There are lots of tried-and-tested techniques for effective lead generation, and it’s often a combination of a few that yields the best results.
But one that is sometimes overlooked is the humble blog, even though it’s a critical part of content marketing. It’s true that maintaining a regular blog can be time-consuming, and there is a knack to creating content that resonates with its target audience. But get it right, and blogging can absolutely pay dividends.
Here are just three of the key reasons why blogging is good for lead generation:
Reasons Why Blogging Can Support Lead Generation
It drives targeted, relevant traffic to your site
Every thing you do in marketing and lead generation is about giving people a reason to visit your website.
The beauty of blogging is that it attracts clicks from potential customers who are interested in the topic. So, if you can make sure that the blog topic is relevant to your product, service or business, you’ll be one step closer to turning visitors into customers.
Remember that content marketing is all about offering value to the reader. Your blog should give visitors advice or help to solve their problems, or unique insights that they can share with others in their circle. Strike the right note and you can keep visitors on your site for longer, reading other blogs and coming back for more.
It’s super cost-effective over the long-term
Lead generation is a continual ongoing process, requiring an investment of time, resources and skill. This is why it’s often outsourced to lead generation specialists like IT Focus.
But write just one good blog post and you could see traffic and leads flowing to your website for months afterwards. This is more likely to happen if you link with your marketing team to promote your content, keeping relevant topics ranking in search results and in front of potential customers.
It’s a brilliant SEO tool
Search engine optimisation can also be costly, and paid campaigns don’t always deliver the results you want.
Blogging is the perfect way to bring in traffic more organically. The key is to optimise your blog content for the keywords your target audience is searching for. This requires some research and you will face challenges in getting your content to rank for more competitive keywords, but it could see a steady increase in traffic. It’s also important to make sure that your target keywords are relevant to the actual blog content – or frustrated visitors will click away when the blog content doesn’t meet their expectations.
And once you’ve brought visitors to your blog, make sure you capitalise on the opportunity. Use plenty of calls to action, highlighting your products, services or even just showcasing your expertise. Focus on what you’d like the visitor to do, whether it’s clicking through to a product, signing up to a mailing list or get in touch.
For expert help creating a lead generation strategy that delivers real results, get in touch with the IT Focus team.