Per Neil Patel, "Blog posts are still the #1 asset for engaging with your audience and generating warm leads for your business." In fact, he goes on to say that B2B companies that blog generate 67% more leads per month than those who do not.
Blogging may be overwhelming to you, I mean what do you write anyway? How do you say what you want to say? How do you optimize your blog? All good questions. Blogs are best crafted when you do a good amount of research on what your target audience wants to know about a particular subject matter.
Here are 4 ways blogging generates more leads for your business:
1. Use social listening to answer questions that your target audience is talking about
Social listening is when you go online and “listen” to what your target audience is talking about or asking. This is a great way to do research for your brand and get honest input on what your target audience is seeking.
Some great places to look for and do some social listening are:
Google search suggestions
Twitter Hashtag Search
You want to be sure that you're listening to the questions your target audience is asking to provide relevant, valuable content that will help them solve their problem. You should be listening to see how the public perceives your brand, what topics you need to talk about, where the industry you're in is going and to do general customer research.
2. When your audience likes you or your brand, they’re more likely to come to your site for reputable content
You want to be sure that you're writing your blog in a way that will make your readers like you. Likeability will make a huge difference in how your brand or company is perceived. Be vulnerable and tell your story in an authentic way where your audience will be able to identify with your company. Use images to boost your credibility on whatever subject matter you're discussing. Stock photo websites such as pexels are a great place to find beautiful photos or paid stock photo websites such as Adobe photos.
When your audience trusts you, they’ll start coming to you automatically for content. Give away great content for free. Provide valuable information to your audience at no cost to them and your audience will pay attention to what your company is saying.
3. You can better define who your brand is as a whole
To blog effectively you need to define your brand's tone of voice. The written tone of voice for your brand is the personality of your brand or company as expressed through the written word. Your brand’s tone of voice governs what you say in writing and how you say it. When your brand has a proper ‘voice’ it gives your target audience the impression of solidity, trustworthiness and honesty. If you have an inconsistent tone of voice for your brand, readers will feel there is a contradiction and an uncomfortable-ness when it comes to your brand, even if only on a subconscious level.
4. Blogs can help you be “found” through internet searches.
Writing your blog is important, but how you put it into the backend of your website is just as important.
Here are a few tips and tricks to help your blog get found for a particular keyword or phrase:
When adding an image to your post, always be sure to right click on that image and adjust it’s features such as adding in “alt-text” for the image that references your keyword or phrase. Try a site like Pikwizard
Use your keyword phrase in your title tag (the title tag is an accurate concise, description of the page’s content that search engines display - typically only 65-75 characters)
Use your keyword phrase near the top of your blog post
Use at least 2-3 variations of your keyword in your blog post’s body
Use your keyword at least once in your meta description tag
Some valuable blogging tips that can help make your writing easier to consume are:
Use short sentences. You want your content to be easy to scan and your paragraphs to be short.
The 24 hour rule. After you've finished your blog post, let it sit for 24 hours and do other things. Then come back to it and you'll most likely find new things you'd like to fix.
Lose the fancy words and jargon. Industry jargon will most likely not be understood by everyone reading your blog post so lose it. Fancy words may seem like you're coming off as more of an expert but it actually hurts your credibility instead of helping it. The simpler your blog is to read, the more well received it'll be.
Read your writing out loud before publishing it to draw your attention to clunky turns of phrase, misused words and convoluted sentences.
Get rid of weak verbs and adjectives. Words such as “seem” are words that can be replaced to make your sentence more direct.
Make sure to include a CTA or call to action in your blog to drive your visitors to the next stage of your funnel.
Use some of these tips to get started blogging and generate more awareness for your business and new leads.
Hubspot found that companies that blog 16 or more times a month get on average 3.5 times more traffic than companies that blog 0-2 times per month.
Use blogging to help your business grow, it’s an easy way to create content for your business that you can use to market your services or products.
If you have any questions on blogging or are interested in learning more, I’m always happy to answer questions through my content form. Follow my pages on social media for inspiring entrepreneurial content and to follow what KGrandy Media Co. is up to!