Once your business blog has been optimized for the search engines and optimized for social media, you will want to optimize it for lead generation. This is relatively easy to do and will become the primary way you will capture leads from your blog.
Include a Compelling Offer with Each Blog Posting
At the end of every blog posting after you ask your readers how they react, you can provide them with a compelling offer that is relevant to the contents of the blog posting.
This can include a link to download a calculator, a template, a guide, a checklist, or an ebook. The offer needs to provide enough value that your blog readers will provide you with their contact information in exchange for access to your compelling offer.
Structuring Your Compelling Offer on Your Blog Posting
A compelling offer needs to be eye-catching and contain a clear description of the value it provides. You can accomplish this by including a small graphic along with text that both contain a clear call to action. You want to remove any uncertainty by making your call-to-action obvious and, of course, action-oriented.
The more related your compelling offer is to your blog posting, the better. Think of your blog posting as setting the stage and helping your audience better identify a particular issue, and your compelling offer should provide the resolution or, at least, guidance in the direction of the resolution to the issue you just helped clarify.
For smaller websites, a blog is the best opportunity for you to create visibility online about how you can help your prospective customers. Make sure you have a clearly defined lead generation process so you can convert your blog readers to leads through compelling offers.
What kinds of compelling offers have you included on your blog?
Image by Ewan-M
Free Content Marketing Plan Template
This free template will help you plan your content marketing activity from identifying your target audience to creating an editorial calendar for managing what to post when.
Use the plan to better manage your blogging activity so you’re never short on ideas and you always have your target audience in mind when writing.
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