How to generate quality leads from your blogs
Whenever I ask a new client what they would like to achieve from their marketing activities, the same two things always come up. Website traffic and good quality leads. You all want more of them and that’s perfectly understandable.
Website traffic is the equivalent of footfall in a shop. The more people in your shop, the more likely you are to make a sale. Not to mention, once you have potential customers in your shop (or on your website in this case), this is your opportunity to wow them and show what you can offer.
What if you could tackle both of these challenges at the same time? It may sound too good to be true but it really isn’t. Blogging is a fantastic tool for driving traffic to your website, improving SEO and driving those all-important conversions.
Companies that prioritise blogging are in fact 13 times more likely to see a positive return on investment. What’s more, small to mid-sized businesses who blog experience a whopping 126% more lead growth compared to those who don’t.
Below I share some great ways you can generate quality leads from your blogs.
1) Offer value
Think about the main reason you tend to read blogs. Chances are, it’s because you’re looking for a solution to a problem and this is why ‘how to’ posts tend to do very well.
If you really want to offer value to your readers, you need to help them solve a problem. You can identify these by looking through the behaviours of your website visitors and your existing customers.
What are the most popular pages on your website? If you’re an accountant for example and your self-assessment services page is the most viewed, chances are this is what people need help with.
Which of your blogs have proved the most popular historically?
What are common questions new and existing customers ask?
What are people saying online? Social media is a great place to find this out.
Gather customer feedback.
Use Google Analytics to identify the keywords people are using to find your website. This gives you an excellent idea of what people are looking for.
Simply ask people what you can do to help them.
2) Add a call-to-action
A good quality blog post without a compelling call-to-action is a lead lost. You’ve already got the person on your site, they’re interested and are engaging with you and your brand but are you giving them an opportunity to convert?
Whether you want readers to sign up to your newsletter, download an e-book, click on a link or contact you, direct them to the next action.
How to write a good call-to-action
Your call-to-action should be:
Easy to find. A logical place to have your CTA is within the post. If your CTA is generic however, such as trying to get people to subscribe to your emails, you can also include them at the top of the page, in the sidebar or as a popup so it can’t be missed (in case people don’t read to the end of your blog).
Easy to understand.
Clear and concise – let your audience know exactly what you want them to do. Start with a commanding verb such as ‘buy,’ ‘shop,’ ‘order,’ ‘download,’ ‘subscribe’ or ‘find out how...’ Saying ‘download our white paper today’ is far more likely to get people to take action compared to ‘our white paper is available to you.’
Persuasive and well thought-out. Most of us spend hours on the internet every day which means we’re exposed to hundreds, if not thousands of call-to-actions daily. It’s pretty easy to become immune to them so you need to make sure yours stands out with some creative copywriting.
Beneficial to the reader. Highlight how the reader will benefit from completing the action (for example, sign up to receive 10% off your next order). The benefits don’t always have to be financial. Perhaps you can help someone do their job better, lose weight, save money or get their child to eat their vegetables.
Provocative. Rather than saying ‘book your holiday today,’ try ‘plan your dream holiday today!’ This will help to provoke emotion and enthusiasm which will drive people to take action.
Numerical where possible. Consumers respond well to seeing numbers such as a price or discount. This is because it helps us to determine whether or not something is a good deal. Some great examples include “get 15% off your next visit’ or you can be even more specific with ‘browse TVs for under £300.’
Time-limited and create a sense of urgency. Fear of missing out (FOMO) is a very powerful motivator. If people think they might lose out on an opportunity that might not come around again, you’ll be surprised how quickly they’ll act. A great way to do this is to advertise a sale or promotion so you can say ‘shop today. Sale ends Monday’ or ‘get 10% off all orders for the next 24 hours.’ Fashion website, Pretty Little Thing uses a great tactic (which I’ve fallen for more than once) which encourages people to act immediately because you have just a couple hours before the discount ends. If someone is already considering making a purchase, that 20% off is highly likely to give them the push they need.
3) Be more persuasive
With an average of six to eight touches needed to convert a lead into a customer, the sales process takes time. Incorporating some clever techniques into your blog posts can help to build trust, establish relationships and potentially even speed things up a bit however.
Below are some great tips as highlighted in Dr. Robert Cialdini’s book, ‘Influence: The Psychology of Persuasion.’
We feel obliged to ‘return the favour’ when someone does something for us. If you’re consistently providing your readers with helpful and engaging content along with some useful tips, they’re much more likely to give you their email address when you ask for it.
Create content that incorporates social proof. It’s a good idea to post a variety of blogs but make sure you include some which feature customer reviews, testimonials and case studies. If you’ve been featured in a magazine or television show or someone with a large following has given you a shout-out, don’t be afraid to blog about it. Social proof hinges on the idea of safety in numbers. If potential customers can see that other people already trust you, you’ll have a much easier job of convincing them to sign up or make a purchase.
Be friendly, positive, approachable, helpful, entertaining, relatable and engaging. Just like in real life, we’re more willing to trust or purchase from someone we find agreeable and likable.
Promote your products in your posts. You don’t want to overdo it and it’s definitely not a good idea to use aggressive sales tactics. Mentioning a relevant product or resource in the post itself can generate interest and leads however. If you’re writing about Facebook ads for example and this is one of the services you offer, there’s no harm in mentioning that.
For more tips on writing great blogs, why not have a read of ‘five tricks to boost your blog posts’ and ‘three ways to get people to read your blogs?’ Alternatively, if you’d like someone else to write your blogs, get in touch with Copyworks and we’ll do the hard work for you.