Did you know that 75% of B2B c-level executives, VPs, and directors want to see “relevant content that speaks directly to [their] company” on a company’s website before making the decision to buy?
It’s not enough to have a polished website, though that should certainly be your first step. Today’s B2B buyers want to assess the quality and know-how of a company, and blogs are bite-size, easily-readable opportunities to demonstrate what you can do for prospects. A good blog addresses your user’s concerns, helps them picture how they would work with you, and, ideally, is convincing enough for them to submit their lead information to you.
Consistent blogging means more content for Google to index, too. With 90% of B2B buyers beginning their research process with search and choosing candidates by who appears in the first page of search engine results, you can’t afford to let your competitors get ahead – or worse, earn leads that should have been coming to you.
Stage one: I have some blogs, and a contact form. What’s next?
Do your blogs have a call-to-action (CTA) at the end? Whether it’s an ask to subscribe to your newsletter or read a related case study, it’s a best practice to always consider what you want the user to do after they read your blog.
Since we’re primarily concerned with blogging for lead generation here, let’s get users to your website’s contact form. You can use a simple text link in your footer, like
<a href="Your Contact Form URL">contact us today</a> …
… or you can get fancy with some simple CSS. Some code we like to use is below; just swap in your brand colors!
<a style="background-color: #850d70; width: 400px; display:block; box-sizing: content-box; padding: 20px; line-height: 25px; font-size: 21px; color: #ffffff; margin-top:15px; margin-bottom:15px;" href="Your Contact Form URL">Contact Us Today</a>
Lastly, the WordPress platform makes it easy to set up sidebar widgets that hang out to the left or right of your blog with a link to your contact page. When your reader’s ready to click, it’ll be there. See an example of one of ours below:
73% of B2B decision-makers viewed a case study during their research, and other content pieces like white papers and ebooks have proven to be influential, too. Let’s get some return on your content investment and generate some leads!
Assuming that your content piece is hidden behind your landing page’s web form, we can format your blogs with lead generation in mind. Here are some ideas to try:
- Use the tips from above – text links, buttons, and sidebar widgets – to drive links to your content piece’s landing page. Place them in relevant blogs.
- Make your content piece exclusive, and only link to it from the pages of your blog (instead of also having it in your menu, etc.).
- Create a series of blog posts that are directly related to your content piece. They can feature snippets of your case study, bits and pieces of your ebook content, or otherwise tease its contents. Set up CTAs to your landing page from each one.
- Use Canva or in-house design to create an image to promote your content piece, then insert it into relevant blog posts with a link. Below is an example of one we’ve created for ourselves.
Stage three: Create a content piece from your blogs.
Want more content pieces for more lead generation opportunities? This is a little bit like the time-old tale of who came first, the chicken or the egg, but you can always breathe new life into existing blogs by turning them into content pieces that you then make available as lead bait, advertised in other blog posts.
Try this process:
- Collect all the blogs you have on a certain topic, like SD-WAN or UCaaS.
- Take all of its content and paste it in the text editor of your choice.
- Edit, rearrange, and rewrite the content as needed to create a cohesive piece from start to finish.
- Have your favorite designer work their magic to create a polished PDF.
- Create a landing page and form to promote your new content piece.
If you have a lot of overlapping content between the original blog and your new content piece, you may want to unpublish some of the blogs to increase the exclusivity of your content and drive downloads.
Of course, any blogs that remain live should link to your new content piece landing page!
Stage four: I have the marketing budget to add an opt-in service.
Opt-in services such as Optinmonster, Sleeknote, Picreel, ConvertPlug, and other market options allow you to integrate pop-ups, slide-ins, and other kinds of eye-catching promotions on your website’s pages and blog posts. (Note: Mojo is not affiliated with any of these companies linked above; we just like opt-ins!)
Though the specifics of each service will differ, many include the ability to:
- Select whether the opt-in shows on every URL on your domain, or just a select few (e.g., if you wanted to promote a VoIP lead bait piece on your VoIP page and blog posts only).
- Set up parameters such as the minimum amount of time that a user must spend on your site before the pop-up appears.
- Customize the text, image, colors, etc. of your opt-in.
- Depending on the complexity of the service, you can also customize whether an opt-in can ‘expire’ if a user has already become an open lead.
There are many different kinds of pop-ups, ranging from the mid-scroll full-screen box, to a slide-up banner that discreetly appears in the bottom right. Some of our favorites include:
- Bar at the top or bottom
- Slide in in the corner
- Pop ups (we prefer exit intent)
See one of our examples below:
Integrate the pop-up of your choice with the relevant blogs, attach a CRM web form, and if your content and opt-in messages are relevant enough to your users, they’ll start filling out your pop-up forms.
Stage five: rinse and repeat.
When it comes to blogging for lead generation, consistency is key – and the same can be said for any focused campaign, whether one-time or ongoing. If you need help putting together blogs, landing pages, or any other component of your content and lead generation strategy, give us a holler! We’re here to help you lead the competition.