Blogging changed the definition of Internet marketing since its debut in the 90s. More than two decades later, everyone- including Fortune 500 companies, does blogs as part of the huge marketing scheme.
Making blog posts is so much more than just a medium for press releases or company events. More than anything else, it is a platform that can crown you as an “authority” and a “go-to resource” when people in your niche are calling out for help. By giving people an experience of how your work ethics operate around what you know can solve their problem, blogging can be your superior SEO booster.
This post, we will share with you how to use blogging to generate leads- the easiest way!
How, exactly, can you make BLOGS generate leads the easiest way?
Do it with Lead Magnets!
You may have heard this a thousand times, and you will hear it from here again- the most important thing in creating posts is to educate your audience about your service by being a solution to their problem. Deliver them to their “aha moment!”
When your blog posts are valuable, search engines are more likely to check out your website. Eventually, you will attract visitors. In fact, blogging can increase your inbound links by 97% and this is a huge deal in Google ranking. By the time your “target market” discovers you and visits your website, you need to ace these three (3) critical elements:
- Catch their attention.
- Call them to take action.
- Make them customers.
The process that ends up in making them “your customers” needs building up a relationship with visitors and to do this, and your strongest tool is Lead Magnets. You can use this tool to encourage them to provide their personal information to you and from there, you can nurture that same curiosity they had when they first visited your page.
Open View Partners previously cited Custom Content Council’s report saying 72% of marketers believe that branded content is effective and superior to magazine advertisements, especially when sent through direct email. Obviously, this is what makes Lead Magnets valuable in blogging.
What is a Lead Magnet?
Ten years earlier, people get excited when they are offered to sign up for free newsletters. Sadly, this is not the case today- at least not much.
Now, when you are looking to generate customers online, you need to build yourself an email list. To build your email list effectively, you will have to bring something to the table and a lead magnet is your treat. One thing you need to understand here though is that people are hesitant with sharing email addresses, so you need to make them feel assured that they will get something valuable in exchange for it.
A lead magnet is an “item” of value, which you offer in exchange for a visitor’s contact information. Most of the time, the “gold” you are going after is the email address although other details like names and phone numbers could also workout for you.
Getting your prospects’ email addresses can:
- Give you the opportunity to convert them to leads.
- Have an avenue to allow these prospects to express interest in the offer.
- Market your services to these prospects.
How successful are lead magnets in getting leads?
Marketing automation software Autopilot went from zero customers to 2,000 in 18 months, thanks to a strong product foundation, a solid team, and multiple growth strategies.
One of their most effective strategies is “Grow and Nurture Your Database.” They used automated lead nurturing to distribute content in the funnel. Apparently, they have set up a 3-tier nurture approach that is designed for (1) awareness, (2) story, and (3) free trial, demo, guide using different content structures including lead magnets.
HubSpot, likewise, gathered $271 Million through inbound lead generation.
The majority of their website traffic was through their blog. They are suggesting that when blog post contents are combined with lead magnets, it can be a strong tool towards acquiring top of the funnel leads. Today, they create blog posts with lead magnets that are specifically related to the blog post and continue to generate thousands of leads every month.
What are the elements of a “perfect” Lead Magnet?
Honestly, your best lead magnet should be inspired by your [target] audience. This means that delivering “just anything” for free may NOT work. You need to catch their attention! And you can do this by making sure that it follows these four (4) important rules:
- It should be a specific solution to a problem.
- It should be a quick win with instant gratification.
- It should be easy to understand.
- It should be a showcase of your expertise.
To make it easy to put together, try to answer these questions:
- “What does my audience need?”
- “How can I be of help?”
- “What solutions can I offer that only myself can deliver?”
- “What can I do to help them achieve their goals?”
Now, you would probably ask, “How would I know what my audience wants in my lead magnet?” Well, you can do polls, blog comments, surveys, feedback forms, and even questions and answers to get a headstart. If you cannot pinpoint the exact problem to solve through these, you will at least be able to draw the trend of their goals.
Here are effective lead magnet ideas to help you convert your visitors to leads.
While the most common lead magnets out there are reports and free guides in PDF formats, there are many other kinds that you can offer your prospects.
Teach your visitors something new and valuable.
- Blog Post PDF version
- E-book lead magnet
- Short course
- Report and infographic
- Audio training
- Video training
- Video transcript
Help your prospects achieve their goals or, better, solve a problem. This kind of lead magnets consists of resources or tools.
- Template file
- Free Script
- Resource list
- Worksheet Spreadsheet Template
Inspire them to interact with others and your brand.
- Membership site
- Facebook groups
Entertain your visitors and just let them enjoy.
- Quiz Survey
- List of quotes
Bring in a “bottom-of-the-funnel” offer, especially useful for visitors, who are already prepared to convert.
- Case studies
- Free shipping
- Free quote
- Free service consultation
- Free service trial
- Instant access
How can you present your Lead Magnets?
1. Call-to-action (CTA)
Call-to-actions are one of the most critical components in a lead generation plan. Without a CTA, your visitor will, most likely, not convert. Trust me, the chances of them not discovering your landing page is extremely high. However, more CTAs does not also mean the better conversion; at least not always. More CTAs can work if they are of different types, in varied formats, and featuring your marketing funnel’s different parts.
