When it comes to staffing agency lead generation strategies, many people still depend 100% on old parochial approach. Consequently, they operate blindly unaware of other marketing opportunities that exist beyond their current practices.
By parochial approach I am referring to an attitude of using the sample old strategies every other day, week, month or year without improvement.
While it is easy for everyone to have desire for improved marketing and business processes, not everyone knows how to go about it.
In the context of recruitment lead generation, not everyone knows the difference between business blog posts vs landing pages. Obviously, understanding all the iota details in online marketing for instance; shouldn’t be headache for everyone.
If you are the CEO of an agency for instance, marketing shouldn’t be ‘your thing’.
Granted you have your own over filled schedule. But if your lead generation pipeline isn’t working as much as you desire, then that should be your head ache.
Probably, you already have a consulting agency website. But unfortunately, there is no active business blog integrated inside from day one.
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I know you have been operating well and getting clients without a business blog.
However, this also implies that you may not as well be able to tell the difference between blog posts vs landing pages. Irrespective of this, you have this strong desire to improve your staffing agency lead generation strategies.
On the other hand, you may have the approach of delivering or hiring someone to deliver Google adwords traffic to your home page only.
While the low conversion outcome that comes from such Google adwords advertising strategy doesn’t hurt, there is a sizable room for improvement.
Perhaps, understanding the difference between the two types of web pages will enable you to leverage either or both of them at the same time.
Blog Posts vs Landing Pages: The Difference
According to Hubspot, the inbound marketing platform solutions provider,
‘All landing pages are web pages (blog posts inclusive). But not all web pages are landing pages.’
What then is the difference you may ask? The differences are in the contents, design, context and function. Even though there could be some overlapping factors, these things are not practically the same.
Business Blog Posts
These are contents written on a web page usually the long form types that are meant to accomplish many different things.
Most times, blog posts exist on dynamic content management and publishing systems. CMS in this case can be used to publish web pages and contents without touching the underlying codes.
Let’s look at the core functions that make blog posts different.
As noted in the definition above, it is usually more of written texts. That is to say, majority of blog post contents are texts. However, quality blog posts often contain images, videos and GIFs at the same time.
But a bigger emphasis is always on the written text – headline, sub heading and body content.
This is the core of the difference. In most business contexts, the functions of blog posts are practically different.
Among other things, they are used for promoting expertise, products, building trust, growing brand awareness, generating search engine traffic, quality leads and sales.
If you don’t know how to accomplish all of these in a single blog post, then you really may need to learn more or hire a business blogging expert to help.
See this guide on conversion focused business blogging. (see sample post below/add shot).
So for those who are interested in how to generate leads without cold calling, starting an active business blog is one good option.
This is one of the proven ways to improve staffing agency lead generation strategies. In other words merely having a website won’t get the opportunities to increase your monthly billing.
The position of blog posts vs landing pages within a website are not the same. Based on prevailing web design principles, most blog posts exist within a website beside other contents.
That is, in a typical website, both other contents on the site, navigation links and blog posts exist visibly side by side. See what I mean below. (add shot).
So it is left for website visitors to decide what to read depending on the intent with which they came to your site.
Dedicated Landing Pages
Now we know that not all web pages are landing pages, what are they?
These are special pages created for a unique segment of your website traffic or target audience. Unlike blog posts, most landing pages are dynamic in nature with one or few form fields.
Let’s look at the core things that define landing pages in the context of staffing agency lead generation.
- Landing Page Contents
Though there is nothing that stops one from using long form landing pages like blog posts.
However, too many studies have proven that short, laser focused landing page often converts better. In addition to being short, it makes use of images and videos as well to induce conversions.
A form field that requires the user input is one key part of every high conversion landing page.
So in practical terms, fewer form fields convert better. Again, nothing stops you from packing too many form fields into your landing page.
This Trulia landing page is just a perfect example.
