Think of conversion-optimized content and you’ll probably picture your website’s homepage and service-focused landing pages.
While these are the pages that most business owners think of as generating conversions, there are often resources on your website that you can use to turn readers into prospects and convert their attention into real, actionable business leads.
We’re talking about your company’s blog, of course — a highly valuable marketing tool that, for the most part, isn’t used to its full potential.
If you run a B2B business, your blog can be an incredibly valuable marketing tool. Below, we’ve shared some of our favorite ways to convert your blog from a purely informational resource into a highly effective tool for generating leads and driving revenue for your business.
Treat Each Blog Post As A Warm-up For An Informational Resource
People read your blog for several reasons, the most common of which is that they want to learn from you. If you operate a B2B business, this creates a great opportunity to convert readers that seek new information into prospects that can become loyal customers.
One of the easiest ways to do this is through a technique known as a content upgrade.
Content upgrades are long-form guides that stem from a topic you discuss on your blog. Instead of being freely available like blog content, content upgrades are only available to download once a reader opts in to your email list.
In short, they’re tools designed specifically to turn your passive blog readers into real prospects.
The most effective content upgrades exist to answer common questions related to your product or service. For the best results, your content upgrade should be related to the content you write about on your blog.
For example, if you run a trade show exhibition business and write about designing exhibits on your blog, your content upgrade could be an eBook on “How to Design and Operate Your First Trade Show Exhibit.”
This type of content upgrade works so effectively because it touches on a need of your target audience. After all, people reading about trade show exhibiting tips are very likely to have an interest in learning how to design a trade show exhibit.
Each and every person that opts in for your content upgrade is a potential customer. With an effective email and phone-based follow-up routine, you’ll be surprised by how many content upgrade subscribers you can turn into real clients and customers.
Need help thinking of content upgrade ideas? Check online for great content upgrade ideas that you can use to grow your email list and generate new marketing prospects with every blog post you publish.
Add A Live Chat To Your Blog
This is a simple idea that, if done right, can be highly effective at generating leads for your B2B business.
The vast majority of people that come to your blog leave the same way — by closing the tab or window in which they’ve opened your content, and moving on to another task. By adding live chat to your blog, you can extend their interest and turn numerous readers into prospects.
Live chat works best for highly focused, specific blogs that cover a topic in incredible detail. This can mean a focused B2B marketing blog, a blog that covers specific legal problems, or a health and medicine blog that deals with a specific type of medicine.
Since most people that read your blog will have at least some interest in its subject matter, live chat can help you convert passive readers into active prospects — prospects that can often turn into highly valuable sales leads and customers.
Just like with the content upgrade strategy, the key to live chat is that it takes interaction from a passive activity (reading content) and turns it into an active one, letting you establish a working connection with each reader and develop a client or customer relationship.
Is your blog an effective marketing asset?
Many businesses blog simply because they think it’s worth doing. The end result is often a blog that’s packed with content but lacking in focus, making it far less valuable as a marketing asset than a smaller, more specialized blog.
Is your blog an effective marketing asset? Our Los Angeles SEO company specializes in using content to generate leads, inquiries and sales. If you’re interested in developing your site into a source of sales and revenue, our experienced team is always available to help.