Here are five (5) kinds of CTAs that can make sure your visitors take the next steps to learning more about you.
Subscribe to Blog CTAs
When you make your blog posts interesting all the time, visitors will want to be regular readers. They would want to be alerted through email every single time you have new content. Make your “Subscribe to my Blog” CTA easy to fill out.
If you can manage to have the email only, ask for that information only.
Example from Moz
Social Accounts CTAs
This is a call to make them connect with you on social media platforms like LinkedIn, Facebook, Twitter, Google+, and Pinterest. Setup it up in a way that they will only click a button. With Twitter, on the other hand, there is another variation called “Tweet This,” you can use the tool “ClickToTweet.”
Setup it up in a way that they will only click a button.
Example from Crazy Egg
You can end the blog post by calling your readers to give a comment. The most common way to do this is to ask a question related to the post.
The most common way to do this is to ask a question related to the post.
Example from Ad Espresso
Smart CTAs are perfect at the bottom of your blog post. The goal here is to lead your readers to where you want them to be after finishing your post with “not just another CTA.” Smart CTA is providing the right call according to where the person is in your “customer lifecycle,” one for the visitors, another one for the leads, and another one for your customers. Customizing your content for your audience can improve your conversions in not only a part of your funnel, but in many parts of it.
Smart CTA is providing the right call according to where the person is in your “customer lifecycle,” one for the visitors, another one for the leads, and another one for your customers.
Example from Hubspot
While end of post CTAs are the most common kind, in-line kinds are as effective also. It can come in as a simple link within the blog post that offers more information about the topic. This is basically like a button call-to-action in the sense that it tells readers to make “the action.” The difference, however, is that this is a written link and not one that is hyperlinked.
This is basically like a button call-to-action in the sense that it tells readers to make “the action.”
Example from Writtent
Pop-up advertising deliver better results when they possess these two (2) elements: first is they are appealing to visitors and second, they enhance your visitors’ experiences.
Sumo reported that an average pop-up actually converts with the stats of 3.09% to 9.28%. At this rate, even if you only have 100 visitors each day, a subscription pop-up can still render at least 90 subscribers each month. Not bad right? Now this- Aweber revealed that if you prefer a pop-up instead of a sidebar opt-in, you will increase your subscription rate by 1,375%. What about that? One thing is sure, they work! They are capable of generating leads and bringing in sales for the company.
Why do pop-ups work?
What are the different kinds of Pop-Ups?
They appear, whether on a website or a landing page, when a visitor achieves a certain length of time viewing the content. Most experts say that the best setup is 10 seconds; however, there are others that say it is dependent on visitors’ “staying trend,” which can be 45 seconds to some and 160 seconds to others. Google Analytics is a great tool to see your visitors’ average traffic time on your page. Set up your pop-up 10 seconds before this average. Generally, though, avoid setting it up below 30 seconds if it is a blog post and not more than60 seconds if it is a product page.
These are the best with blogs because it can also tell you that readers are engaging with your content. They only display when your reader has reached a certain percentage, a section, a line, or the bottom of your article by scrolling it down. For example, you set it up to appear after 75% of your blog post has been scrolled down. At this rate, you are also sure that your reader is interested in the information.
This kind is both dangerous and underrated. This pop-up displays as soon as your website or landing page loads. It is dangerous because the pop-up appears even before your visitor sees your page and the engagement message that comes with it, essentially blocking your visitors. Underrated, on the other hand, because your entry pop-up is a great way to build your email list if you incorporate an email opt-in box to the display. New visitors do not usually buy the first time, but if you got their email information, you can invite them to the website and grab the chance of conversion once again. You can even send them vouchers and newsletters every now and then.
These are the most common kind. They use exit tracking to measure if your visitor is about to bounce off from your blog or landing page. You can encourage your visitors to convert through a CTA button that they missed along the blog or one of your offers that you only feature for visitors that reach the bottom of your blog. To make sure that your pop-up works, make sure that (1) the message grabs attention effectively, and (2) the offer resonates well with the audience.
Here are the most effective pop-up practices that you can follow:
Use your pop-ups to offer exclusive content, an eBook, a content update, a free demo, a limited-time offer, and email-gated landing pages.
Feature your pop-up’s “no” button clearly to make it easy for visitors to exit the option.
Make sure that the copy in the pop-up is relevant to the topic of the page they are visiting.
Set up your pop-ups in places where your visitors are prepared to receive the information.
Use your creativity, while not forgetting your branding, to keep your visitors from bouncing off from your page immediately.
Study your visitor trends to know which kind of pop-up they engage with the most.
All websites, absolutely, need a blog because it is one of your strongest tools to generate leads. Every new blog post is actually an opportunity to grow your existing email list and increase your following on, let’s say, social media platforms.
Getting your visitors engaged and hooked to your posts, therefore, is your top priority and Lead Magnets are effective offers towards achieving these goals.
How many blog posts does your website publish per week? What lead magnets have you been offering your visitors? Please let us know in the comment box.