When blogs were first introduced, many saw them as a curiosity and few would imagine the impact they have today. But blogs play an essential role in any business’s marketing strategy today and are one of the best ways for businesses to increase their brand awareness and recognition while generating leads. But not everyone understands how to build a blog that will not only help them gather an audience, but also generate viable leads as well.
In this article, we’re going to give you a few tips on how to increase your blog’s lead generating potential.
Create Content Tailor Made for your Ideal Customer
The best way to create content tailor-made for your ideal customer is to gather some of the most frequently asked questions your client facing people encounter on a regular basis. That’s why you cannot separate your inbound strategy from customer relationship management. You can also gather questions that are frequently asked during the sales process. If people are asking these questions, then it’s safe to assume that readers who are in the same situation will be asking the same questions as well.
Integrate your Blog with CRM Tools
You have to make sure that your lead generation tools, CRM, and email automation tools work together if you want your blog to reach its full potential. This will ensure that leads generated by your blogs are nurtured correctly. Two tools that work particularly well together are Hubspot and MailChimp, and the integration of the two can be facilitated with syncing tools like PieSync which you can get started with for free.
If, for instance, someone signs up to your MailChimp through one of your blog posts, you can send this contact directly to your Hubspot account through the Hubspot and Mailchimp integration you’ve set up. You can also use Hubspot’s powerful lead generation tools and forms and send those to your MailChimp through the Hubspot and MailChimp sync. Hubspot Integration will allow you to strategically place lead generating forms and perform A/B testing on them.
For instance, you could track how popup CTAs perform vs content upgrades. You’ll also be able to pinpoint which pages or what content generated the lead and create tailor-made email drip campaigns with MailChimp integration. You’ll then be able to see how they react to these campaigns and make adjustments if needed.
Add a Hello Bar
If you visited a blog and saw a huge bar with a CTA at the top of the page, know that this is one of the most effective and non-invasive ways to generate leads these days. Adding what is called a “hello bar” at the top of your blog is a discreet way to drive people towards squeeze or landing pages and convert them into leads. And if your visitors aren’t compelled to follow through immediately, the bar will scroll down with them as they look at content on your page. A hello bar can also have an opt-in form that will allow you to add them to your newsletter.
Work with Influencers
Working with the right set of influencers could work wonders for your blog and attract even more leads as a result. Start by looking at social networks and identifying accounts that have big and engaged followings related to your niche.
The next step is getting involved with the community. You want to become familiar to them. You want the influencer to start recognizing you and your logo. You can do that by getting active, liking posts, and retweeting them on Twitter among other things.
Now, you’ll have to find a way to reach out to them in a way that stands out. Influencers are bombarded with emails every day asking them to vouch for a product, blog post, or brand. But since you’ve done your homework and became a member of the community, try to focus on coming across as genuine and relatable more than anything.
If you manage to establish a contact, you could either offer to post on their blog, or you could schedule an interview with them and post it on yours.
Don’t be Afraid of Pop-Ups
While pop-ups might seem like a hindrance to many, the truth is that they still work. Exit pop-ups, for instance, are a great way to get the last chance at turning visitors into leads. They also have minimal effect on user experience. You could also add a welcome redirect and allow your readers to opt-in as soon as they land on your blog. The only way to know which method works is by performing some A/B testing and see response rates. If your visitors react negatively to welcome redirects, you could then move to a more discreet approach.
Your blog plays an essential role in your inbound marketing strategy and it’s your responsibility as a business owner to make sure that it not only generates leads but that you nurture these leads and turn them into customers.
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