Inside 100k Digital Marketing Budget

Just like me, you need constant inflow of new clients/customers every other day. And even right now. You have the capacity to serve and sell more. Unfortunately, if you focus only on the outcomes you want or things beyond your control, you continue to miss the mark.

Examples of variables outside your control – size of market demand for your product/services, target customers’ priorities, purchasing power, attention patterns etc.

People decide what they value and don’t value, as well as what they pay and don’t pay attention to.

So why 100k digital marketing budget? There are many business owners and consulting experts who have the potential to earn 10 – 100k per transaction. You know your niche market.

However, the real challenge isn’t whether or not there is demand for what you have to sell. I guess you see a proof of real demand almost on daily basis. From experience, I learnt the real challenge boils down to the following questions.

1. How many people are currently in need of your products/services, right now?

2. Among all of these people, how many of them can afford it within 1 – 30 days?

3. How will you reach, engage and convert them?

In practical terms, the way you answer these questions will always affect your sales volume in each passing day or month.

And that’s where digital marketing budget allocation comes in. NOTE: although there could be something like viable minimum in every unique market, you don’t need to have 100k before getting started.

Google Adwords: 25k

Yes, it doesn’t work for everyone, with every budget size in every niche market. but the fact remains that it really works for ‘only’ the people that do it well. With adwords, you’ll be attracting interested prospects exactly the time they are searching for your services.

Try to relate this with question #3. Compare this with posters and flyers. And then the traffic, leads and sales can start coming instantly within the duration of your campaign.

With 25k, you can spend $25 which will give you opportunity to get $100 free advert credit (coupon) on new adwords account.

Search Engine Optimization: 25k

When it comes to SEO, experienced bloggers doing adsense and professional digital marketers knows more than everyone else.

But when it comes to conversion focused business blogging, the story is different.

I had a chat recently with a flex banner printer, he told me they spent 170k on building their ‘beautiful website’. Asked how many visitors, leads and customer they get from it per day/month, and then his head went blank.

Now imagine the value of 1% (conservative) conversion rate from 100 – 1000 prospects searching for printing related services per month! Local SEO will help you attract people who are currently in need of your services and actively searching for them because they have money in hand to fulfill their need. Relate that to question #1, #2 and #3.

Spend 25k to create conversion focused content and build backlinks to increase ranking for high value buyer search terms.

Facebook Ads: 25k

In comparison to free posting on free business page on Facebook, the ratio of effectiveness is like 100:1. The things you post for free on your facebook page is never targeted at anyone.

Yes, you can get some ‘feel good’ engagement metrics but it often makes no difference. You need real sales, not vanity metrics.

Spend 5k to create pain point and value proposition based images. And then the rest of paid adverts targeting prospects based on their gender, age, location, industry, job title, interest, marital status and a whole lot of others. Make sure to start with 5k split testing to validate or invalidate some of your assumption around audience, copy, pricing etc.

Retargeting: 25k

Don’t assume that everyone in your target market is currently in need of your products/services and can afford it when you want (now).

But as for those who have shown interest, here is what you should do. Put multiple touch points in your strategy before the sales will start rolling in. That way you’ll be building up brand trust level needed to make great sales happen.

Learn to leverage on content> lead magnet> automation>. Understand that lead magnet is not about free ebook for learning only.

For example, real estate agency can compile a monthly updated list of available rental properties within some unique categories, location segments and price range.

So that prospects won’t have to move from one location to the other or browse page after page to find what they need – ‘now’.

Make sure to implement click to call button in your website to engage and attract people visiting from mobile smart phones.

With paid marketing, you don’t have to depend 100% on the reach and effectiveness of your personal efforts. We all know there is a limit to how many hour you can work in each passing day.

Now you can leverage of on technology, content and data to go beyond the limit of your current capabilities.

As noted earlier, insufficient digital marketing budget isn’t your only limitation. This means that you don’t need to have 100k exploring the demand in your target market.

Go take some actions today and learn something new, not from talks and mindless content consumption, but from your own execution experience. If nothing else, take this question away: how have you used your brain today?

Creative production tool or consumer storage device?
#Make Some Dots Connected. Today.

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.

5 Ways To Get Bigger ROI From Your Social Media Marketing Budget

Contrary to what your agency or manager might have told you, an increase in your social media marketing budget is not the only way to get more value from it. Sometimes a simple reallocation is all that is required to make the biggest desirable difference.

