Your blog needs to pay its way. Every month, your blog should deliver qualified leads to your business. Otherwise, your blog is just a very expensive diary.
Last week I had the honor of speaking at Social Media Marketing World about this topic. I took a group of savvy marketing professionals through a step-by-step blog lead generation system. I’ll outline the points for you here.
Social Media Examiner offers a virtual ticket that includes all of the presentations from Social Media Marketing World. So if you didn’t get a chance to attend the conference, you could get the Virtual Ticket to listen to the presentation Click here to learn more.
Step #1: Create a Profile of Your “Perfect Quality Prospect.”
Be specific. What is their role? What are their goals? What is preventing your prospect from achieving their goals? What are they afraid of? Your answers will create a roadmap for creating blog posts that grab your prospect’s attention.
Step #2: Assemble Your Lead Generation Toolkit
Compile the elements needed to convince your reader to raise their hands and request more information about your services. Your toolkit should include:
- A description of services
- Reasons why your product is a good match
- Specific use cases that demonstrate how other customers are effectively using your product
- Testimonials, Awards and associations that prove your expertise and experience.
- A specific benefit-focused explanation of the investment required to purchase your product
- Simple ways to take the next step and contact your team.
Step #3: Create Your Lead Generation Process
The Lead Generation Process is a systematic sequence that entices your reader to join your email list and follows up with an irresistible offer that turns them into a customer. At minimum, your lead generation process will need:
- A relevant Call To Action (CTA) prominently placed on your blog. Use tools like the WordPress JetPack plugin to show CTAs based on the blog post’s category, author, or tag.
- A long-term email campaign that automatically sends high-value information to new prospects. You should have at least 26 messages (2x a month) ready to send to the new email subscribers over the course of a year. These emails keep you top of mind and earn you the opportunity to present an offer.
- An irresistible offer that your prospect can’t ignore. The folks at SBI calls it “The Godfather Offer”. The best Godfather Offers are specific, urgent, and unique.
How to Get Started
You can set-up and maintain your blog’s lead generation system in just three hours a week. The majority of your time will be spent creating blog posts and high-value emails for your prospects.
I recommend setting aside 2 hours for creating one blog post and one email. Add another hour to create and set-up call to action offers.
Laura Click, my co-host on The Marketing Huddle interviewed me on this topic in a bonus Unplugged episode. You can listen to it here.