Business owners and marketers have known about the power of blogging for years. There's no quicker way to get someone invested in your brand and your products as services like high-quality articles about relevant content.
Companies that blog see 126% more leads, but many people across all industries don't use their blog to its full potential. Your blog should be more than a vessel of information for new subscribers. Instead, it should be another platform you use to grow your email list, social media, and sales.
In other words, your blog should be a lead generation machine. There are plenty of different opportunities to engage your audience and give them a reason to keep coming back to your website. Today we will look at several ways you can generate more leads for your business using your company blog.
Write expansive pillar posts
Let's get one thing straight -- if you do not have high-quality articles on your blog, you are going to have a hard time using your content to generate leads. Believe it or not, 40 to 70% of your qualified leads are not ready to buy.
If your goal is to win these folks over, you have to write content that will keep them interacting with your brand, even if they are not actively buying products. You can get one step closer to winning prospective leads by creating relevant pillar content across your blog.
As you pivot your focus to creating great content, you'll begin to get feedback from your users across all platforms. Use the information you receive to fine-tune your content marketing strategy, so you're always producing blog posts that your audience cares about.
Pillar content is typically a long-form blog post that's jam-packed with information for your target audience. If you have properly researched the people likely to buy your products, this content will touch on their pain points and help them reach their goals.
Not only will your content help keep the interest of existing customers, but long pillar posts can help you generate more traffic through search engines. Blogs with content over 2,500 words consistently see more organic engagement due to their prominent search engine ranking. The more context within your post, the easier time Google will have ranking your page for new leads.
Ask readers to join your email list
Once you've started writing great blog posts, it's time to use your content as a vessel to grow your email list. Email marketing is one of the most important strategies you can use regardless of your industry or company size.
The good news is you can generate more email leads directly from your blog. At the end of your posts, include a call to action that encourages users to enter their email address for more great content and promotions. Customer surveys revealed that 60% of people are likely to join an email list if it means they will receive more relevant offers and future content.
There are plenty of ways you can use your blog to generate more email leads for your business. The first thing we suggest doing is adding a call to action at the bottom of your most popular posts. Let users know that they can get more content just like this in the future. Don't forget to touch on points that are important for your users if you want to maximize your conversions.
For instance, if you are trying to get users to subscribe to your email list about gardening, you may want to empathize with users and let them know that you want to help them grow the best possible vegetables or flowers. You can use both topics interchangeably based on the article featuring the CTA.
You can use this opportunity to ask leads questions about the type of emails they want to receive in the future. Use this information to create lead segments so you can personalize the content and offers you send your new subscribers.
Implement retargeting pixels
You're likely familiar with retargeting pixels, also known as cookies, to re-engage visitors who suddenly abandon their shopping cart. But did you know you can add the string of code that represents a retargeting pixel to your blog?
Let's say someone comes to your website and starts reading through your content. If they stick around and don’t bounce quickly from post to post, they are obviously interested in what you have to say and the products you’re offering.
As we mentioned earlier, most consumers are not ready to buy when they first land on your site. Retargeting pixels allow you to expose new visitors to your brand over a long period. They may come back to read more content during this time, subscribe to your email list, start following your brand on social media, or even buy a product from your online store.
Essentially, the goal of adding retargeting pixels is brand awareness. You want people to remember your company after they visit and leave the first time. Your blog can help you reach these users, and retargeting pixels continue building that connection.
Use social media as a content marketing tool
The last time we are going to talk about today deals with both social media and your blog. In case you don’t know, there are over 3.81 billion people across all social media platforms, making sites like Instagram and Twitter vital for your success.
Your target audience on social media is likely looking for the same information that your website visitors want to see. The difference here is they don’t know your site exists yet. You can change this by using your social media channels to promote new and existing content.
As you build a social media following, you're bound to pick up people who have never actually visited your website. If you regularly share the high-quality content that you write for your blog, you can direct more people to your site.
If you want to reach an even broader audience, you can find a social media influencer and ask them to talk about a piece of content you've published in the past. Deals vary based on the size of both the brand and the influencer and several other factors. But if you find someone with a substantial audience that aligns with your own, you can draw in plenty of new blog traffic.
Additionally, you should spend plenty of time promoting your content in exciting ways on social platforms that don’t prominently use text. For instance, you can create infographics based on your blog posts and share them on Instagram and Pinterest to get more people back to your website.
As you can see, there are countless ways to use your blog to generate more leads to your site. The most important thing to remember here is everything you publish and share must be relevant to your target audience.
Consumers will flock to your website if you can help them solve a problem, keep them entertained, or provide them with information. Spend plenty of time getting to know your base by conducting surveys, looking at analytics, and talking to existing customers on social media. The more you understand about the people you hope to reach, the better chance you'll have at growing an explosive lead list.