Part 1: How To Blog For Lead Generation: The Straight Goods
My good friend recently celebrated her betrothal to her now fiancé and the only people that showed up to toast the newly engaged couple with a frothy flute of champagne were their closest friends and immediate family. There were 10 of us in total. That’s it. Why, you ask? Because they didn’t want anyone else to show up. Let me explain…
This kind of a turnout is totally fine for a private family event. But, when it comes to your business, the rules completely change. Who in their right mind would want to write a blog if readers aren’t coming by for a visit? Blogs must be well-written, well-researched, and, in my honest opinion, fascinating enough to retain the interest of even the most lazy readers. These kinds of blogs take time to write – I know some business associates who spend hours, days, and weeks lamenting and perfecting their blogs. Does this sound like you?
65% of Blogs Lay Dormant
More than 65% of blogs lay dormant where the only readers are the author (yay!) and possibly some overseas spammers for cheap diet pills (nay!). In other words, these blogs see no traffic, “enjoy” a sparse readership and, sadly, don’t convert at all. So, what’s happening here? If you’re experiencing this problem, the first question to ask yourself is: Did you send out any invitations? Or, are you like my newly engaged friend who didn’t send out any invites at all save for one created on Facebook?
I think it’s safe to say that people can only really visit your blog and website if they’re invited. There are a number of ways to invite people into your blogosphere:
- Shared links with other high profile blogs and websites
- Social media plugs from yourself and other businesses
- Contests and giveaways (use sparingly)
- Email newsletters (keep ‘em short and sweet)
- Good ol’ SEO tactics to entice Google to rank you higher
Entice Google Into Ranking You Higher Using SEO
I use the word “entice” here because not only do you need to make your readers like what you write, you must also make Google value your content. Your job is to always be able to strike a fine balance between the creative (ideas and pitch) and the technical (search engine optimization). Grabbing your reader’s attention and giving them what they want — while also appealing to Google’s savvy search bots — should be right at the top of your priority list when creating blogs.
I’ve said this to my students and clients before: Just because you build it, does NOT mean they will come. So… how are YOU going to get your blog posts read? Actually, the better question here is: How are you going to use your blog for lead generation? Stay tuned for my next instalment where I’ll be sharing with you some of my tried and true ways of driving more traffic — AND increasing readership — to your blog.