You need sales.
Sales happen when you have a steady river of leads making their way into your sales process. Content marketers rely on their blog to attract readers and efficiently turn those readers into leads.
But what happens when your blog fails to get the job done? What should you do?
We’ll discuss three reasons why your blog may be underperforming along with a few recommendations to put you on the right track.
Before we continue, understand that our recommendations are meant for businesses using blogging as a lead generation tool. These tactics will work for a personal blog but business bloggers will find them the most relevant.
Reason #1: You Aren’t Solving An Expensive Problem
A business blog is meant to attract leads. A blog attracts leads by promising to solve an expensive problem. The key phrase is “expensive problem.” An expensive problem has a tangible emotional, financial, or organizational cost that the reader can understand. Your reader becomes an engaged when they see you accurately describe their problem and its cost.
One mistake we see when creating editorial calendars for clients is writing “solution” posts when the business hasn’t shown they understand the problem. This mistake leads to writing posts that feel like ads versus useful information.
Take a moment to identify the top 10 problems the reader is trying to solve. Next describe the cost of not solving the problem. Use our Top 10 Problem Template to get started.
Reason #2: You Haven’t Created a Valuable Solution
Now flip the situation and evaluate your product solution. Does your product directly answer the problem? Does your solution solve the problem in a simple way? Does your solution offer more than it costs?
The most common mistake is writing posts that describe solutions that are too hard, too expensive, or too abstract to implement. You can’t generate quality leads from a blog if readers are confused about what they will get if they contact you.
One more point, your solution has to be credible. One of the hardest things to understand is that there are range of solutions for any given problem. Your solution represents one of those solutions. You build credibility by honestly providing multiple solutions for the same problem. Don’t worry. Your reader will know which solution is yours. But they will respect you more if they see that you can honestly present alternatives (Thing Progressive Insurance).
Reason #3: You Haven’t Eliminated Friction
How does a reader become a lead? Do they need to answer a 10 field questionnaire? Do they need to call someone or set-up a meeting? Each requirement introduces friction into the lead generation process. Friction lowers lead conversions.
Review your blog’s lead generation process. Can a person get what they need within a few clicks?
The Wrong Way to Qualify Leads
We often hear business owners insist that they need to “qualify” their leads by adding fields to their their lead generation forms. The thought is that serious leads will take the time to fill out each form. This is wrong. Two things are more likely to happen: 1) prospects ignore the form or 2) prospects give fake info (most of the time it’s a fake phone number). Both situations leave you with garbage lead data or worse – nothing at all.
We recommend qualifying leads after the first contact not as a condition for first contact. This means, put a process into place that contacts and evaluates the lead after they have submitted their information. The evaluation process can include lead scoring behavior and/or following-up with a phone call for an assessment or demo.
Solving the Multiple Opt-In Form Dilemma
As a general rule, we hate opt-in forms. They are clunky, generic, and almost always the weak link in the lead generation process. We try to eliminate them whenever possible. You will need at least one opt-in form but asking the same reader to complete a form every time they want to receive a bonus is losing strategy.
We’ve tackled the multiple sign-up problem a few ways:
Self-populating forms: These forms work by placing a cookie on the reader’s PC that contains their contact information during their first opt-in. The form searches for this cookie on subsequent visits and enters the information in the form for them. The reader just verifies the info and clicks submit.
At the moment, we’ve only been able to do this with CRM systems like Infusionsoft and Hubspot.
Mini-Membership: The best solution is to create a password protected area that the reader can use to download all of your bonuses. We use this approach on Pushing Social. Registering gets you complete access to all of our tools. The results have been impressive and worth the time of setting up the password protection system.
This Will Help
Go ahead and register here to get the bonus tools we’ve created for this article. It’s free and you’ll get my latest book “How to Start Your Business Blog The Right Way.” We’ll be adding more tools and training on this topic in the future, so register to get access to them without needing to fill out multiple forms.