Engaging Your Audience

Turn Your Blog Into A Lead Magnet With These 7 Tips

If you spend your time creating a super blog with useful, unique and, most importantly, free content chances are you’re keeping everything crossed that some of your readers will eventually buy from you. When you’re working like this, blogging can feel a lot like fishing in the Atlantic with a single hook; you know there’s a big fish out there somewhere, if you can only get it to bite.

But it doesn’t always have to be so.

Putting amazing content out there is the first hurdle to overcome, but if you really want your blog to become a lean, mean, lead magnet machine, you’ll need to take things one step further. Here’s how you can do it.

7 Lead Magnet Tips For Your Company Blog

  1. Make The Content Work Your Products

By ‘work your products’ we mean literally make them work. Hard. You can discuss current affairs, politics, industry news, whatever in your blog, but the subtle notion you need to be promoting is that your product makes absolute sense. Blogs are not a place to come in all hard sell; rather they are a place where you can put your product or service into context, and let the visitor join the dots for themselves. If you’re not confident about writing an amazing blog that adequately confers your exemplary knowledge and your product’s outstanding benefits, hire a professional to make sure you get this part right.

  1. Test, Test, And Test Again

Don’t ever just assume you know what your audience wants. Digital marketing offers more opportunities for testing and learning about our clients that we have ever had the pleasure of before, and in all too many cases, the results can be surprising. Test titles. Test CTAs. Test photos and formating. Testing is easy, and over time will help you deliver precisely the content your audience loves in precisely the way they want it delivered, so no excuses.

  1. Offer A Content Upgrade

If you’re tackling a fairly meaty subject why give all your hard research away for free? Give the headlines in your blog, or maybe one of the three things you’ve found out, but ask for an action before the rest of the content is made available. This could be something simple such as tweeting your blog, or you could ask for the visitor’s name and email address. Make it valuable, make it an offer they cannot refuse, and make it look great on the page with custom banner or image to click.

  1. Offer Personalised Or Exclusive Access Content

By offering a small element of your service for free in return for filling out a short form, you’re not only getting the opportunity to demonstrate your excellence to that customer, but also developing an opportunity to market directly to that person later on. If you’re a fitness business, offer a personalised nutrition plan to subscribers; if you’re a fashion company, offer a personalised body shape analysis. If your products or services don’t really align to this type of activity particularly well, consider developing exclusive content, such as a whitepaper or an in depth report that they would struggle to find elsewhere.

  1. Have An Exit Pop Up

Love them or loathe them, exit pop ups are great for capturing details of someone who already has a positive opinion of your brand and company – having just read your amazingly insightful blog. A pop up could ask them if they want to join your email newsletter list, to read more awesome content, or it could offer a perk like a free eBook or discount coupon in return for their email address. A popular alternative is the 2 step opt-in popup, which asks a question that can be answered in two ways. Do you want to know more about this, yes or no? Do you eat more of this or that? Do you think we should do A or B? Depending on their response they are then taken to a custom landing page, where an email address would usually be requested.

  1. Refine Old Content

Research shows that around three quarters of monthly blog views and over 90 per cent of leads come from old blog posts. That means there is definitely mileage to be gained in making sure your old content is still useful and relevant too. Find out which blog posts are still generating traffic, and work on making these as good as they possibly can be. Take some time to refine your call to actions, to update information, and to optimise keywords to make the most of these pages as well as your new ones.

  1. Always Ask

Blogs are a great way to show off your knowledge. They are also good for boosting the SEO juice of your website too. But most importantly, they’re an excellent customer relationship tool that will move them further through the sales process towards the purchase moment. However, if you’re just going to put loads of valuable content out there for free and ask for nothing back, chances are that’s precisely what you are going to get back – nothing. If you want your customer to do something for you in return, ask them for it. Do you want them to join your mailing list? Maybe you’d like them to follow you on Facebook? Or to sign up for a free trial of your services? Whatever your ultimate goal, make sure your call to action is clear so that your readers are under no illusions about what you want them to do.

Using Your Blog To Grow Your Email Lists

You may have noticed that a lot of these strategies are about email list building, and you’d be right. You might be wondering why this is so important, when after all what you’re aiming to do is get more pageviews and ultimately more sales. The crucial thing here is, an email address is a lead, and a strong one too.

When a willing, potential client hands an email address to you it’s their way of saying, ‘I’m interested’. They’re letting you know they they’ve read something or seen something on your website, and they want to know more. They’re ready to progress to the next stage of the sales funnel, and have given you a means with which to talk to them more directly.

On average, 98% of your website traffic will leave without converting into a lead, even if they are interested in what you have to sell. People need to be marketed to over time, and by capturing their email address through your blog, you can now directly and proactively market to them, so that when they are ready to buy, your brand is the one in their mind.

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