How To Blog For Lead Generation

Part 3: Using Google AdWords To Drive Traffic To Your Blog And Website

Part 3: Using Google AdWords To Drive Traffic To Your Blog And Website

Investing in Google AdWords and Facebook Ads to drive traffic and awareness

Organic traffic is always best. Why? Because it’s the ultimate by product of all the great work you’re doing online. If you are already ranking relatively high and you haven’t done any form of paid advertising to drive your rankings up, I’d say you’re doing the most important things right. But, don’t stop there – start looking at other related keywords that you’d also like to rank for. Building up relationships between multiple keywords and having all of that present on your website, blog, YouTube, and social media avenues is an excellent way to demonstrate to Google that you’re not just a “one trick pony.”

Paid advertising for special events (like workshops) and blog posts on Facebook have worked immensely well for some of my clients. Not only have these ads generated more Likes and traffic back to their Facebook pages and websites, they have also yielded a higher visitor-to-client ratio. This means that those people that click on a Facebook ad have a higher chance of purchasing from you. Granted, this is just what I’ve seen with five clients of mine… but, five is better than zero and Facebook ads can potentially (but, not always) be cheaper than Google AdWords campaigns.

Generating Leads Using Search Engine Optimization (SEO)

This method is BY FAR my favourite way of driving traffic to whatever online account you have. It’s an organic way of telling Google that you’re an expert in what you do and, therefore, deserve to get ranked as high as possible for a specific keyword. Your permalink, blog title, meta description, keywords, categories, and tags all represent something I like to call “SEO touch points.” If you’ve ever been to one of my Marketing Bootcamp Basics workshops, you’d know that these are the basic elements of any blog that Google uses to determine value and relevance. If you can nail every single one of those items consistently, then you’re well on your way to winning the rankings battle against your competition.

So, How Do You Use SEO To Increase Your Blog’s Rankings?

It’s actually easier than you may think. All five of these tactics (social media, email newsletter campaigns, guest blogging, paid advertising, and SEO) should be used in tandem with one another. But, if you have limited time and can choose only one, I would (obviously) recommend search engine optimization. It’s your best bet for not only driving qualified traffic, but also converting that traffic. The whole purpose of SEO is to tell Google you’re an expert on something, get them to rank you high for your search terms, and, ultimately, attract your IDEAL client.

Interested in learning how you can use SEO to transform your WordPress blog into a lead generating tool? Stay tuned for next blog on how to effectively navigate and utilize your SEO plugin.

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Part 2: How To Drive Traffic To Your Blog AND Increase Readership

Part 2: How To Drive Traffic To Your Blog AND Increase Readership

Let’s be honest here: Every business owner wants to generate leads with the least amount of blood, sweat, tears. Your goal is to build a business where clients come to you and you want these potential clients to already want and need your product and service. We call this wonderful phenomenon pre-qualified traffic. So let’s examine some tried and true methods of driving this kind of qualified traffic to your blog and website:

Using Social Media To Drive Traffic To Your Blog And Website

Social media is a great way to drive more traffic back to your blog and website for several reasons. It shows Google that you’re active when it comes to community building and the addition of a blog URL helps build up the number of simple, organic links back to your site. Almost every business owner has Facebook, Twitter, and LinkedIn – now would be a good time to use it. Post wisely, though. There are certain sweet spots when it comes to posting on social media especially when it comes to:

  • The number of times you need to post on each respective account
  • The time of day that you want to post
  • Be strategic with your accounts. Don’t post if you have nothing interesting or valuable to share with your followers and fans. The last thing you want to do is spam your potential and current customers.

Still not a believer that social media can be a powerful traffic generation tool? Then maybe this statistic will help: 26% of B2C marketers say that Facebook is the leading source of referred social media traffic back to their respective websites. Now that’s impressive.

Do Email Newsletters Work For Lead Generation?

A gentle word of caution to those that do email newsletters: Make sure you have a really STELLAR headline as the subject of your email. Your goal is to grab the attention of your readers – and potential clients – and to make them want more. You want them to be interested and, ultimately, invested in whatever it is you have to say. Remember that it’s so much easier to convert someone who already likes you. Sometimes all it takes is a delicate nudge to make a casual web visitor into a committed buyer.

Guest Blogging For Lead Generation

Yes, I am a huge fan of guest blogging. The reasoning is simple: By guest blogging, I am now able to put myself in front of a large audience that I a) possibly never would have been exposed to otherwise or b) while I might be able to get exposure to this same group through other means, reaching them all at once is a time saver. Guest blogging for sites that already have great traction means new eye balls on my content and quality links that mean a great deal to Google and other major search engines.

And, last but not least: Have you ever considered doing a Google AdWords or a Facebook Ads campaign to drive traffic back to your blog? Learn more in my next blog.

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Part 1: How To Blog For Lead Generation — The Straight Goods

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.

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