Ever felt like your writing and creating blog posts, but no one is looking? It's a common feeling in the industry. Topical writing that appeals to your audience needs to come out with timely and regular publishing if you want to attract interest. Once you have the audience attention, the idea is that your readers will move along the sales funnel and become leads.
The problem is: readers don't always convert, so you're not getting new, qualified leads.
Since blogging is such an important way to generate new business, it's vital to diagnose and fix any common issues that are preventing you from getting customers. Check out these 5 tips to improve your blog and generate leads.
1. Low Traffic - Not enough people are seeing your content.
Only a small percentage of blog readers will become leads. MarketingSherpa research shows that conversion rates, meaning the number of people who convert to a lead, represent only about 2%-10% of your total web visits. The math is simple: Out of 100 visitors, you may only see 2-10 leads.
Solution: Increasing traffic increases your opportunity to convert leads, so this is an easy metric to focus on. And just how should you increase traffic? Some common strategies to boost website traffic include:
- Search Engine Optimization. Also called SEO, this technique can help generate organic traffic. Since 70% of the links users click are organic, improving your website with SEO guidelines can have a significant impact.
- Share the URL. Simply put, if people can't find your website - they can't use it. Make sure your URL is prominently displayed on ads and print merchandise too.
- Email Campaigns. Share your blog posts and special events with your custom email list. Software like Mailchimp or Constant Contact can make this process simple and fast.
- Paid Ads. Create ads through Pay-Per-Click (PPC) advertising. Try ads through Google or social media sites like Facebook and Twitter.
2. Use Social Media - Promote your content.
Just creating a blog post but not supporting the content is a big reason why your not getting leads. Social media can be used to support your blog posts by sharing both free and paid content. Don't forget that these networks go beyond Facebook, but also include Twitter, LinkedIn, Pinterest, Instagram, and more.
Solution: Share more. KissMetrics found that simply sharing content three times through Facebook, Twitter, and Google+ increased total share more than 100%. Promote your content beyond your own website as both a business and as an individual.
3. Conversions - Give people options.
People shop in different ways, so having a one-size-fits-all conversion point just doesn't work for everyone. Even with great content, a reason you're not getting leads may be how you ask for them. If the only option is to "Buy Product" on every page, you could be losing leads that just need a little more time.
Solution: Create softer conversion options. Try offering different conversion points that include options for those who aren't quite ready to buy, such as offers or information. Some common soft conversions include:
- Newsletter Subscribe Buttons
- Free Downloads: ebooks, templates
4. Content Problems - Solve problems and answer questions.
Another reason you are not getting leads is because people may not be finding the answers they are looking for. When you create website content, think of the problem your audience is trying to solve. For example, if your website sells rain gutters, you may want content that describes gutter installation, gutter cleaning, repairs, fixes, and more. Creating a well-written article on the history of rain gutters might be interesting, but your readers are unlikely to find this helpful and may click away.
Solution: Edit and research. It sounds simple, but solid editing takes some skill. Don't be afraid to consult industry experts with some questions. Ask your clients what their favorite topics have been in the past. Check Google Analytics and find your highest-converting posts already published. Sometimes fixing your content is as simple as rewriting, HubSpot cites a case study showing a 106% boost in traffic.
5. Web Design - Appealing, useful, and effective.
If a potential customer can't figure out your website, then you are not getting leads from that source. Your website should look good, but it also has to be functional. No matter how pretty it might look, if a reader can't find a link or menu - then it won't matter.
Solution: Consult the experts to test and optimize. Web experts like user experience researchers can test for bugs and use focus groups and user studies to give you a preview of how your audience will react to your site. Often small changes in design can have a large impact. Remember to optimize for mobile too, as 60% of traffic is now from phones and other mobile devices.
Having trouble scheduling out your blog content? Try our blog editorial calendar! It can help you organize your blog content, keywords and schedule them at an appropriate time.