Sales lead generation is your company's bloodstream. It's the most significant part of how you get actual customers—to acquire people who are paying you money for your products. How well you execute the plan of new sales lead generation will determine your business success.
Whether you're selling digital products, courses, physical products, or professional services, the importance of educating and entertaining your audience remains the same. The more luxurious and expensive your product is, the more sales lead generation tools you need.
In this article, I have put together the best blog content strategies to generate sales leads, based on research such as this 912 million blog post analysis, HubSpot's 13'124 post analysis and Buzzsumo's 175 million visit analysis. As well, I have included best practices from writers whose articles are published in Forbes, Huffington Post and Business Insider.
By the way, what exactly does sales lead generation mean? It's how you present information to capture your visitors' interest to learn more about your products and solutions.
A visitor with an active interest in your product and solution is a lead. Leads are people who are considering buying your product and solution. How you present specific, targeted information to your visitors' inquiry affects your sales lead generation rate.
And now let us proceed with the 12 blog content strategies to quickly double your sales lead generation results for your business.
It's not just important how many visitors you'll attract to your site. At the end of the day, the absolute number of how many customers you gained is what brings your company to life. At one point, it may start to get expensive to attract more visitors to your site. And the cost of converting your existing visitors starts to ramp up.
So first, you need to define your sales lead generation goal. It may be one of the following:
Increase the number of visitors to your site and maintain your conversion rate
Increase the conversion rate of your visitors
In both cases, the result is similar: you gain more customers by increasing traffic or conversion rate. But, depending on what type of product or service you're selling, one of the two may seem to be a more reasonable choice. Start with asking yourself questions such as:
Is your product cheap or is it expensive?
Is your product for everyone, or is it exclusive?
Is your product luxurious, or is it a peoples-choice?
If you're selling premium products (like a $2500 education course) or more expensive products (like a $200 handmade, quality shirt), you'll rarely be able to sell directly from content. Make it your goal to collect emails from your content and convert your subscribers.
The more expensive and luxurious your product or service is, the more effort you need to put in your sales lead generation content.
Your visitor needs to understand how your solution can solve their problem. And it needs to be delivered generously. If you're trying to sell too directly, they will recognize it immediately.
You need to give value upfront for your visitors so that you can build trust. When they have shared a piece of contact information with you, and become a lead, then you can be more direct about the solution you provide.
All of that requires significant resources in content creation, and you need to clearly understand your goal and the way you are going to make your content most effective.
First of all, no one likes to be sold to. But everyone enjoys buying. And this is a significant idea within your content strategy.
You need to address your visitors' questions and provide a solution to their problems. And the more you can make it feel like a realistic solution, the better it will work for you.
Remember: all information is free. Even when you put out all the how-to and what-not-to, the room for error in execution exists. So let your visitors have answers to their questions. It will boost your credibility as a problem-solver and your product or service as the real problem solver for their issue.
How do you know what question or problem needs to be solved?
Hang out where your audience is. Find out what's bothering your audience. You can check that in sites such as Reddit or Quora. Or you can look for ideas in one of these hundred marketing blogging sites.
And when you know what's bothering your readers, type those keywords in Google. It's most likely that the first Search Engine Results Page (SERP) has one of your competitors' successful web pages. Check how they're addressing their readers' questions or solving their problems. And put a more detailed, more useful, more rewarding, and more entertaining answer in your blog posts.
"If you can define the problem better than your target customer, they will automatically assume you have the solution."—Jay Abraham, marketing consultant
It's a great way to define your visitors' inquiries and increase your sales lead generation conversion rate. To learn more about how to sell to an audience that doesn't want to be sold to look here.
Now when you have an idea what to write about, how should you craft your content to get the most of it?
There are several blog post types. Each of them has a different purpose and has a specific effect on your traffic. Some of the blog post types are more likely to be shared. Others are more likely to be backlinked. A balance between the two will give you the most leverage to build the authority of your website.
So, the essential blog types to include in your blog post strategy are:
"How-to" blog post. A step-by-step guide to doing what your blog post describes.
"What is" blog post. A quick-answer post about your visitors' inquiry. "What is" blog posts tend to appear as a featured snippet on Google.
List blog post. A blog post which lists off examples, resources, or tips to a topic your readers are interested in.
Infographic blog post. An infographic showing blog post information packed within a single image.
Newsjacking blog post. People love to read news online. Leverage this within your post and combine the idea with your message.
"Pillar Page" blog post. The ultimate guide that any reader would ever need to know about a topic.
You can get HubSpot templates on how to create these types of blog posts.
There are other types of blog posts, but these are the major ones to include in your blog. They are the pillars of your blogging. And this is common with the most prominent bloggers in the world. You can see that HubSpot has 69.5% of their total blog posts as list and how-to posts. As well, a similar trend is for Buzzsumo research: 38.7% of all blog posts are list and how-to posts.