While this post is not just about social media marketing ROI alone, it shows five specific ways to get better outcomes from your invested time and money.

Now if you think it’s just about creating and haring great contents only, think again.

But just what are the core values that can be derived from your social media marketing strategy beyond the vanity metrics? Below we’ll look at some specific examples and how to get more from it.

  • Brand Awareness

Trust precedes all forms of successful purchases. This fact holds true whether you are selling online or offline. It matters even more in contexts where you are selling high ticket offers. So this is where brand awareness makes a lot of differences in purchase decisions.

There are two ways to look at brand awareness in the context of social media marketing.

First is looking at your existing customers and prospects who have engaged with your company online in one form or the other. How can you stay in front of them or induce recall in that moment when they are ready to make an immediate purchase?

The second perspective focuses on your qualified target prospects not currently aware of who you are, what you are selling or your unique value propositions.

How are you reaching, attracting and converting them? Note that some of these people could be on the final stage of the conversion funnel.

  • Lead Generation

If you still spend your social media marketing budget to drive useless traffic to your home page or blog post without lead generation system in place, then that is a wasteful dumb mistake.

According to Marketing Profs, 94% of B2B buyers conduct an online research before finalizing a purchase.

What happens when these almost-ready prospects land on your site and you have no means of converting them to a paying customer or a lead?

Thus, consistent lead generation is one of the key measurable outcomes you can get from using social media to promote your business. Obviously, it is not everyone (100% of your visitors) that will convert at the first visit.

Finding cost effective ways to keep in touch with them via email, social media, phone or office visits give you an edge in the final purchase decisions.

However, your lead generation systems will be dependent on your business type and revenue model. Example, for B2C ecommerce businesses the approach will always be different. These differences could be seen in terms of content types, lead magnet, promotion cost etc.

  • Sales Volume

Here is another basic performance metric understood by everybody. Unfortunately, when it comes to how much sales is being generated from social media marketing spend, a lot of brains go blank and dumb.

While social media marketing ROI attribution still pose a great challenge among thousands of business owners and marketing professionals, you can still leverage this channel to grow your traffic, lead generation and sales volume.

For ecommerce businesses with standard checkout systems, conversion tracking and ROI attribution is a little bit easier. But when it comes to B2B businesses, growing brand awareness trust level and loyalty will as well impact performance metrics like lead generation rate and sales volume.

In this instance, social media lead nurturing and sales attribution can be achieved through the set up a streamlined conversion funnel. This may include tracking offline touch points too.

The desire to get more value from your social media marketing budget puts you in one of these categories.

You are just starting out: At this stage, you just realized the importance of making a standard budget for your social media marketing strategy.

Inside your head right now, you understand the benefits of consistent social media posting. This data based infographic by Buffer provides more insights on social media posting frequency.

You are feeling demoralized: Truth be told, doing things that are not working repeatedly will deplete your mental resources required for clarity and sharp focus. Currently, if you are not able to determine your social media marketing ROI, then there is a problem.

Low ROI experience: This could mean you have tried something or currently trying some strategies, but the results you get out of it all are not proportionate to the invested time and money as expected.

Now you may be asking questions like, should it be more profitable to allocate subsequent budget to something else more profitable?

Remember, business is not always about concrete numbers only. However, if you have the ability to measure audience growth, brand engagement and targeted social media traffic volume, you’ll have something to win the ROI debate.

Five Steps To Getting More Value From Your Sociali Media Marketing Budget

  1. Pre-Selling With Blog Posts

Blog posts are one of the most shared types of contents on social media. On platforms like Pinterest and Instagram, sharing branded visuals of great blog post titles and links to your website increases traffic volume.

In one of the marketing conferences I attended last year, someone stated that products and services are bought and sold before the exchange of cash.

There I sat, wondering; how?

Isn’t marketing and selling supposed to be the exchange of goods and services for stipulated prices? Suddenly, the concept of value proposition popped out and aligned with what I knew before which reads like:

People don’t buy products and services. They buy solutions to their problems.

Bryan Harris of Videofruit.com has this case study of how they presold $10,000 of their product in 24 hours before even building it. Perhaps, beside the use of pre-selling as product launch strategy, it can also be used for existing businesses, products or services.

