Take inventory of your blogging infrastructure to increase lead generation
Blogging is a unique way to showcase your company. It gives you versatile content that improves your standing with search engines, provides fresh subject matter for your social media feeds, and entices prospects with valuable, educational takes on relevant topics in your industry.
A consistent blogging program takes time, thought, and dedication. Considering the effort that goes into it, it pays to periodically take a step back to make sure you are getting the most out of your blog.
Cross check your blogging efforts with the following best practices to help you get the results you want: increased website traffic, leads, and customers.
1. Precise Personas
When you know precisely who you are creating content for, you ensure the highest return on your investment.
If you have been blogging without a foundation of buyer personas, take a look at our guide for help getting started. Commit to creating at least one description of your ideal buyer, and if your company offers multiple products and services, consider creating multiple buyer personas.
A buyer persona lays out the goals and challenges of your ideal buyer, their demographics, career situation, and a description of their current situation. They are great assets to connect with before creating content so that the content will speak to the audience you are seeking out.
And if you already have a buyer persona roster, remember to re-read each one frequently to ensure your content is aligned with your prospects’ goals and challenges.
2. Quality Keywords
Quantity is important when it comes to blogging (employ our blogging calendar to maintain a steady publishing schedule). But it needs to be paired with an intentional keyword approach to ensure your posts are reaching their intended audience.
What are the search terms your prospective customers are using for online research of the products and services in your industry? Pair those terms with your geographic location to come up with keywords that will get your content found by quality prospects.
When you have created a list of the keywords you are going after, work to incorporate them into the body of your blogs. Also look for back-end opportunities to keyword your posts, such as the posts’ meta description and image alt-text.
Thoughtfully keyworded blog posts will help people who are researching the solutions your company provides to find your content.
3. Compelling Calls-to-Action
Calls-to-action play an indispensable role in converting the people reading your blog into actionable leads for your company. Check out our guide to how to design them, what they should say, and where to place them on the webpage.
Making your blog work as a lead generator means taking a close look at your CTAs. Do they have active language that presents a compelling opportunity to engage further with your company?
Analyze which of your CTAs are attracting conversions, and which are not, and expand and build off what is working.
4. Logical Landing Pages
Your landing pages are the next link in the chain from target audience to blog reader to prospect to lead. Their job is to entice people who have read your blog and clicked through a CTA into a deeper relationship with your company.
A comprehensive blog strategy calls for a periodic inventory of your landing pages. Do they follow from the blog’s CTA logically, fulfilling the promise of the CTA? Are they designed and written with a compelling case for a prospect to offer you their contact information?
Check out this guide to maximizing each piece of a landing page’s infrastructure.
Your company’s blog plays a key role in attracting leads online. Take a close look at these four areas to boost blog performance and ensure you are getting the most out of your efforts.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company and digital marketing agency specializing in inbound marketing strategy and building beautiful and mobile responsive websites for customers in Vermont and throughout the United States.