While it is possible to add opt-in forms within blob posts as part of your staffing agency lead generation strategy, most people don’t even do this at all. Note that it goes beyond adding generic newsletter lead magnet below your blog or on the side bar.
See this post on how content upgrades work.
- Landing Page Function
Unlike blog posts, most high conversion landing pages often have a single goal, not multiple.
The premise is that multiple offers or call to action on a page puts people in a state of indecision. But when the entire, few contents are aligned with single intent of the visitor, conversion rate goes higher.
In the context of Google adwords advertising for instance, dedicated landing pages are used to generate service quotes, recruitment leads, build email lists, increase inbound sales call, deliver an ebook, white paper, video or case studies.
In comparison, dedicated landing pages often convert more than home page. However, you have to test both in order to find out what works in your niche and business.
In terms of landing page use cases, premium product developers like Thrive Themes, Unbounce and LeadPages have lots of landing page templates for any purpose you can think of.
How To Combine Blog Post And Landing Page
In some sense, parochial approach could also mean that you are using one of these lead generation strategies and ignoring the other.
A practical example will be running Google adwords campaign and ignoring the benefits of starting a business blog 100%.
I say this because my research across different countries shows that many recruitment agencies that use Google adwords advertising do not have a blog at all.
In such cases it is either they are driving all traffic to home page, dedicated landing pages or both.
Even though the current conversions could be very impressive, your website’s potential for generating organic search engine traffic, leads and revenue from blog posts will remain untapped.
Below are some specific actions you can take to experience the benefits of using the two at a time.
#1: More Leads From Blog Post
Depending on your content strategy, quality posts within your business blog should be supporting landing pages too.
The key thing is to use contextually relevant internal links to deliver traffic to your dedicated lead generation landing pages. (find and add example)
Note that am referring to simple text links only.
So make moderate use of selected keywords when linking. If you have a landing page about ‘how to hire passive candidates’, your blog posts about the same topic should be linking to it. Do this once or few times depending on the length of posts.
However, this can only work if you have a blog and some landing pages. Without these things, you’ll continue to miss out on the marketing benefits.
#2: Lead Generation Content Upgrades
These are special lead magnets integrated within a long form blog post for the purpose of generating leads or building an email list.
They are usually embedded within the context of your blog post topic. Instead of leading directly to a landing page, what most people use is light box pop ups.
When you click the link on embedded content upgrade with a blog post, it opens an opt-in form or link to a landing page.
Check this content upgrade case study of 540% by Brian Dean of Backlinko. Below is also an example of content upgrade. (add shot).
#3: Combining Both
For those who are yet to start generating leads from their basic website, it’s easy to sit where they are now and conclude that these things doesn’t work. Bear in mind that a lack of awareness of how landing pages and business blogs work doesn’t mean that the possibilities are not there.
Without a deep research, it’s not that hard to find recruitment agencies that are not using both an active business blog and dedicated landing pages.
Interestingly, some among these staffing consultants still use Google adwords to drive traffic to their home and other pages.
The benefits of combining the two apply to both potential candidates and clients visiting your website. This is one of the best ways to improve your staffing agency lead generation strategy.
Thus, in order to maximize marketing ROI, you should also consider making use of the two at the same time.
From my own experience with other consulting businesses as a digital marketer, the cost can never be equal to the benefits.
While dedicated landing pages offers the benefits of A/B testing, a considerable blog posting frequency will help in consistent growth of organic, free search engine traffic.
Now you know the different between business blog posts vs landing pages. Only you can tell whether you are actually making use of these effective online marketing tools in your recruitment business.
Even if you are currently using the two, it’s only the results you get from them that can prove how well they are working for you.
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With a considerable Google adwords advertising budget, you can as well use same to start driving quality traffic to your lead generation landing pages and blog posts.
A simple research in your niche market within Google will reveal the extent to which your competitors are using these staffing agency lead generation strategies.
Share your experience and challenges in the comment section. Which one among the two is working for you now and why are you not using the other?
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.