Lead Generation – An Introduction
One of the ways of improving your business website’s effectiveness, be it for lead generation, sales improvement or brand awareness, is by regularly blogging about the questions that your customers are curious about. Curiously, this happens to be in line with the old adage of giving in order to receive. “The best way to have in abundance is to give in essence. There is great possession in charity.” Adewale Osunsakin.
How to Start a Successful Blog (General Assembly, HubSpot 2018) discusses how your blog can really help function as a tool for business growth. The article provides some interesting reasons why businesses should consider blogging:
- Marketers who use blogs receive 67% more leads than those who do not.
- Those who have prioritised blogging are 13 times more likely to enjoy positive ROI.
- Blogging is cost-effective in that the only thing you really need to spend is time.
- Companies who blog receive 97% more links directing to their website.
- Blogs have been rated as the fifth most trusted source for sales.
Other uses of blogging
HubSpot goes on to state that Blogging is a crucial part of inbound marketing because it allows you to quickly disseminate helpful information to your followers and new site visitors. This, in turn, helps build credibility, SEO juice, and helps you become more of a thought leader in your industry. Not only that, blogging has an exponential long-term impact. The longer and more often you blog, the more traffic you’ll generate over time.
Let’s look at an example. What you can you blog about to grow your business if you are a teeth whitening dentist. You have to start by defining your customer persona, what is now commonly known as an Avatar. This a fictional representation of your ideal customer. An Avatar helps you to understand your customers (current & prospective). For blogging purposes therefore, the Avatar will help us to understand what kinds of content should go into our blogs posts. The best way to do this is to try and find out what questions are your potential customers asking about this market. What concerns or pain points are they raising? What do they like about your product or service? and what kind of content are they looking for?
Here are some of the questions that you are likely to come across: Is professional teeth whitening worth it? How much does teeth whitening cost? Is teeth whitening permanent? What chemicals do dentists use to whiten teeth? Are there any side effects? etc. As alluded to above, the whole point of blogging is to disseminate information and to direct your customers and prospects to links that provide additional helpful content for your customers. As you can see these questions can begin to form paragraphs or chapters for your blog posts.