contact us and let’s talk about how we can drive more leads to your business today.