For many consulting business owners, starting a company blog, publishing posts and generating traffic isn’t the problem.
The real challenge is ‘how to write blog posts that generate quality leads’.
So if you care a lot about the quality of your leads and business blogging ROI, here is what you do: think different.
At the end of this post, doing this could lead to different actions that will unfold better outcomes. I say this because having good knowledge is half the battle.
In conversion focused business blogging strategy, deciding what to write about is just as important as the key objective.
And that is why active learning business people like you are searching keywords like these and others.
- Ideas for business blog posts
- Small business blog ideas
- Marketing blog topic ideas
The search for these and other keywords related to them implies that a whole lot of people are now aware that blogging for business actually works. The challenge is how?
Unfortunately, a great number of business owners contributing contents to their company blog, hiring full time and freelance writers have no measurable goal beyond growing brand awareness.
For those people, their business blogging strategy delivers frustrating ROI that is often below average or flat zero.
This is part of the reason why I often hear statements like:
‘Readers are not signing up for our newsletter’
‘We only get low quality leads that doesn’t convert at all’
‘We don’t generate any leads from our blog’
‘Our traffic volume is very low’ – and many others like them.
While growing brand awareness is a good thing, we do a lot of it at Weblife, it’s not the only objective. Let’s assume you brought in 10,000 visitors to your business blog in the last 90 days. They all read your blog posts and left.
Now they are aware of your brand. What business value did you get from that?
I guess you now see the importance of learning how to write high conversion blog posts that generate leads.
Beyond positive brand impressions, high conversion blog posts are usually created to accomplish three things at the same time.
First is to get attention. That is visibility. Second is to generate interest – this is about precision and relevance.
Then thirdly is to convert a percentage of the readers into quality leads or paying customers.
This is the ultimate goal. So to make it work, there has to be exchange of value. Value in this context could be potential customer contact details, free educational content, product samples, delivery of specific services or money.
To take it further, let’s look at the following perspectives. I believe by knowing what it is, you’ll learn how to write blog posts that generate leads and possibly real sales too.
Characteristics Of High Conversion Business Blog Posts
- Defined Buyer Persona
Beyond theories, defining reader and at the same time buyer persona, is the hardest part of conversion focused business blogging. What a lot people have are just some vague assumptions about who their ideal reader is.
Thus, misalignment in this regard means that the time and money spent on writing your business blog posts will only amount to futility.
The ironical thing about aimlessly wasteful blog posts is that it actually grows brand awareness.
It attracts the wrong audience and produces useless metrics. And in the process, it creates good feeling of accomplishment among the people involved. But think about this, of what good are traffic numbers and social media metrics if you don’t get any return on resources spent?
Without even going further, an example of defined persona could be ‘HR consulting business owner’. Sure you can go further than this.
According to Neil Patel, it’s not enough to know the demographic of your ideal customer like age, location, industry, job title and the rest.
You have to understand what drives them too. And that leads us to the second point.
- Precise Pain Point
In life and business, a great number of individuals are driven by immediate need to eliminate or avoid pain more than the promise of perceivable gain. In this regard, any content that activate memory of peculiar pain points often gets higher conversion rate.
This works in business blogging because universally, humans react faster to emotions as opposed to reason.
It also goes a long way to buttress the points on why stories sell.
By showing your understanding of precise pain points, you’ll also have opportunities to pre-sell a matching solution.
Contrary to this, your business blogging or content marketing strategies could be attracting people who are demographically qualified, but not interested or can’t afford your services.
If I have not experienced the difference between zero business blogging ROI and high conversion blog posts, the topic of this post will not even appear in my consciousness.
Examples of precise pain points will include low traffic volume, zero business blogging ROI, empty lead generation pipeline, inconsistent lead generation, low profit margin and many more.
- Proven Interest
Remember that high conversion blog posts accomplish three things: get attention, generate interest and convert readers into quality leads or paying customers. If you focus on one, you may miss the ultimate target.
