Blogs have power. In any business strategy, the lead generation campaign needs to receive the highest level of attention, and including a blog in your marketing strategy is a must for online marketers.
Indeed, the ability to generate leads is essential to the survival of a company. It’s also the core purpose of even the most popular business strategies nowadays, from growth hacking to more aggressive competitive maneuvers.
The reason for this is simple: If a company isn’t able to attract new customers, it is doomed to collapse. So, it’s natural for businesses to diversify the variety of touch points they provide to their audience. When companies embraced the concept of blogging and made it part of their professional online presence, most strategists seized the opportunity and proclaimed blogging an interactive lead generation machine.
When you consider the likes of successful bloggers like Zoella, it’s easy to see how the blog industry can reach a vast audience and create a loyal target. Yet, why doesn’t it work as the powerful lead generation formula everybody was hoping for?
The freedom of blogging is an obstacle
As a blogger, there’s a sense that you can write things that you wouldn’t otherwise publish on your company’s website. The blog is, by definition, the ultimate expression of your freedom of speech.
So, as you share your opinions about national or international matters, you might offend readers who would have otherwise become clients. It was the case in the UK when after the Brexit vote, several companies felt a backlash from their customer base as a result of a personal opinion expressed on their blogs and in social media.
Additionally, even when your readers agree with your opinion, it doesn’t mean that it’s safe to write anything you want. Indeed, it’s not uncommon for bloggers such as Mark Silverthorn to be sued for defamation. Where does the freedom of speech end? The answer is when it comes back to hurt your business.
Do you create content people want to read?
Every day hundreds of thousands of new pages for various blogs are published online. So it can be difficult for your blog article to attract readers, let alone to be noticed. So the first mistake that online marketers make when they decide to create a blog is to choose to maintain the “corporate tone” of the company you are an affiliate for, across the article.
Not that you should completely transform the tone of voice and pretend you’re writing for a brand new audience group, but ultimately, forcing the article to fit within a corporate guideline might limit the kind of topics and angles you can use. Indeed, a blog article is an opinion piece and quite frankly, it should be branding you, not your company.
Consequently, it should be your voice, and not the informal company’s voice. Using I – or We – will make your writing more impactful. You need to write pieces of content that are relevant to your industry, answer a question of your audience and provide value.
Don’t just create a blog about the latest trade show you attended; nobody cares about that. Finally, a blog doesn’t have to be just text. Instead, make your article about something significant you learned there and can pass along to your audience.
Why not embrace the vlogging trend and create video content instead? Videos are compelling, especially if you want to share exciting news or explain a complex product.
You share too much
As you want to distinguish your blog for the quality of its content, you shouldn’t give too much information in your articles. For instance, you shouldn’t write how-to tutorials to help customers build by themselves what you is actually trying to sell. If you share too much, your readers don’t need to buy from you anymore. In short, you might be losing leads because your blog is far too useful!
Becoming a blogger who actively sells services
Did you know that a lot of marketers separate their blogging activities from their selling activities? This mistake divides your audience between potential leads who reach the website and readers who stay on your blogs.
So, you need to make sure that your blogs not only relate to your affiliate or network marketing offerings but also can redirect readers to pages where they can order your services or your products. In other words, you need to be both a marketer that writes a blog and a blogger who sells services. The best way to embrace this trend is to learn from professional bloggers, who use their articles to generate leads and drive sales.
Can you attract affiliate leads instead?
Professional bloggers deliver another valuable lesson when it comes to building a different kind of leads. Indeed, when it comes to monetizing blogs, selling services is only one of the possible strategies. Joining an affiliate network such as WOWTRK, can allow websites to target advertiser audiences.
The lead is not the potential client, but it’s the advertiser who wants to display a banner or a video on your website. For bloggers, this additional and popular way of monetizing their site requires regular and varied content, to make sure that there is a constant flow of readers. What is stopping companies from offering their blog as an affiliate site?
The importance of leveraging expertise and creativity to reach new leads
Ultimately, when you need to create high-level content, there’s a moment when you reach the limit of your knowledge. But that doesn’t mean your blogging activity is over yet! Marketers could make the most of podcasts to interview their partners or even the expert in their team as a way to address a broader audience. The advantage of interviews is that your company can maximize the interviewee’s knowledge and popularity to your benefit. The best people for a podcast interview are:
- University researchers and professors related to your sector
- A new partner
- The expert in the team nobody knows about
- Local community about relevant worries and questions
What qualities do you need to make it work?
Blogs don’t deliver new leads with every new article you post. You need to develop a consistent, unique, and niche approach to make your voice a part of the lead generation strategy in your business.
One last quality that can convince readers to buy is thought-provocativeness. Make your audience think so that they can perceive how much they need your input in their business.
The bottom line is that as long as marketers will continue to think of their blogs as an extension of their online presence, they will continue to miss out on precious lead generation opportunities.