Blogging is a powerful long-term lead-generation strategy. Each post you publish gives you one more result in search and helps establish your business as an authority in your field. That said, you need to know how to focus your efforts to make it genuinely attract leads. Here's what your blog needs to work as a salesperson for your business.

Creating a Blog

Before you write anything, define your target audience and decide which topics will resonate with them. You might use your blog to attract new customers by covering the basics of what you do, or to re-engage previous customers by highlighting updates and new benefits.

Keep the content easy to read and digest. The blog is a freebie designed to capture attention, so make sure it's relevant and interesting. Include calls-to-action, images, videos, and clear headings to keep people engaged.

Adding A CTA

Make sure your funnel or website includes CTAs, whether that's a button, a pop-up with a lead form, or a mailing list sign-up. The most important thing is to give visitors a way to opt into your database.

Don't be afraid to include a secondary lead magnet in your blog. This could be additional content behind a paywall or membership, a PDF, an eBook, or a free consultation. Make sure this secondary lead magnet requires the person to enter their details for future contact.

SEO Optimisation

The best way to get visibility for your blog post is to get the SEO right. The best approach is to use primary and secondary keywords related to your topic at different points throughout the post, naturally. We don't recommend forcing keywords where they don't belong. Instead, make sure to include a focus keyword in the title, meta description, and at least one heading, add alt text to images, and write a suitable meta description.

Promoting Your Blog

Once you've optimised your blog, you need to get it in front of people, not just as a lead magnet but as a resource for social media and email marketing. The content you've already created gives you an easy way to nudge viewers into taking action. Adding new blog posts to your long-term email follow-up sequences keeps your audience engaged with fresh content, and repurposing key phrases makes for great social media posts.

It's also worth monitoring your blog's performance and adjusting your strategy based on which posts generate the most interest and leads.

Retargeting Site Visitors

Generating leads from a blog is a long-term process that requires patience and willingness to adapt. Stay open to learning as you go and changing your approach to CTAs. That way you can keep producing fresh, interesting content across a range of topics in your industry, giving you more chances to capture a lead's attention.

FAQs

Q: How do I improve my blog's SEO?

  • Focus on keyword optimisation, high-quality content, and regular updates. Use the CRM's SEO tools to ensure your blog is easily discoverable by search engines.

Q: What if I'm not getting traffic to my blog?

  • Promote your blog through social media, email marketing, and engaging with your community. Consider using paid advertising to boost visibility.

Q: How often should I post new content?

  • The more frequently, the better, but consistency is key. Aim for at least once a week, and adjust based on your capacity to produce quality content.