Lead Capturing Tips from a Conversion Optimization Consultant
We?ve all heard it a hundred times…??content is king.? Well, it?s a fact. Unique relevant content drives traffic to your website and generates leads. In fact, 79% of companies that blog report a positive ROI for their inbound marketing. The truth is, most of the content we come across online each day is from a blog and that content is one of the most reliable sources for?lead generation.
Your blog is frequently your point of first contact with consumers. The key to lead generation is to educate, inform or entertain your visitor on a topic of interest while enticing them to interact with your website. This is the entry point to conversions and in fact, the opening of your sales funnel.
How you structure your post is often the key to both being found online and developing relationships with consumers. It?s important to properly structure your posts to provide the right information, to the right consumer, at the right moment in the buying cycle. Then use creative actionable Call to Actions (CTAs) to entice them to convert, act and enter your lead funnel. Here are a few best practices for structuring your posts to ensure they offer the maximum benefit.
Ask any conversion optimization consultant and they will tell you that your blog is often the entry point for building consumer relationships. In order to capitalize on this fact, it?s important to utilize best practices for on-page SEO. Include relevant keywords in specific areas like H1,? body and alt tags. This allows your post to be found via organic search and will increase more, better qualified traffic to your website.? Remember to make your headline snappy and interesting. Just this tactic will lower your bounce rate and increase conversions.
2. ?Calls To Action (CTAs)
CTAs are how you direct visitors to act on your offer and begin their journey through your sales process. In an informative blog post, your CTA is the proverbial ?icing on the cake.? Your content should lead readers directly to your CTA. The final paragraph is your final pitch to click on your CTA and entry the lead funnel. Make your CTA stand out. Buttons are an important element that, along with strong text, look professional and add credibility. Use solid action words like ?Act Now? or ?Start your Free Trial? to spur interest.
While Google does take into account links when determining SERP placement, be careful how you use them. External links can backfire and increase your bounce rate. Try using internal links that take the visitor deeper into your website, for example sending them to a landing page with additional CTAs that may interest them.
4. ?Side Bar
There is often a lot of space surrounding the text of a blog post. One area is often the right side of the page, or the L-bar. This is a perfect place to add secondary CTAs (your blog post being the primary CTA). This allows visitors a choice of actions if for example they aren?t interested in your primary offer or are not yet ready to purchase. Use this space to ask visitors to sign up for your free newsletter or blog alerts for example.
Using these?best practices can turn your blog into an easily found, lead generating machine. If your not sure where you stand, or are interested in learning more, visit the Marketing Matters Inbound website and take our free inbound marketing assessment. This free survey is a chance to have your website analyzed. We?ll show you any gaps in your digital marketing and identify areas for improvement!
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, PPC campaigns and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.