As an inbound firm, we generally like to practice what we preach. We have a regular power hour that we’ve implemented to make sure that we’re writing new blogs on a regular basis and creating enticing content. We launch new eBooks every now and then, we stay super active on social media and in general execute some pretty awesome inbound on our own behalf. You can’t exactly have a company doing your marketing that doesn’t do their own marketing well, right? In a given month we probably get 8-10 leads on our site. Sometimes those leads amount to a sale, sometimes its other marketing companies downloading our information (we don’t mind, we love sharing the wealth), or sometimes it’s just not a good fit. Other times, though, magic happens and we meet the perfect client. People have often asked – when can we expect to start getting more qualified leads on our website? Like we’ve said before, there’s no magic tipping point when it comes to inbound. In fact, just this week we blew our monthly lead record away by securing 76 new leads in a weeks time (the majority of them converting in only two days). Every single one of them came from a single blog post. A little mind blown? Jealous, even? Don’t worry. We were a little baffled ourselves. Here are a few things you need to help you craft seriously enticing content that can net you some leads by promoting it the right way.
One of the most important things that you can do for your inbound efforts is to syndicate your blog. It’s a super simple concept, but it’s one of the easiest ways to promote your site if your organic traffic hasn’t quite caught on yet. Websites like Business2Community and Social Media Today are some that work for us. But we have clients who have niche industries. Here’s a great article from QuickSprout on some of the top sites for syndication. (We think their website design is pretty spiffy, too.) A simple Google search yields plenty of additional articles if you need help. Keep in mind that not every article that you write will be picked up, so keeping your content relevant and original is very important. Other tips are:
- Don’t have an overly self-promotional call to action. Syndication sites like to promote content, not companies and their services. You should have a compelling download as your CTA at the end of your blog rather than a salesy “get a quote” pitch.
- Become a headline master. On syndication sites users are blasted with tons of content – so be sure to keep your headline compelling. Our 76 lead social media blog was titled: 3 Signs your Social Media Marketing Sucks.
- Be a thought leader. Recycling a bunch of crap you found in a google search is not thought leadership, it’s internet trash. (No offense). Compile research and write your own unique thoughts on it, educate and offer your expertise. Contribute.
A Fantastic Writer.
As much as I would like to take credit for having written the blog that yielded us the most leads ever, that blog was actually written by our social media manager, Stephanie Jones. Stephanie was a journalism major and is no stranger to creating amazing original content. It’s important that whoever is creating your content has the right credentials to do it. Don’t just outsource to the cheapest bidder. Even if you only have a very small budget, odds are that one well-written, awesome blog is worth a thousand times more than another blog that you might get from a cheap content outsourcing marketplace. Be sure that you have different voices on your blog, because what your marketing manager might find compelling doesn’t necessarily mean that someone else’s perspective might not be valuable.
A Content-Related Conversion Opportunity.
Everyone knows you don’t take the time to write a blog without offering an opportunity for conversion, right? If you didn’t know it already, anything you put on your website should have a clear call to action. You wouldn’t attend a prospect meeting without asking for the sale at some point, right? Your website should be no different if you want it to become a lead generation tool. Gear your call to action to the blog post topic. For example, if you’re writing about how much a company’s social media sucks (no offense), you’ll want to include a link to an eBook that helps with that. If you sell diamond jewelry and you’re writing a blog on selecting the perfect diamond, you’ll want to extend that expertise by offering an eBook on the 5 Diamond Jewelry Trends for 2014, or something similar.
Getting leads from your website is an art, but we do it pretty well. The idea is: pull someone in with a compelling headline, keep their interest with great content and make them convert by offering them something of value. After that there’s some nurturing that should happen – but if you’re creating blogs with these simple components and syndicating them in the right places, you’ll be getting new leads in no time. Your next problem will be closing them.