Now, if all you spend your time and money doing on social media is to push your products and services with contents that says ‘buy, buy, buy and buy’, here is how you can get more value by pre-selling with blog posts.

  • Start a business blog: Yes, you are not serious about business blogging. Maybe your blog content is outdated. And you may not be getting all that you can from social media marketing. Do a search for the benefits of consistent blogging.
  • Create pain point focused headlines: Show that you understand your target customer’s immediate pain points and challenges. All blog posts are not created equal. Sell me your value propositions.
  • Write storified case studies: There are numerous great reasons why stories sell. Don’t tell. Show me the use case with my own language and I will understand immediately. By doing this, you could put your fingers on the viral content marketing button unknown to your competitors.
  1. Integrate Lead Generation System

Knowing that majority (60 -95%) of the website visitors you spend money and time to get from social media will not convert on their first visit, what would you do to get more value from it?

One of the reasons why online marketing is very hard is this – most times it is content and copy vs your target audience. Obviously, your target audiences often have different career aspirations, immediate pain points, interests and varying budget sizes.

Because of these core differences, their buying cycle – the duration from first visit to actual purchase – also varies a lot.

Without a lead generation system integrated within your website, you’ll continue to get low or zero value from your social media marketing budget.  Getting targeted social media traffic is good. But what you get from that traffic volume is even more important. To get results in terms of lead generation, do the following:

  • Add content upgrade to your blog posts: This is a specific type of content added within a blog post with the sole aim of getting contact information from prospects. Check this 30 content upgrade ideas for growing lead generation.
  • Use page level targeted pop ups: I don’t know about you, but exit intent pops still work so well. Let’s say your ecommerce store has a category page for baby monitors. You can add mom targeted pop up that displays to only the people visiting that page.
  • Do some A/B testing: Both for lead generation and direct online sales, doing some tests will reveal the best content types, headlines, value propositions, audience segment, best time to post etc.
  1. Automate Your messaging frequency

It is very obvious. We all live in an intensely distraction filled world. Even our personal media consumption and engagement habits cause serious distractions with regard to the goals set in focus.

Because of these reasons, getting real business value from intensely distracted and fragmented audience attention is a real big challenge. And it gets even harder when our social media contents are all about us and our goals alone.

Without increased brand messaging frequency, a considerable percentage of your social media marketing budget spent on content creation will continue to be wasted.

Yes, I know you post your contents once or twice a day on social media. But I want to tell you that you have not pushed your limit enough. Understand here that the biggest room in the world is the room for improvement.

If you are a business owner or marketing manager just starting out, trying to increase your messaging frequency manually won’t get you the size of results you desire. The best solution here is to use social media automation tools.

Assuming you don’t know how to put these tools to work, you may consider hiring a social media marketing consultant or agency.

‘To get the maximum results you desire, you need to think beyond ‘See’ metrics like reach and frequency. And think about ‘Do’ metrics like sales and ROI.’

Owen Charlebois, Head of Marketing Insights, Google Canada.

  1. Start A Remarketing Campaign

Here is another way of leveraging multiple touch points to stay in front of your target audience when they ready to make purchases.

Thus, the ROI on your social media marketing budget can be maximized when you start putting retargeting campaign to work. Among other things, it helps to maximize the benefits of messaging and promotion frequency.

And this happens both for traffic coming from organic and paid social media promotion.

Retargeting is simply a repetitive process of showing your products, services, value proposition or content marketing pieces to an audience that had visited your website.

For example, if 1000 prospects visited your service packages and description page, you can use retargeting to show them repetitive messages based on the specific page they visited.

Interestingly, if you have been spending money on Facebook ads for instance, this retargeting strategy will help to get more value from your budget.

With tools like PerfectAudience, Retargeter, Adroll and Bizo , you can start to implement retargeting campaigns across social media platforms like Facebook, LinkedIn, Twitter and Youtube.

The key benefit is that bringing back a percentage of prospects that has shown interest in your offers will increase conversion in terms of lead generation or sales volume.

  1. Shopping Cart Recovery

For ecommerce and other business that have standard checkout systems, shopping cart abandonment is one feature of the whole business and marketing experience.

