How to Use Blogs As a Lead Generation Tool?
Today, every organization – small, medium or large – blogs for a variety of reasons. Here are some key aspects that make blogs an effective tool to enhance your lead generation efforts.
The Essence of Blogging
Blogs serve as a source of information and give your target audience much more than company news and events.
If you publish the right type of content on your blog, you establish an authority and give readers an insight into your industry, your organization, and your work culture. Not just that, you also boost your SEO and improve search engine rankings.
By creating blogs that educate customers about products and services in your industry, you establish credibility and position yourself as a thought leader.
In fact, it has been noticed that companies who include blogging as a part of their marketing campaign tend to receive more organic traffic on their website than those who do not have a blog.
These inbound links reflect in Google’s algorithm and are one of the essential aspects that the search engine considers while ranking your website.
However, how do you benefit from this increased website traffic? You need to engage with them, hold on to their attention, influence them to take action, and convert them into customers.
You need to transform them into leads by capturing their personal information. Here are 10 ways in which you can use blogs as a lead generation tool:
1. CTAs are a Must
A call-to-action compels visitors to take an action. However, they’re mostly forgotten in blogs when they are in reality a vital element for landing pages, ads, and the content you publish.
There are different ways in which a call-to-action can be included in the blog. One of the most popular ways is to link certain words in a sentence that redirect the target audience to a form, an e-book, a downloadable document or a whitepaper.
2. Hello Bar
The Hello Bar is quite an effective technique being used in blogs for lead generation. It runs across the top of your web page and has a CTA to route traffic to important landing pages.
If users do not click on it as soon as they arrive on your website, it continues to remain on top as they scroll down for more information.
3. Exclusive Content
While you give your readers interesting and relevant information for free on your blog, remember to hold some back as exclusive content.
This exclusive content expands on the information already mentioned and guarantees to give users much more than they thought of.
However, exclusive content can only be accessed after signing-up or sharing personal information, which then acts as your email database.
This technique is highly recommended for those who run an e-commerce website. Give your blog readers a chance toget a discount or get updates about latest collection or offers. This way you get access to their personal information.
5. Welcome Redirect
Some blog owners can try using a welcome redirect on blogs that have high traffic and offer valuable information. A welcome redirect is more like a pop-up that captures leads even before the actual blog is accessed.
Please note that this is more like an ‘in the face’ strategy as compared to other techniques and may not go well with certain customers.
Track the conversion rate regularly to ensure that this technique does not hamper the number of readers visiting your blog.
6. Slide-in CTAs
Have you ever been surprised by a call-to-action box that suddenly appears at the bottom corner while you are scrolling down to read a blog post? This is known as a slide-in CTA.
It is used to offer the reader some added information or a downloadable brochure/whitepaper of the company.
Remember, the trick is not to annoy the reader. It is to smoothly convince them by offering in-depth information on the topic they are already interested in.
7. Summary Downloads
A lot of blogs have a combination of text, visuals, images, videos, and more. Some of them are even around 2000-words long.
But, does every reader have the time to go through this large volume of content? No. Give your readers the chance to download a summary of the blog with key takeaways that give them the crux in short time.
8. Margin Banners
These banners are extremely popular and generally stay on the right-hand side of the blog. They attempt to encourage users to sign-up for the newsletter or indulge in a live chat with the sales team. These banners must undergo A/B testing to ensure that they give you maximum conversion rates.
9. Use CTAs in Comments
Everyone knows that the comments section of an article allows companies to engage in a dialogue with the target audience.
Use this space wisely by not only replying with an ideal comment but also including a call-to-action redirecting the user to a landing page that is relevant for them and invites them to download a whitepaper or newsletter.
10. Time-delay pop-ups
When you visit a blog, you are sometimes welcomed by a pop-up announcing to ‘Sign-up for the mailing list’ or ‘Download the brochure’.
This is one of the ways to instantly capture lead information and is used by a large number of marketing professionals.
Generating leads is crucial for any business organization. If you have been creating landing pages and wait to generate qualified leads, use the 10 techniques mentioned above and see how your blog acts as an effective lead generation tool.