It doesn't mean you can't write a different type of blog post. Of course you can. But it's good to know how to maximize your effectiveness for sales lead generation with limited resources. There's a reason why such percentages are a standard for big players out there.
To have a good comparison between different blog post types, you can examine this 912 million blog post share and backlink analysis.
Your blog posts need to hook and entertain your audience. If it doesn't catch your audience it will not be read at all.
Your headline needs to attract, inform, and entertain. The headline needs to be clear about what your visitor will get out of the blog post. What's the takeaway information provided for your visitor when they press the red cross on the web browser?
And not only that, your headline needs to answer to your visitors' inquiry. It should contain keywords identical to your audiences' search inquiry. The more familiar your headline will be, the better the chances you'll get more qualified traffic. And best of all, you'll have organic traffic. Visitors who find you without clicking on an ad.
But the headline is just the first hook. To create a sales lead generation machine, you need a compelling introduction as well.
Half of your page visitors may leave your page without even scrolling once. A clear, concise and accurate introduction keeps your visitors engaged with your content.
Time is precious. Your visitors need to know what they'll get from your content. They need to see that your content is essential, can solve your visitors' problems, and deliver the solution in an accurate and straightforward manner. You will have raised a green flag in your visitors' mind: a signal to go through your content.
So, what's vital in your introduction:
Brevity. Keep it between 100 - 200 words. It must tell readers what your content is about, without getting too lengthy.
Provide the reason why it's important. You need to clearly state why your topic is worth reading.
Who, what industry, or what industry sector it applies to. Your reader wants to know if it applies to them.
What your post contains. Clearly state what benefit your reader will get from this post.
Define terms. If your post contains a term, such as sales lead generation, remind your reader what it is. They may have a different definition for it in mind.
And make a definition for your main title keyword. If it's a well-known word, you may skip the description. But if there's a chance that it's being defined differently from site to site, it's going to be useful to remind your visitor about it.
Formatting may make or break your content. Remember the main formatting goals of your content: simple, understandable, and easy-to-digest. When you ignore one of those, it's a downhill rollercoaster ride for your content's readability.
Use these simple formatting techniques to make your content friendly for both SEO and your audience:
Use simple-to-read fonts. Popular fonts such as Calibri, Ariel or Times New Roman can go a long way.
Don't use long paragraphs. Break those paragraphs when you describe a new thought. It will put your visitors at ease and let them understand when a new turning point is presented.
Use Heading1, Heading2, and Heading3. It's not only easier to read, but it's also understandable for search engines. It's more likely for Google, Bing, and Yahoo to feature snippet your content when it's properly formatted.
Create bullet points. People love bullet points. Bullet points can emphasize the most crucial information in an easy-to-read list.
Use bold and italics properly. Don't overuse them and don't underuse them either. Words in bold will be easier to spot, pointing your audience to the most critical parts. And italics are handy to mark conversation, quotes, terms, and words with double meanings.
Proper formatting goes a long way. It's a tool to keep your audience attracted to your content. Now it's time to address the instrument responsible for your sales lead generation.
Your content needs to include a call-to-action (CTA) to be able to generate sales leads. It's your tool to guide your visitors' engagement. Without it, you're not ready to convert your visitors to leads. Period.
There are some rules to be follow to create a useful CTA:
A CTA needs to be visible. A contrasting color to the background and rest of your content gives visibility.
A clear description of benefit. A vague command, as "Click here", may not be as effective as "Hire now", "Book a Call" or "Get your eBook". Your visitor needs to understand what will follow next.
Have your CTA spread within your content. Most of your readers will not finish reading the whole blog post. Even the best blog posts writers have a rate of 25% of readers making it to the end of the post. Ensure you have a CTA at the first fold, in the middle, and at the bottom of your post.
Having your CTA set up is one of the most critical sales lead generation tools. Without it, you'll won't be able to generate any leads at all. But it's not the only tool to empower your lead generation.
Let us proceed to ways to create world-class blog content.
Did you know that 94% of blog posts worldwide don't have any backlinks to them? It's a harsh mathematical fact to consider. Most blog posts don't build enough authority for search engines. And one of the most crucial causes is lack of links included within posts.
There are two types of links:
Internal links. These are links to your website content. It guides your readers to find answers to their questions.
External links. These are links to other party resources like facts, statistics, research, and industry authority sites. Your blog post becomes more appealing to both search engines and your page visitors when a credible source links to your content.
It doesn't mean you need to put a hundred links in your blog post. But two or three links to useful content, related to the topic you're discussing, will go a long way.
As well, it's an excellent way to link your blog posts to your other content, creating a path for your visitors to engage with your content. It helps your reader to find a complete answer for their question, establishing authority in your readers' eyes. As well, you improve your sales lead generation when the reader becomes a possible lead.