Based on 2016 Q2 remarketing report by SaleCycle, over 74% of all shopping carts across North America gets abandoned. That is, people responding to marketing messages, adding something to their cart and abandoning it at the last stage of checkout.

Shopping cart recovery is a remarking process of reaching out to people who abandon these carts to attract them for purchase completion.

Without being told, you’ll already know that people and businesses that implement shopping cart recovery after a social media campaign often record bigger ROI than those that do nothing.

And if you don’t know your shopping cart abandonment rate, the very first step is to determine what your rate is.

There are many different reasons why shopping cart abandonment happens in the first place. Peep Laja of ConversionXL will show more of these on his post ‘how to recover baskets of money’.

Here is a shopping cart recovery case study of 10% increase in ROI.

To get more value from this, you need to put the recovery process in place before starting to spend your social media marketing budget.

This may not be part of usual social media consulting services, but you can’t afford to be generating targeted traffic and wasting it through abandoned shopping cart on your website.

To get started on this you can use tools like CartStack, CartHook, CartRescuer, Rejoiner etc.

Conclusion

Probably, you might have been thinking that all that matters is social media engagement, brand awareness and website traffic volume.  Now, you know it’s worth it to push beyond that. And that’s the way to get more value from your social media marketing budget.

In other words, growing brand awareness and traffic volume from social media is good but not enough.

However, the social media marketing agency you are working with or intend to hire may not have the expertise to implement all of these. In that case you need to look outside your circle to find an affordable option.

Pre-selling with blog posts, business blogging, lead generation system, remarketing and shopping cart recovery, all these cannot yield any results if you don’t put them to test. And I’m sure you must have been missing one or more of these in your social media marketing strategies.

Just pick one or few of these, set aside some budget and swing into action.

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.

15 Best Local SEO Tools For Growing Offline Traffic

In terms of quality, all website traffic types are not equal. The following best local SEO tools will help to increase the quality and quantity of traffic flowing through your website and offline business location.

So you spent some money building out your website. Now you have a theoretical idea of the benefits in consistent business blogging. Hence, you also spend money and time on that. But you are yet to experience the real benefits of business blogging.

Probably you are one of the business owners who are yet to start generating quality leads and sales from their website every day, week or month. In your case, it could be that the volume and quality of leads aren’t good at all.

Maybe like many others, you don’t know to generate leads from business website.

Let me tell you one thing. You are not alone on this. From my researches and experience working for clients whose services can only be bought offline, the common problem is that majority of the people visiting their website are not within commutable location.

Here is the essence of local search engine optimization: to get prospects that are within your target location exactly the time they are searching for your services or related information.

First things first.

What Is Local SEO

This is organic search engine marketing strategy for making the contents of your website eligible for indexing, higher ranking and visibility among local prospects. For example, if I search the keywords ‘recruitment consultant Oakland California and your website appears in the search, it means the said website or specific page is well optimized.

However, if the majority of people searching for ‘recruitment consulting services’ and visiting your website from the search engine results pages (SERPs) are in another country or 500 miles distant location, you won’t get much value from that organic search traffic.

This is especially true for people who intend to visit an office location before paying for the services they need.

To underscore the benefits of local SEO, this study revealed that around 75% of local searches lead to offline visits. And some results in purchases within 24 hours.

Now let’s look at some of the best local SEO tools for growing offline traffic, quality leads and revenue. For better understand, I grouped them into categories and common use cases. From here you’ll see that it goes beyond local citation building services.

Local Keyword Research Tool

Keyword research is the very first thing you have to decide in your local SEO strategy. The question is, what search terms will you optimize in order to attract people in specific locations who are currently in need of your services?  I bet that not all competitors in your niche know about local keyword research and optimization.

For example, if you want to leverage consistent business blogging strategy to grow your offline traffic, you have to decide which search terms that will be used in creating contents for your blog.

Thus, the strategic use of well researched keywords determines the difference between profitable and wasteful business blogging.

Google.com – There are three ways to use Google for keyword research. First is for competitor research and second is auto suggested keywords. For competitor research, do a search for ‘country/city/county + your industry/niche/service keywords’.

Example: Auckland recruitment consultant or recruitment consultant Auckland. (add shot).

Follow the top ranking pages. And explore those pages to extract and build your list of local keywords. You’ll see some patterns within the top ranking pages for each local search term.

