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How to Use Blogs for Lead Generation
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Transcript of How to Use Blogs for Lead Generation
Presented by Danielle M. Cyr, Vice President of Integrated
Marketing
HOW TO MAKE YOUR BLOG ALEAD GENERATION TOOL
Blogging by the Numbers
Companies with more than 200 blog articles generate 5 times as many leads as companies with 10 articles or fewer (HubSpot)
79% of marketers with a company blog reported inbound ROI for 2013 (HubSpot)
43% of companies have acquired a customer through their blog (HubSpot)
Why Blog?
Share thought leadership and enhance expert positioning
“Get found” by web-surfing target audiences Become a resource for media…and prospects Start a dialogue with key audiences Enhance organic search engine rankings
(SEO) Expand your network through guest blogging
Start with the Strategy
How will the blog help to achieve overall business goals?
What is the blog’s role in your marketing toolkit?
Who is your target audience? Who will author posts? When will you blog? … About what? How will you measure success?
Aggregating Key Assets
Author(s) Content Calendar Photos Video Infographics Premium Content
Compelling calls-to-action
Where Does Good Content Come From?
Understanding prospective clients’ pain points Understanding what motivates your audience Being plugged-in to timely events and trends
that impact your audience(s) and industry Keeping the format(s) reader-friendly
Content Your Readers Will Crave
Keep your audience top-of-mind Establish recurring features Answer common questions Simplify complex concepts with visuals Invite guest authors Manage audience expectations
Creating a Compelling Content Calendar
Easing the Content Creation Burden
Repurpose existing sales and marketing content
Use existing meetings and events and content generation opportunities
Leverage guest bloggers
Blogs and Sales Funnels: Building Alignment
Clearly define opportunities for readers to move from awareness to consideration, and from consideration to decision
Hocus. Pocus. Focus. Be ‘perfectly clear’ about what readers can
expect from your posts…and the premium content you want them to download
Define an action pathway that is audience-centric and highly relevant
Getting Found: Optimizing Your Content For Success
Include website keywords in blog posts…especially the headline
Keep your headlines short – 55 characters will do the trick
Add a keyword-rich meta description Focus on long-tail keywords Give Google what it wants…and readers what
they need Think “optimized”…not “unreadable” Include hyperlinks to key areas of your
website
Getting Found Part II: The Benefits of an On-Site Blog
One new blog post = one new page on your website. Blog weekly for one year and that’s 52 pages of new content for Google to crawl just from blogging!
The more content – and indexed pages – on your site, the more likely you are to “get found”
Keeping people on your site…and giving them opportunity to discover more relevant content
Improved user experience
Embed links to blog posts in e-blasts and e-newsletters
Add a blog link to your email signature Cross-promote blog posts on other personal
and professional social media channels, as appropriate
Comment on other industry blogs Encourage the sales team to include blog
links in follow-up communications
Increasing Readership
Lead nurturing emails Additional content-based incentives Experiences money can’t buy Free Consultations
Staying Top of Mind
Blog Post: 5 Reasons Your Business Should Blog
Download Our Free Guide to Business Blogging
Thanks for downloading! We thought you might also enjoy our blog planning worksheet to ensure you are creating a steady stream of content that your readers are hungry for.
Now that you've mastered the basics of blogging and have a roadmap in place, it's time to turn your blog into a lead generation hub that generates tangible ROI. Our free guide to Integrating Blogs with Your Business Development Strategy will help you get started. Download today.
Staying Top of Mind
Include compelling calls-to-action in each and every post
Align your calls-to-action with the sales funnel and your buyer persona(s)
Incentivize conversions, as appropriate Create content that people crave – solve
problems, offer added value
Driving Conversion
Total blog visits Views per post Most popular topics Content that
generates the most engagement (shares, comments)
Analyzing the Analytics
Click-through rates Inbound links Conversions
Premium content downloads
Leads generated
Identify opportunities to replicate success(es) Hone your content calendar to capitalize on
what’s “in demand” Reallocate resources to optimize ROI
Using the Data to Inform Strategic Refinements
Let’s Connect:Danielle [email protected]@cocommunications.com
Thank You!