You know that creating a blog for your business is one of the key elements to launching an effective inbound marketing strategy. But, as you probably know by now, gaining leads from it doesn’t happen without some work. You might be wondering how you go about doing this so you gain maximum results for your efforts. Well, one of the key elements is blog optimization.
The Lead Generation Process
To begin, you should understand how the lead generation process works through your blog. A blog visitor will read your content, click on a call-to-action (CTA) that’s inserted somewhere within the blog, and that CTA will take them to a landing page where they will fill out a form with their contact information. Once that form is submitted they become a lead for you. They are then sent to a thank you page and the process of nurturing that lead to towards a sale begins.
Start with the Homepage
On the homepage, there are a variety of ways you can optimize for leads. Use banners, CTAs, sidebar CTAs and links to take visitors to landing pages. Doing so will ensure your readers are seeing actionable items no matter where they are on your blog. However, keep in mind that these homepage CTAs will be visible to all types of visitors so they should be showcasing offers that are designed for a broad audience.
Optimize Each Post
Your blog posts are one of the most powerful lead generation opportunities you have, so to ensure maximum results, include these elements in each of your posts:
- End Post CTAs: Look at the bottom of this blog post, you’ll see a rectangular CTA encouraging you to take action on an eBook that can help you use your blog to grow and scale your business. This is exactly the type of CTAs you need to incorporate into your individual blog posts.
- Text Links: Not all lead generation tools on your site are CTAs. Put text links into the blog copy to encourage more visibility for your landing pages and more opportunity for conversion.
- Blog Subscriber Notifications: Many blog subscribers read your individual posts from their email inbox, so you may be concerned they won’t convert to a lead when they should. But don't worry -- with the right software (like HubSpot) powering your inbound strategies, these CTAs and links can be embedded in the email body.
Keep Testing and Adjusting
Use your reports and testing to determine what’s driving positive lead generation as well as what’s not. With this information you can play around with CTA placement, change copy, or redesign elements to produce better results. For example, if you see your conversion rate is low but the click-through numbers are high, then you need to evaluate the landing pages and tweak them to improve the viewers’ experience.
Remain Active and Dedicated
In order to see positive lead generation from a blog, you have to remain dedicated to keeping it fresh. This includes keeping it updated regularly with great content, leveraging keywords and constantly adjusting to meet the changing needs of your buyer.