Try to use your country version of Google search for this (EG: Google.ca/Canada, Google.co.uk/UK etc).

For the other options, just make a small list of local keywords, type them one by one into Google and observe the other auto suggested keywords that people are searching for.

The third option is related keyword found other each search results page (SERP). See an example for the search term ‘recruitment consulting services Sydney’. (add shot from Google.ca).

UberSuggest – This tool give you an alphabetical list of keywords related to the one you search for. Visit their website, enter some local keywords, click search and watch them return a huge list for you. It is 100% free for now.

Ahrefs Keyword Explorer – In their suite of premium SEO tools, this one serve specifically for keyword research. Among other things, you’ll be enabled to explore local keyword search volume, traffic potential and top ranking sites based on the country you selected.

Ahrefs keyword research tool comes with 14 days free trial. (add shot). Ahrefs pricing starts at $79 per month.

Long Tail Pro – If you are looking for long tail buyer keywords, this is one of the best local SEO tools in the market for now. It helps users to uncover search terms with precise and obvious intent. Long Tail Pro is one the tools I use for my personal websites.

This one offers only 7 days free trial and starts at $25 per month.

SemRush – Semrush has obvious international appeal in its database. So if you work with clients from multiple countries like me, here is handy tool for easy keyword research. Like many others, they have free trial but SemRush pricing starts at $99 per month.

Local Citation Tool

Citations are clear mentions of business name and address across different online locations. In most cases, it doesn’t have to be real links leading clickers to your website. It could be naked unlinked urls, company brand name or anything.

The real benefit of local citation is that it is one among many local search ranking factors.

It grows brand awareness, drives local traffic in terms of linked pages and improves search engine ranking for local keyword; all at the same time.

But first, you have to put in the work or hire an SEO consultant to do it. Here are the major local citation tools to help along the line.

Bright Local Citation – To gain increased control of your offline foot traffic, these guys at Bright Local offers lots of services, from analysis to citation building and mobile rank tracking. The price starts at from $29 upwards to $79 depending on what you want.

With the tracking tools for instance, you’ll be able to uncover where your top ranking competitors are getting citations from.

WhiteSpark Local Citation – This is one of best citation building services for growing local search traffic. From competitor analysis to monitoring and verification, you get them all from WhiteSpark. Their local citation service price starts from free to $100 per month.

Moz Local – Moz will you get your business information listed or cited in four major aggregator websites. Currently serving US, Canada and UK, Moz local pricing is ranged between $9 – $21 per month. They also have integration with Google My Business

SynUp – Here is one of the best local SEO tools that provide free citation analysis. With this tool you get packages for single and multiple location businesses as well as agencies. Among other things, they provide constant monitoring, local SEO analytics and notifications.

Yext Citations – In addition to local citations, you’ll get access to a host of other search engine optimization related services.

Perhaps, if you are looking all in one platform for all of your local SEO needs, consider this one too. Yext pricing starts at $199 per year.  Go check it out.

Local Review Tools And Services

If you still have questions in your mind as to how and why online reviews influence purchase decisions, this research survey has so many stats and insightful points on that. The fact is that businesses with considerable review count can hardly be compared with one that has zero positive review.

This is the reason there are some entire websites dedicated to generating quality reviews as much as much as possible.

Another interesting thing is that constant monitoring gives you opportunity to respond as promptly as possible when bad reviews begin to pop out about your business, product or service.

Here are the best local review tools to move your business forward.

Review Trail – Build, monitor, analyze and manage reviews. Review Trails has some social media integration to help share your reviews while aiming to draw in more customers. You can start with a free trial to test out the features. When the trial period is over, you decide whether to pay the $10 per month fee.

Review Push – Want to push up the number of positive reviews within your target location, use Review Push. You can choose the $25 or $35 plan after the free 30 day trial period.

Get Five Stars – This is one of the best feature rich, local review tools I have seen recently. In addition to many common features of review services, they have SMS systems for requesting feedback from customers.

If you are running an agency, they also have special packages for that. Price is between $39 and $249.

Reputation.com – According to the contents on their website, you can boost, monitor and manage reviews across hundreds of websites at a time. Because of the seeming advanced features of this tool, the price starts around $400.

Schema Markup And Structured Data Testing Tools

These are snippets of website information that contributes to high search engine ranking and visibility. In practical terms, it has to do with search engine related compliance with conventional website design standards.