When you have your links placed within your body copy, it's time to connect your idea to timeless quotes from experts around the world.
Everybody loves a memorable quote. Not only does it makes you feel smarter than the average person, but it makes your idea more acceptable. A quote has authority already established. And this is what your body copy needs: more power and credibility.
"Perfectionism is the mother of procrastination."—Michael Hyatt, author
Finding the perfect quote may be challenging. But don't look for the ideal thing. Look for a quote which sticks on minds, has been shared thousands and thousands of times, and can position your idea. The more this quote resonates with your audience, the better it will perform.
Where can you look for quotes? Google is full of quotes, but you can use one of these 20 sites for a quote.
When you have set up your quotes, it's time for the colorful part: adding visuals to your blog post.
It's a statistically proven fact, that blog posts with at least 1-2 images get 94% more views than blog posts without a picture. A picture that describes what your blog post is about and what benefit it will deliver goes a long way. Whatever visual content you're considering, there are several vital things your visual content needs to fulfill:
Emphasize your message. Selected visuals need to align with your presented idea.
Keep your content scannable. A picture says more than a thousand words. A quick look at the image should give your reader a sense of the topic.
Easy to navigate content. Your visuals should add stopping points for your content. If your content is long, like a pillar page, it's good to give visual direction for your reader.
Good, but isn't it costly to add visuals to your content? Not at all. You can get royalty-free images from one of these 21 sites here. They are free for use; even commercial use.
You can be the most entertaining content writer, writing great content for your audience. But if your content doesn't get good grades from search engines, it loses its power in attracting traffic and creating sales lead generation.
Your content needs to be SEO friendly. It must contain keywords similar to the ones your audience will use to find answers to their questions. When you have defined the most important keyword, and its long-tail versions, you need to strategically include them within your content.
Include these elements in your article:
Define your main keyword. It's the word, phrase or sentence which your audience will write in the search engine to find an answer to their question.
Include this keyword in your blog post title. The search engine needs to know what your article contains. It does that by comparing your post title with the keyword database. The title of the blog post is a crucial identifier that this blog post will have the solution for the readers' inquiry.
Repeat this keyword in the body copy. Best practice is to repeat this keyword once every 150 words in your body copy. It can repeat in the following sentences but don't overstuff it. If your body copy is 1500 words long, have your keyword repeated ten times.
Have the blog post at least 1000 - 2000 words long. It's a golden road between long enough content to be considered as useful and not too long to have a "Too Long - Don't Read" in mind.
Have SEO friendly formatting. If it's a title, it must be formatted as Heading 1. If it's a subhead, format as Heading 2, and if it's a list of a subheads, use Heading 3. It's essential formatting for a search engine to understand how good the content is.
And now last but not the least: the conclusion. Every blog post needs a proper ending. It's the part when you remind readers of the key takeaways, what to do with the information they just read, and why the time invested in reading the blog post was worth it.
Remember: You want to establish a good sales lead generation system. And to do that, have your closing include the following:
Remind readers of the key takeaways. What did your reader learn from this blog post and how they can implement that today?
Point out other resources you have on your website. If you have an eBook, whitepaper, case study, or another blog post which could help your visitor, post the link. It will keep your audience engaged with your content and increase your sales lead generation conversion rate.
Have a clear call-to-action included. Your reader needs to know what to do next. Don't leave them hanging, and provide a clear call-to-action. Depending on what your content is about, it could be a link to another post, a link to useful material such as an eBook, or a link to your provided service.
So, here are the 12 blog content strategies to quickly double your sales lead generation for your business. Today you have learned how to do the following:
Define your goal.
Answer a question or solve a problem.
Pick a blog post type.
Create a compelling headline.
Have a great introduction.
Keep proper formatting.
Include a call-to-action.
Have internal and external links in the body copy.
Have quotes which link to your idea.
Include visual elements.
Keep the blog SEO friendly.
Wrap-up the blog post with a great close.
It's a great foundation to start writing world-class articles, which are useful, sharable, and backlink worthy. And what's most important, they can generate sales leads.
It doesn't end with writing great blog posts. You need to set-up the distribution of your content, like social media and emails. Understand what content, how often, and when to publish.
It may look overwhelming to start but we have you covered. Our copywriting team has the skills and expertise to bring you not only world-class articles, but a whole campaign to achieve the result you desire: more sales lead generation and more customers. Book a call today and find out how a dedicated copywriter can bring you more sales leads and more customers for your business.
Edvīns Ķirsons is a Closer in Print and by Phone. Edvīns is working together with Copywriters.com and Dan Lok- since 2019, creating World-Class copy. He brings his decade of experience to his current role where he's dedicated to educate and inspire the world to become a Better Version of Themselves. You can find him on Twitter @Edvins_Kirsons or LinkedIn.Hire Edvins