Taking a person from a stranger all the way to being sales-ready is the entire lead generation process. Within this there are the two clear stages – the demand generation stage is used to convert people from prospects to leads, and the lead nurturing stage is used to convert them from leads to sales-ready buyers. Many marketers are still unclear of how to implement the best demand generation strategy, so hopefully this series of blogs will explain. The key demand generation channels are social media, blogging, pay-per-click ads, company websites,emails and snackable content such as infographics. This post will focus on generating the best results from the blog channel.
B2B companies that blog generate 67% more leads than those that don’t - Webbiquity.com
Given that demand generation is about driving strangers/prospects to your landing pages and conversion forms, how can you use your blog to contact strangers? Well, thankfully this is what good blog posts do best. People who are not aware of your company and product/service are most likely to be in the research stage of their buying process. This means that they are typically using search engines to look for information on their pain points and symptoms (such as ‘how do I increase my leads?’). So how do you get your blog in front of them? SEO.
Writing a search engine optimised blog will help get posts as high up the search engine results pages as possible. So, by identifying your prospects’ most common pain point and then writing optimised blogs on this subject, your post is most likely to feature high on the results pages when they start researching online. The ideal process would be for a prospect to search their pain points and arrive at the result pages where your latest blog post is sitting in top position. The title and snippet of text from the post would be so relevant that the prospect clicks through to it immediately.
The top listing in Google’s organic search results on average receives 33% of the traffic - second position takes 18% of the traffic on average - Bridgelinedigital
Having managed to capture the attention of the prospects, how do you then ensure that they become leads? The simple answer is good blog writing, a strong call to action, and a link to a related piece of content. Blog posts should show thought leadership and illustrate to the reader that your company is capable of helping them solve their issues and pain points. It should also be enticing and interesting enough for them to want to find out more. This is when the call to action becomes important. By clearly and concisely reiterating the benefits of clicking the link and visiting the related content, you are directing the prospects towards your landing page and conversion form.
From this stage onwards, your landing page design, copy and call to action will be responsible for converting the prospect to a lead, but getting them here was entirely the work of the blog – that’s demand generation in action.
To find out as much as possible about your prospects and ultimately inform your demand generation activity…