When your website begin to rank higher as result of schema and structured data optimization, your website will have multiple opportunities and links to attract even higher volume of targeted traffic.

Some of the information that can appear within search engine results in this regard include but not limited to reviews, events, company profile, site links etc.

To start making improvements on it, here are some of the best tools for that.  S

Structured Data Testing Tool – This tool provided by Google 100% free. Below is what the interface looks like. (add shot). Just add your website url and run structured data tests.

All In One Schema.org Rich Snippets – If your website is based on wordpress CMS, this is one of the tools you should consider. First is to run a test to see whether your site has errors or missing information. Taking proactive action in this regard will maximize your opportunities for higher ranking and targeted traffic.

Check out this blog post on the difference that this seemingly minor SEO strategy can make in terms of search engine results click through rate.

You can also get more insights from Schema.org

Conclusion

While these software tools and services can really extend your capabilities, none of them will work unless you put it to work. By putting it them to work, I mean subscribing to and ordering some of these services based on your current needs.

Thankfully, some of these important tools have free trial.

Local keyword research will help to determine the best search terms that will bring you the highest quality of leads that can visit your office within 24 hours to 30 days.

By leveraging on local citation building services, you’ll be growing brand awareness and improving search engine ranking for the most valuable buyer keywords in your niche; all at the same time. Think about what additional 1 – 5 closed deals could mean for your business in each passing month.

Then compare the value of estimated conversion with the cost of executing on what is required.

Note here that this is not exhaustive of the best local SEO tools in the market. But my selection is based on how popular these ones are and how long they been around.

One thing you have to consider is the location served by the platform or services you want to invest, as not all locations are served by these providers.

A simple free location SEO audit is all you need to identify the exact things required to be done in your own peculiar website. Done very well, you may just start growing the volume of inbound sales call coming to your business from high value local search terms. Remember, having good knowledge is half the battle.

Share your local search engine optimization experience and challenge in the comment section.

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.

How To Write High Conversion Blog Post

Generating leads through company blogging has been proven to work for many. This explains the growing interest in how to write blog posts quickly. But for many business owners and marketers, putting out more contents isn’t a 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

  1. 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 some vague assumptions about who their ideal reader is.

how to convert blog readers into customersThus, 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 or company blogging is that it actually grows brand awareness in some cases. Unfortunately, it ends there. But i am sure you want more than that.

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.

  1. 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.

sell solution not product

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.

  1. 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.

  1. 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.

  1. 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.

Business Blogging Strategy: How To Write Blog Posts That Generate Leads

  • 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 to ask questions within online communities like forums and Q/A sites. Moreover, you can use words like what, why and how to find other business blog topic ideas right within Google.

Just observe the middle of the page for related questions like the ones shown below.

content marketing examples

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.

company blogging strategy

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.

  1. 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.
  2. 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.
  3. 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.

  1. 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).

  1. 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.

  1. 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.

Conclusion

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.

How Your Staffing Agency Can Leverage Inbound Mobile Marketing

So you have tried some staffing agency marketing ideas. And now you still need some more. Not just more in the sense of quantity, but better strategies that delivers bigger ROI.

Whether you are the business owner, marketer or the business development lead in a staffing agency, everyone needs more leads.

Unfortunately for some people, generating more leads isn’t the real problem.

The real issue is low quality of leads being generated which doesn’t convert as much. According to Marketing Sherpa, 79% of marketing leads do not convert into sales. This could have something to with lead nurturing. In some people’s case, the numbers may be worse.

Maybe you still spend majority of your resources generating leads that are demographically qualified, but can’t afford to buy what you are selling.

Get this in your head now.

Selling to strangers is really hard. And it gets even harder if you are one of a thousand persons using the same old outbound marketing strategies. While they still work to some extent, nothing stops you from exploring the other side – inbound marketing.

Here in this post, we’ll explore how to leverage inbound mobile marketing to grow your staffing agency business.

Staffing Agency Marketing Ideas: The Inbound Fundamentals

These are strategies that influence potential customers to find what you are selling when they need it. It is a direct contradiction of reaching out to prospects that may be qualified but not interested or capable of buying when you reach them. This is called hard selling.

inbound mobile marketingInbound mobile marketing strategy on the other hand leverages on technology, content and data to attract qualified prospects exactly the time they are actively searching for your recruitment services.

