Many organisations are still dubious about the effectiveness of blogging – mainly because many businesses don’t know how to do it effectively!
Without a goal and a clear focus, the majority of your efforts are wasted.
B2B marketers have one main goal: to generate leads.
Blogging is one of the most powerful marketing tools available and can be used to fill the top of your sales funnel as well as to convert leads.
Here are 8 top tips to help you achieve this:
Filling Your Sales Funnel
One of the primary goals of your blog should be to fill your sales funnel. This is achieved by generating traffic to your site. Mathematically speaking, the more traffic you generate, the more leads you will get. Here are a few key pointers for making your blog great at generating traffic.
1. Guest blogging and engagement
Guest blogging increases targeted traffic and SEO. By engaging with other bloggers commenting and sharing you build relationships with them. Additionally, writing a guest blog article for relevant sites can produce better quantity and good quality traffic.
2. Frequency and momentum
Each blog post acts as a page on your site. Google ranks sites higher the more pages they have. Statistics show that the more you blog the more traffic you get.
Additionally, building momentum with your blog posts (for example: aiming for two a week as opposed to five in a day and none for the rest of the month) does wonders for your SEO and shows readers and blog subscribers you are a reliable source.
3. Blog Subscription and RSS
Providing readers with the option to subscribe to your blog helps build a community of interested users, increasing your blog reach and effectiveness.
It’s also a good way of keeping in touch with your prospects in a helpful, non-pushy way until they’re ready to buy. You will position yourself as a thought leader in the industry and gain their trust.
4. Solve problems
By focusing the content of your blog on solving your customers problems, instead of your companies products and news, you attract more traffic as your content will be more relevant to your target audience, as well as engaging your readers and presenting you as a reliable source.
Providing share buttons encourages readers to share your blog posts with their followers and friends. Simply having these buttons on your site is already a step in the right direction, as mentions in the social media space act as digital word of mouth. It sends the message that you must be saying something of value to those who are willing to share your content with their networks.
Aiding Conversion Rates
6. Call to Action
Ensuring you have an appealing call to action at the end of every blog post significantly enhances the chances of your blog actually achieving you what you want it to. Don’t be shy, tell your readers what you want them to do next! However, make sure your offer lines up with what you were previously talking about, and don’t mislead them with your copy.
7. Landing pages
Creating landing pages for the calls to action on your blog helps capture the information from your leads as well as providing another opportunity to promote other goals for example – subscribing to the blog or downloading a white paper.
8. Anchor text links
Blogs provide a great opportunity for using anchor text links as a call to action to related blog posts as well as landing pages. They are great for SEO as well as aiding in pushing traffic through conversion paths and turning them into leads.
See here for a list of blogging tools to help you on your way.
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Chris Fell is the Managing Director of g2m Solutions, and an accredited align.me Funnel Coach. To read more of his insights, go to the g2M Solutions blog.