In addition to addressing identifiable pain points, your ideas for business blog posts have to be aligned with proven customer interest.
The reason for this is very obvious, I may be demographically qualified to buy what you are selling, but if am not interested at a particular point in time, it makes no difference.
Yes, your business blogging efforts won’t make much difference if it is not aligned with the interest of people ready to buy within 24 hours to 90 days duration.
So how do you do research that actually helps in writing lead generation blog posts? Read on to find out.
- Multiple Touch Points
This is about leveraging internal links within your blog posts. While this may be similar to call to actions, we are interested mostly in the multiplicity of brand interaction touch points.
Instead of linking to external resources only or not linking at all, like so many business blogger do; high conversion blog posts accomplish this in three ways.
First, link to related blog posts inside your blog. See the screen shot below. This increases page views per visit and time on site. It also leverages longer time and multiple opportunities to convert your readers into leads or paying customers.
Second, link to dedicated lead generation landing pages. These are pages created specifically to offer something valuable to your readers in exchange for their contact details
It could be free webinar, ebook, white paper, case study, strategy execution plan and many other types of lead magnet.
Third is linking directly to your sales page. The most important thing is to do it within relevant context taking into account, identifiable pain point, proven interest and context.
Doing this consistently will provide answers on how to generate sales from business blogging.
- Clear Call To Action
For those with proven interest in how to write blog posts that generate leads, this is the core of it. As interesting as it is, there is an entire event dedicated to this. It’s called Call To Action Conference.
Hence, there is a science and art around the use of call to actions within the context of conversion focused business blogging strategy.
Just in case you are wondering what it is, these are simple, clear invitation to take mutually beneficial actions.
Remember what we said earlier about the exchange of value. That is the ultimate conversion. Specific actions in this regard could be paying money, registering for a conference, downloading white paper report, attending a webinar, participating in a contest etc.
Below is one call to action example found in one wedding planner’s blog. (add shot).
One business blogging mistake I see a lot of people make is just publishing posts without a clear call to action. Why would they care?
They are experts in their own field and probably generate few leads per month from their blog.
If your business blog is currently generating a considerable volume of traffic and you don’t have clear calls to action, then you need to think and do something different.
These calls to action case studies will expand your insight further on this.
At this point, I bet you now know the difference between what you have been doing and what is being discussed here. Now you know the characteristics of high conversion business blog posts, let’s move to the next step: the actual writing.
How To Write High Conversion Lead Generation Blog Posts
- Action Step #1: Choose Attractive Topics
How do you go about determining topics that are practically attractive among the ideal customers you want to attract? Well, you just simply do a research. Hard work I guess?
Ok, everyone thinks and says it’s hard. But in reality, it feels hard only in the mind if you don’t know how to do it.
Contrary to active and organized research, you could be writing about the topics that appeals to only you and not your readers. Below are the two best ways to research your blog post topics before you even write the first word.
Action Step #2: Do Some Keyword Research:
The essence of keyword research in writing high conversion lead generation blog posts is to center your writing about topics that your target customers are actually searching for.
Obviously, when people have a problem they tend to go into active search for a solution. This is what i often do. What about you?
At other points, their search could be about how to accomplish a specific goal. Example include search terms like these ones ‘how to generation sales from business blogging’, ‘ideas for business blog posts’, ‘HR consulting service fees’ and many more others.
There are many keyword research tools in the market. Some are free while some comes with monthly user fees starting at $19. Check out Ahrefs, Semrush and Long Tail Pro.
However, you can use Google keyword planner which is 100% free. Choose 3 – 10 keywords that describe your services. Sign up for 14 day free trial of Ahrefs.
Enter them one after another. Select country and click search.
This will show you the search volume for the keywords you search as well as related keywords and other SEO metrics. Select the keywords that best describes your services and possible purchase intent.