Google search advertising is just one option. Let’s look at how to use it in the mobile spectrum.

Why Google Search Ads, you want to ask? Maybe you’ve tried and it proved really expensive and hard to break even.

Well, it’s all about the modern behavior of actively searching for what we need, where to get it, price and delivery process information. I bet you are an active user of Google search engine.

And as to why I choose mobile, one of Google’s micro moment reports revealed that 72% of local searches on mobile devices leads to a visit of business location within 24 hours.

In Facebooks Q1 2017 report, mobile contributed to 85% of their overall Ad revenue. So it’s not just about search.

A whole lot of people, from different demographic segments cannot leave home these days without their mobile phone. In fact, a big number of persons check their mobile phones up to 150 times per day. Yes, it really isn’t everybody, but the numbers are interesting.

There is no restriction on things that people can and do search actively on their smartphone.

The screen shot below shows the keywords related to recruitment and staffing that people are searching for in different locations.

A further research into country versions of Google search engine reveals the same pattern.

Sample search engine domains include Google.cok.uk, Google.ca, Google.de and many others. Just open one of these domains now and type ‘staffing agency fees’.

The shot below shows the search terms related to this keywords within Google.co.uk, the UK version.

staffing agency marketing strategies

Staffing Agency Marketing Ideas:The Google Adwords Option

The biggest benefit of Google adwords advertising is that it attracts qualified prospects exactly the time they are actively searching for what you are selling.

For instance, some people may have immediate need to fill a vacancy. And when they hit the search engines, they are looking for recruiters with valuable experience in the industry, niche and role they want to hire for.

Meet them at the perfect point of need and you will win the deal.

The other important thing to note is that a lot of transactions that end up offline or on desktop actually starts from mobile devices.

Just like you, a whole lot of people use their smartphones in different research and purchase contexts – while commuting, waiting for a meal, traveling, having rest on the bed.

Unfortunately, using interruptive advertising in these personal moments often annoys a lot of people and lowers conversion rate. But then it still works.

Inbound mobile marketing strategy gives you an edge to again a share of their attention and interest.

Combine that with active content marketing and you could be winning the highest volume of billings in your niche. Ignore these micro moments and you will continue to miss out on the revenue opportunities.

Now let’s look at the exact ways of putting things to work in your business or company.

  1. Google Adwords Mobile Advertising

Remember that this is all about paid search advertisements. In this case, prospects cannot see your advert unless they are actively searching for keywords you have set in your adwords campaign.

Hence, your marketing budget won’t be wasted on low quality leads.

Create a campaign and target mobile device users only. In general terms, it includes smartphones and tablet devices.

The key benefit of inbound mobile targeting in this regard is this. If you have click to call buttons or highly visible phone number in your landing page, when prospects visits from mobile phones, the probability of getting quality phone calls is usually higher.

And according to some stats I have seen, phone calls often converts better than leads generated from web form submissions.

With an adwords expert consultant or full time staff running your campaigns, you should have some call tracking systems set up to measure the outcome of your marketing spend.

This is one area I see many offline business owners making mistakes – no click to call button, no visible phone number and no call tracking.

Now imagine the absence of click to call button, phone numbers and call tracking in your staffing agency website that generates a good volume of mobile search traffic.

The first question I should even ask is whether your website is mobile responsive?

  1. Google Adwords Call Extension

This is one of the paid search advertising features that help to generate phone calls directly from your ads. Google let’s you add phone number to your ads and then decide how you want it to be displayed.

Standard ad shows phone number to call when the searcher views your advert from a desktop device. But in case of mobile search engine viewers, it shows click to call button like the one below.

inbound marketing vs cold calling

In either case, your ad viewers decide whether to call directly or visit your specified landing page. Practically, you will be paying to get real phone calls from people searching for staffing agency services in your target location.

Hence, calls that last for specified duration are accounted as conversion.

From the outside it looks like everyone who is using Google adwords also uses call extension. But when I had the first interaction with Jake, a recruitment consultant in Colorado, his question was like – what exactly is call extension?

The first adwords consultant he hired wasn’t using it at all.

With call tracking solutions like Call Rail, you will be able to identify which ad campaign, ad groups, keywords or even location brought in the highest volume of quality phone calls. Moreover, these phone calls can be recorded.

