Lead Generation Engine

Transforming Your Blog Into a Lead Generation Engine

Blogging ROCKS! It not only enables your brand to provide useful guidance to your audience, but it also can act as a serious traffic-driver and lead generation engine for your business.

When executed the right way, blogging gets results. According to HubSpot:

  • 53% of marketers say blog content creation is their top inbound marketing priority.
  • Marketers who have prioritized blogging are 13X more likely to enjoy positive ROI.
  • B2B marketers using blogs generate 67% more leads than those that do not blog.

In addition, according to Content Marketing Institute & MarketingProfs, blogs are the second most effective format for content distribution in achieving established goals.

Read on to uncover 23 useful techniques for transforming your blog into a high-revving lead generation engine.

Test Blog Headlines

According to Copyblogger, only 20% of blog visitors click through the headlines to read the actual posts. If 80% of the visitors to your blog are not clicking through on your blog headlines, this is obviously a lost lead-generation opportunity for your company.

To correct this and drive more click-throughs, take the time to craft highly compelling post headlines. Try brainstorming at least 10-25 different variations before you settle on what you feel is the best headline. You can even test different headlines using software such as KingSumo, which analyzes the performance of each headline variant and then displays the best performing headline over time.

Write About the Challenges Facing Your Clients

Facing Lead Generation Challenges

One of the best ways to generate leads through your blog is to write specifically about the very things that keep your prospective clients up at night.

  • What are their most frustrating challenges?
  • What advice can you provide them to help them overcome their problems?
  • How can you deliver as much value as possible?

Map each post to one of your audience personas, and think through their state of mind and psychology as they arrive at your blog post. What specifically made them click? What are they expecting to gain by reading the post? Then go ahead and thrill them in empowering them to solve one of their most frustrating problems.

Use IP Detection

Getting traffic to your blog is good. Knowing the specific companies on your site and the specific navigational paths for those visitors is great. That’s what IP Detection can do for you.

Once you know the companies that are on your website and you see the specific pages and time-on-page for each visit, you are armed with invaluable information to reach out to relevant titles at the company to offer additional value on such topics. Real-time alerts based on defined behaviors make IP detection even more useful. IP detection software packages include Lead Forensics, VisitMatch, and WhoIsVisiting. More robust all-in-one solutions such as HubSpot, Act-On, and SharpSpring can also identify specific individuals.

Offer the First Step

When you’re on a SaaS site, you’re often given the opportunity to sign up for a free trial. Similarly, it’s often effective to offer the first step to a process right from your blog. For example, I offer a complimentary download of the first chapter of my book, Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth, in my book microsite. We even have the same offer as a value-add in certain blog posts here in the Stratabeat blog (see below).

Rethink Your Marketing

Offer Related Content

If someone is taking the time to read your blog content, this indicates that they are interested in learning about a specific topic. It’s with this in mind that you should offer them related posts or other content with a single click so that they can dive deeper into the topic and get more value out of your blog. To that end, offer options for related posts or other types of content in each post you publish. The more hooked they become on your content, the greater the likelihood that they become a lead.

Offer Deeper Content

If someone reads a blog post, they are clearly interested in the topic. You can deepen engagement by offering a deeper-dive into the topic through an opt-in form. For example, this might be as simple as a whitepaper or checklist, or something more involved like a video series or online course.

Include a Behavior-Based CTA Mechanism

Behaviorally-Based CTA

If in the Stratabeat blog a first-time reader scrolls down towards to the bottom of the post, we display a pop-up asking the reader to opt in to our mailing list. It’s logical. If they are finding enough value to keep scrolling and scrolling down the page, then they would probably find value in our newsletter and other mailings.

In this way, behaviorally-based calls-to-action (CTA) can be very effective. When Stratabeat instituted the behaviorally-based popup in our blog, opt-ins increased by more than 4X.

