Does your company need its own blog? Not necessarily – unless you want to use it 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. To contact website visitors, however, you should consider a few levers for lead generation. With these five tips you are on the right track!
1. Write for your target person.
There are likely many topics in your industry that you could write about in depth. Perhaps you have already diligently collected topic ideas and drafted an extensive editorial plan. But are these topics really the same that your target group is passionate about? 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. This is less about an intuitive approach than about a data-based approach.
Do you already know our toolkit, with which you can get a more precise picture of your buyer personas and approach your content marketing strategically?
Only if you reach your target persons (buyer personas) with the right content can you generate leads and ideally win customers. The more you know about the needs, interests, and user behavior of your target group, the more targeted you can align your content, create trust, and turn readers into leads!
2. SEO: Optimize your blog article.
If your potential customers feed Google a specific catchphrase (keyword) or phrase (long-tail keyword) on their research journey, you have a good chance that they will click on yours from all the suggested titles and thus arrive at your blog. Provided that 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 your target person’s search query 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 filenames of your images
- in the article URL (permalink)
- in the title tag
- in the meta description
Google will reward your efforts in the long term with a better ranking and thus also improve the conditions for your lead generation!
3. Use “lead magnets”
Design your content as closely as possible to the needs of your target group and offer them added value (infographics, material for free download 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 in your article in a clearly visible manner. If you manage to convincingly tease this bonus content, it will attract interested parties and generate contacts in exchange.
4. Place CTAs that encourage action.
Having good content is one thing. Placing this content in a meaningful and clearly visible manner is another. Help your readers with an appealing CTA (call-to-action) across the threshold from blog articles to exclusive content – and directly into your company’s customer database or CRM. You should offer this high-quality prepared content for free – you still win! Because in return for your offer, you use a form to ask for marketing-relevant contact details (especially name and email address), which you need to address and develop this lead later.
5. Offer blog subscription on all channels
Do 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, do not be satisfied with a notice in the newsletter and a pop-up on your website. For your blog subscription, use all channels on which your target people can be found (Facebook, LinkedIn, news aggregators such as Flipboard, etc.) and formulate an attractive invitation. #KhabarLive #hydnews