You can as well combine call extension with others like site links and location.

  1. Google Adwords Call Only Ads

Remember that it’s about leveraging the mobile search engine traffic which is exploding across many industry verticals and locations. Mobile internet penetration in so many countries now inches close to 100%. And that may just include your own country.

Probably, you are reading this piece of blog post with a mobile device.

In high ticket niche verticals, people need human to human communication before making a complete purchase. I don’t know how much you charge per placement, but I’m sure it’s definitely worth some good amount of money.

Following up on web form generated leads takes some time and integrated nurturing strategies.

Thus, between your time of adding a new lead and your first follow up messages a lot of things happen.

People get busy, ill, distracted or lose interest entirely.

With Google adwords call only ads, there is no follow up loop between the first point of contact and your first sales message. In other words, you start selling to prospects directly on the phone without waiting for days or months to spend money and time on lead nurturing.

Remember, these are people that came calling because they had interest and voluntarily called your sales line in order to fulfill their need, solve problems or accomplish a goal.

Compare this inbound marketing vs outbound cold calls.

Google adwords call only ads delivers nothing but phone calls.

No visiting of a landing page. No filling of web forms, signing up for a webinar or downloading white paper. When they search for keywords set in your adwords advertisement they see brief description and click to call button just like the one below.

Now let me ask, how much sales and revenue could you get if 100 phone calls are delivered from people searching for staffing agency services in your target location? Just assume 1 – 3% conversion rate.

This post on how to leverage call only ads will expand your insight more on that.

Google Adwords Split Testing

Within your inbound mobile marketing strategy, some split testing will be required to experience the biggest return on marketing spend.

Without such planned tests, you can hardly discover your company’s potential for that consistent growth you’ve been dreaming of.

In other words, constant testing will put you and your business in the right path. With the data and insight derived, you will begin to see possibilities above assumptions that most of your competitors depend on.

At a digital marketing conference, I saw this quote below for the first time.

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

John Wanamaker

Interestingly, since 1922 when that statement was made, it still holds true till today for a whole lot of business people. Especially in most offline marketing channels, measuring effectiveness and outcomes is practically impossible for many.

Constant testing helps to identify what is working and what is wasting your money.

Just in case you don’t know what it is, split testing is simply a process of creating two or more distinct variables within a marketing campaign in order to discover the best combined strategies. Note that this can be done in many other online advertising channels different from google adwords.

So if you want to increase staffing agency customer acquisition rate and revenue, here are some of the core variables you can begin to test.

  • Ad format – use different ad formats available for mobile
  • Ad extensions – test combination of different ad extensions
  • Campaign – create and test different campaigns
  • Location – different locations in your ad
  • Keyword – create different keyword categories (Example: location keywords vs others
  • Ad copy – use your ad copy to test different value propositions
  • Lading page – test different landing pages simultaneously
  • Service offer – you have different service offer, test them at a time
  • Customer segment – your target customers have unique needs
  • Call to action text – still on marketing psychology, don’t assume everyone is the same

Beside these ones, there are many other influential variables that can be tested in your Google adwords mobile advertising campaign.

See this google adwords case study of how a simple zip code targeting made 184% difference in ROI.

Conclusion

Now it is very obvious that mobile is a hot channel worth exploring. If you need real phone calls, go mobile.

Don’t depend on the same ‘marketing best practices’ that everyone in your niche is doing. Today’s best practices often become obsolete very fast.

Another thing worth reiterating is that a growing number of purchases that end up offline originate from mobile devices.

So if you continue to assume like everyone else that mobile is too tiny a screen to convert high value customers, you’ll continue to miss out on the competitive advantages.

I say all of these because many of the online marketing strategies discussed here are not so obvious to everyone in your niche market and location right now. If that is the case, everyone will be doing them.

Just do a search with your phone for the keywords that describes your staffing services. And then you will confirm these points. Think of how many competitors in your own niche and operating location.

With strategic mobile search marketing, you’ll be leveraging on purchase intent, context and immediacy; all at the same time.

Remember, good information is half the battle. You can never experience the benefits unless you start putting these staffing agency marketing ideas to work in your own business.

Share in the comment section what you are doing to push your staffing agency marketing ideas forward.

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.