Tip: Identify and choose the keywords with low SEO competition.
Action Step #3: Find Relevant Questions
This is the second research option is choosing attracting topics for your lead generation blog posts. Pain points, goals and aspirations leads a lot of people ask questions within online communities like forums and Q/A sites.
Aligning your contents around questions that ideal customers are currently asking gives you opportunity to attract them to your blog. Everyone needs answers to their questions.
Quora is the best and most active questions and answer site on the internet for now. Probably, you are a current user, but you don’t use it for blog writing research. Now you have a reason to think different.
Go to Quora.com and type in the words or phrases that describes your services.
Observe the questions related to your services as well as the answers. Copy the most relevant questions and keep in a file. Except this one, you search for the discussion forums in your niche or go to Reddit and do the same thing.
Action Step #4: Write Attention Grabbing Headlines
The truth is that everyone is busy, just like you. And we live in a distraction filled world with amazingly short attention spans.
So in other to get your ideal customers’ attention, you have to address the things that matters to them right now, not yesterday, last month or year.
Think about their pain points, fears, hopes, aspirations and current goals.
Here is one great benefit of using targeted keywords in your business blogging strategy. It helps to attract prospects exactly the time they are searching for your services or related solution to their current problems.
If you continually fail the attention grabbing headline test, your business blogging ROI will continue to fall below average or remain at flat zero point.
According to Brian Clark of Copyblogger, only 2 out of every 10 persons that read your headline will stick to the end.
To convert blog readers into paying clients, here is what you can do with your headline. Speak your customer’s language – use the words and phrases they use. Address their pain points.
Example – Why Your Lead Generation Pipeline Will Remain Empty Tomorrow.
Use a promise of desirable outcome – How To Grow Your Blog Traffic By 60% In 30 Days or How To Write Blog Posts That Generate Leads. And then answer their questions.
Action Step #5: Tell An Interesting Story
According to Paul Zak, Director of Neuroeconomics at Claremont University,
‘Stories alter brain chemistry and make us more open to ideas contrary to our own’.
Especially when told in relevant context with imagery, stories move us into the pleasure, seeking curious mode of ‘what happened next’?
To go beyond assumptions on how stories sell, Buffer did a test and found 296% difference between a blog post that started with a story vs starting without a story.
Just think about the most powerful story lines that impacted your brain in recent times. Pick some perspectives from there.
Let it have a beginning – difficult situation. Middle – the process. And then an end which should be triumphant experience accompanied by desirable outcome. Make it sell.
Action Step #6: Do Some On Page SEO
Search engine optimization is simply a process of making the contents of your web pages eligible for inclusion and higher ranking in search engine result pages.
Assuming I do a search in Google for the term ‘consulting lead generation strategies’, if the contents on your website related to this search query are optimized, then they will be visible based on ranking positions.
To get the best results from it, there are so many processes involved.
Basically the first way to look at it is about on page and off page optimization. On page SEO refer to those specific optimization tasks you can undertake within your website or pages to optimize for them for higher ranking.
Off page SEO refers to those things that could be done outside your website domain. Thus, if you want to convert blog readers into customer, then growing your organic search traffic is very important.
This is part of the tasks or objectives that need to be taken care of at the point of writing your business blog posts.
And here is the essence of keyword research in choosing what to write about in the first place.
It helps to attract people who are interested and actively searching for what you have to sell. This is how you leverage purchase intent, context and immediacy in your business blogging strategy.
Here are the specific actions on how to optimize your blog posts for high value keywords.
- Use Search Terms In Your Blog Post Title: If you did the keyword research phase very well, you should have some keywords that your target customers are actually searching for. For example, I did a search for ‘business blog post writing service’ and below was what I found.
- Use The Same Keywords In The First Few Sentences: Just observe the use of the search term in the first, second or third sentences for these top ranking pages. This area is referred to as meta description of what a web page is all about.
