Does your company have a business blog that's regularly updated? Or do you fall into the category of people who think that blogging is just for 'bloggers'? If you're not taking advantage of the benefits that blogging can offer your business, you're missing out. Far more than just a way to keep customers and visitors to your site informed, blogging for your business can promote your firms' brand, engage potential customers and increase lead generation for your business. But there's more to it than just posting updates a couple of times a month. If you're wondering how to use blogging for lead generation, we've got a few tips and tricks to help you out.
Be Consistent
The number one rule of using a blog to increase lead generation is to blog consistently. Include a sign-up link on the blog so that people can subscribe and be notified every time you post – ideally, this should be at least once or twice a week. The more often you can find time to write a blog post, the better.
Don’t overthink your timings at this stage – it's best just to get the content out there – although as you start blogging keep an eye on your site visits and other metrics connected with the times you post. You will soon figure out the optimal times to post your content that best suit your target market.
Use a Call-to-Action
What do the best blogs have in common? They speak to the reader, engaging with them and offering them something in return for reading them. Don't underestimate the importance of a call-to-action (CTA) in your blog post; every blog post should ideally conclude with one. You're writing for a purpose, and that purpose is to get your brand noticed and increase lead generation. However, don’t make the mistake of making the blog post all about you either. This is a sure way to bore your readers and discourage social media shares. The blog needs independent value and should be able to stand on its own without the CTA, so keep any self-promotional content subtle for maximum effect.
So you want those reading your blog to take some form of action at the end of the post – whether that's responding to a question you've asked to spark a discussion, sharing the post on social media, contacting you to find out more or something else. A business blog is a great place to engage potential customers and find out more about what they want. Here are some great tips on how to get the most from your CTAs - Four Tips for Developing Effective Call to Action Buttons.
Think Outside the Box
You don't have to keep your blog content boring and generic – do not be afraid to think outside the box and share anything you feel could be of interest to your readers. Twitter is a great place to hunt for inspiration, as are news sites and blogs relating to your sector. Sharing relevant news stories, feature articles or updates about your company, will attract visitors to your site – and the longer they spend on your site reading your blog, the more likely they are to use your services or purchase your products. A business blog is also a great place to share special offers or promotions, targeting not only new visitors to your site but also those who have subscribed to your blog.
Utilise the Power of Keywords
Including keywords in your blog makes it more likely that your site will rank higher in Google search results. So if you're the marketing director of a digital agency in London, you might want to use keywords such as 'digital agencies', 'digital', 'SEO', 'London digital agencies' and so on in your blog posts. Try to avoid appearing like spam, however. There's nothing worse than overindulging your posts with keywords so that they don't flow naturally. Google will penalise you if you do this. Mentioning relevant keywords 3-5 times in a 500-word post is usually appropriate. Learn more on keywords today - How To Choose the Right Keywords For SEO.
An Effective Tool
Blogging is a powerful tool which can benefit any business, increasing lead generation and generating brand awareness. Used in conjunction with social media posts on Twitter and Facebook, it engages potential customers and gives your brand a voice (and a face), making people feel more connected to your company and the products and services you're offering. If you're considering a new marketing strategy this year, why not start blogging regularly to see the benefits for yourself? It may take some time to reap the rewards, but effective blog posts really will generate more leads for your business.
