Does your business need its own blog? Not necessarily – unless you want to use it as a means to attract and retain potential customers through needs-based content! In fact, B2B companies with a successful blog generate around 67% more leads than companies without a blog. However, in order to connect with website visitors, you should consider some adjustments for lead generation. With these five tips, you’re on the right track!
- Write for your target person
- SEO: Optimize your blog article
- Use “lead magnets”
- Place CTAs that call for action
- Offer a blog subscription on all channels
WRITE FOR YOUR TARGET PERSON
There are probably a lot of topics in your industry that you could write about in detail. Maybe you have already diligently collected topic ideas and designed an extensive editorial plan. But are these topics really the same ones that interest your target group? And if so, do you also provide the right answers and solutions for the questions and problems of your potential customers in your blog articles? These questions are the be-all and end-all in content marketing, and they become even more complicated when you are dealing with international markets, as you will also have to consider creative translation. This is less about being intuitive than about data-based approach.
Only if you reach your target persons (buyer personas) with the right content can you generate leads and ideally attract customers. The more you are aware of the needs, interests and user behaviour of your target group, the more targeted you can align your content, create trust and turn readers into leads!
SEO: OPTIMIZE YOUR BLOG ARTICLE
If your potential customers on their research journey feed Google with a specific keyword (keyword) or phrase (longtail keyword), you have a good chance that they will click on your blog among all the suggested titles and thus get to your blog. Provided you have done your keyword research and subjected your article to search engine optimization (SEO). In particular, the title of your post should come as close as possible to the search query of your target persons and arouse interest. What else can you do?
USE KEYWORDS IN THE RIGHT PLACES:
in the title of your article
in the subheadings
2 to 3 times in the text
in the ALT text and file name of your images
in the article url (permalink)
in the title tag
in the meta description
Google will reward your efforts with a better ranking in the long term and thus also improve the conditions for your lead generation!
USE “LEAD MAGNETS”
Design your content as closely as possible to the needs of your target group and also offer them added value (infographics, free download material such as a checklist, a white paper, etc.) that provides solutions to their specific questions and problems. You can use these freebies specifically as so-called lead magnets and integrate them clearly visible in your article. If you succeed in teasing this bonus content convincingly, it will attract interested parties and generate contacts in exchange.
PLACE CTAS THAT CALL FOR ACTION
Having good content is one thing. To place this content in a meaningful and clearly visible way is the other. Help your readers with an engaging CTA (call-to-action) across the threshold from blog article to exclusive content – and directly into your company’s customer database or CRM. This applies to content for all channels, whether it’s international PPC or for a local Facebook page. You should offer this high-quality content for free – you still win! Because in return for your offer, you ask for marketing-relevant contact data (especially name and e-mail address) via a form, which you need for a later approach and further development of this lead.
OFFER A BLOG SUBSCRIPTION ON ALL CHANNELS
You put a lot of effort into your company blog and want to increase your reach and lead generation? Then make sure that your blog can be subscribed to in as many ways as possible. After all, with every new article you have the chance to generate new leads. So don’t settle for a note in the newsletter and a pop-up on your website. For your blog subscription, use all channels where your target people can be found (Facebook, LinkedIn, news aggregators such as Flipboard, etc.) and formulate an attractive invitation: “Don’t miss any of our articles in the future, subscribe to our blog now!”