- Use The Same Keywords In The Blog Post Body: If you are writing 2000 words blog post for instance, try to use your search terms at least five times within the body. Make sure it falls within relevant contexts.
Use Them In Your Sub Headings: This is another area that search engine bots crawl to determine what a post is about and the ranking eligibility. Break things down. Stop writing long, bland blocks of text.
4. Use Internal And External Linking: Once again, make sure it falls within relevant contexts. Link to high authority sites with pages related to what you are writing about. This one has double benefits for SEO and conversion.
To maximize the benefits, link to related pages within your website, link to dedicated lead generation landing pages as well as direct sales pages.
Need more insight on the benefits of keyword optimization in conversion focused business blogging, see this case study of 87% increase at Hubspot.
Action Step #7: Add Clear Call To Action
Whether you are aware of how and why or not, strategic calls to action makes a lot of difference between zero blogging ROI and high conversion blog posts.
So now you are learning how to write blog posts that generate leads, you also need clear call to action.
Contrary to adding this, what I see a lot of people do is to write what seems to be great content in their mind. And then assume that the readers will know what to do after reaching the end of their blog posts.
The other business blogging mistake that I see is using only generic newsletter opt-in forms.
While newsletter opt-in is good, it is not the only way to generate quality leads from your blog. You need to go beyond that. Ask yourself this question.
What immediate or measurable benefit will a typical reader get from joining your newsletter?
Interestingly, if your blog is currently generating good amount of traffic and you are still using newsletter sign up forms only, then you need to think and act different. Stop depending on that 100% for generating quality leads.
Notice now that we have moved from writing tasks only. Here are the specific actions you can take to start getting measurable business value from your blog beyond brand awareness and useless social media metrics.
Before we proceed, I want to say congratulations if you are already doing all of them.
- Integrate Content Upgrades: Content upgrades invite blog readers to give their contact details in exchange for an offer related to what they read. This is one of the best contextual lead generation and conversion tactic used by smart business bloggers.
A valuable content upgrade in this case could be strategy execution blueprint, detailed case study, invitation to webinar, tutorial video, exclusive discount, free trial offer, resourceful ebook etc.
Below is a real example. (add my own content upgrade).
- Below Post Lead Magnet: Why below post you may ask? The premise is that if someone spent 1 – 5 minutes reading your blog post from beginning to end, there is high probability that your post was found valuable.
In that context, your brand trust level will start to increase based on positive impressions. With that, you’ll have opportunity to convert a percentage of these readers into quality leads or paying customers.
In some sense, this is better than asking for ‘trust at first sight’ with paid advertising. Here also is the benefit of promoting your blog posts with paid advertising.
- Add Exit Intent Pop Ups: Probably, you hate pop ups very much. And this hate made you assume they don’t work. On the other hand, it could be that you don’t even know how to use it in your company blog.
But the fact remains that pop ups has become a common part of modern internet experience.
By combining page targeting and exit intent technology, you will have opportunity for higher conversion rate in your business blog.
Make the offer in your pop up to match user intent for visiting specific pages in your website. And then display it when the reader is about to leave your website. Practically, this is a difference maker.
See this lead generation case study on how it worked in high end niche market with services selling for $40k. Better to test and gain some insight, than to depend on assumptions.
These are specific actions you can take now you’ve learnt how to write blog posts that generate leads. Just like in many other life endeavors, doing the same thing you’ve always done will only get you the same results you’ve always had.
So in other words, having good knowledge, just like writing great content is not enough for a profitable business blogging Strategy.
In addition to all the things discussed above, you also need to make active, consistent commitment to proven blog post promotion strategies.
It makes no sense, if you write best contents and no one reads them.
Don’t just start with random topics and headlines. If you do that, you won’t be getting good click through rate both from search engines and social media.
Doing some keywords optimization will help attract people exactly the time they are searching for your services.
This is the way to set your business blogging strategy. You have to start with the end in mind.
You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.