How to Generate Leads through Blogging

You know why you need a blog, right?

First off there’s the fact that companies with 51-100 pages on their website generate 48% more traffic than those with 1-50 pages1. Blogging can help you smash that threshold within a matter of months, even if you’re only posting 3 times per week.

Or how about that companies blogging just once or twice a month generate 70% more leads than those who don’t.
Or what marketers that prioritise blogging are 13 times more likely to generate a positive ROI from their inbound marketing efforts.

All enticing reasons to be blogging considering its direct correlation to Content Marketing’s performance in key areas, wouldn’t you say?

But let’s hone in on that lead generation nugget for a moment. While your blog can help you achieve a number of important marketing goals, generating leads to nurture along the buying cycle is an important one. It is, after all, one of our primary objectives. Simply throwing up a blog article isn’t going to equate to leads streaming in though. You need to optimise your blog for lead generation and I’m going to take you through 5 steps that will help you do just that.

Setting the Stage for Lead Generation from Your Blog – Attracting Traffic

1. Get to Know Your Buyer Persona

In order to attract the right type of people to your blog, i.e. the kinds of people you’d like as customers, you need to know what it is they are looking to solve, what pain points they have and what challenges they are looking to overcome (in order to be able to write about the solutions).

Profiling and understanding your buyer persona will help you to keep your topics and posts closely aligned with their needs and interests and subsequently position you as a potential supplier or vendor of a solution in time.
This also means writing in your buyer persona’s language. I’m not referring to whether you write in English or Spanish (although that should definitely be taken into consideration too!).

I’m talking about the tone and style of language you use in your posts. Using vernacular that your buyer persona is familiar with will ensure that you come across as a brand that they can relate to and will want to engage with. Consider variations of terms, for e.g. ‘home’ vs. ‘house’, and be sure to use the iteration your buyer persona would use in their everyday conversation.