Include a CTA Banner

Beyond behaviorally-based CTAs, you can also include static CTA banners. Stratabeat has been doing this for years in our blog, whether promoting our B2B marketing workshops, Rethink Your Marketing book, special offering, etc. Just as publishers often include advertising on the page, it makes sense to capitalize on the real estate on the page to drive additional results.

Include an Inline CTA Offer

Instead of a pop-up or outside of the main content on the page, another option is to include a CTA within the body copy itself. Hit them where their eyes are already focused. Use an inline form for even greater lead generation value.

Intensive B2B Marketing Workshops

Turn Links into Opt-in Offers

Similar to an inline CTA offer, you can turn any inline link into a lead generation opportunity. Using conversion optimization technology such as from OptinMonster or WisePops, configure a text link so that it triggers an opt-in form. According to OptinMonster, this technique has driven an increase in site conversion rates of up to 785%.

Implement Behavioral Analytics

When analyzing Google Analytics or other web analytics data for a post, you’re looking at high-level results for the page as a whole. To gain deeper, more valuable insights, use behavioral analytics. You’ll uncover not only where your site visitors are from and where they go in your site, but also what they do specifically within each page. Discover exactly where site visitors are spending the most time, moving their cursor, and clicking. See exactly how far down the page they are scrolling. View actual recordings of their sessions through your website. Based on this data, you’ll be able to make pinpoint adjustments to drive conversion rates higher.

Another benefit of behavioral analytics is the ability to see how visitors are interacting with your forms. The technology can measure drop-offs, errors, blank submissions, and more for each form field.

Leverage Web Analytics More Effectively

Instead of viewing your web analytics in aggregate, segment the data for greater insights. One often overlooked filtering technique is to analyze your site data by country or region or city. Another filtering technique is to analyze your data by the source. You can also analyze the data for only the most engaged visitors. The point is, you’ll gain greater insights by segmenting your data rather than looking at it in the aggregate.

Add a Subscription Opt-in

If you are investing the time in a blog, the incorporation of a subscription registration box is low-hanging fruit. People who are interested enough in signing up for more of your content have already self-identified themselves as an appropriate target audience for your company, and so it behooves you to make it easy for them to consume your content and increase their touchpoints with your brand.

Include a Survey

Survey

To drive greater engagement, try including a quick, contextually relevant inline survey in some of your posts. Make it optional to include their email address. You’d be surprised how many site visitors are willing and interested in making their voice heard.

Include Relevant Links to Your Product/Service Pages

An often overlooked idea is to simply link relevant information in your blog to the product or service pages in your website. You want to avoid doing this too often, or you’ll annoy your readers. But used sparingly, this is a technique that can help remind readers of the very things that lead to the ultimate conversion.

Multiply Your Lead Capture Mechanisms

You do not need to stop with just a single lead capture mechanism on your page. The more ways you offer your readers to engage with you, the more likely they are to sign up or to contact you. For example, beyond a blog or newsletter subscription option, you can offer an ebook download, have a button in the sidebar asking if the reader has a question, add an inline CTA, add a postscript CTA, embed a quiz such as through Qzzr, or add a call out in contextually relevant spots in your posts for the reader to request additional details on the topic you’re writing about (in which case you’d want to have a PDF for download).

Optimize Your Posts

Optimize your blog posts so that they appear in the search engine results pages when your prospects are searching for related content. How else can you get in front of your prospect at the very time that they are searching for information or a solution in a perfectly contextually relevant manner?

Write Longer Posts

Writing Long-Form Blog Posts

Curata has found that long-form posts deliver 9X more leads than short-form posts. Where else are you going to achieve a jump in ROI like that?

Although posts of 1,500 or 2,500 words would be ideal, in testing, Stratabeat has found that your long-form posts do not necessarily need to be quite that long in order to achieve significant results. For example, this lead generation trends post we wrote has under 1,400 words, ranks number one in Google on certain key phrases, and has consistently been one of our top performing posts month after month.

Cross Pollinate Your Campaigns

Have an upcoming webinar? Promote it in your blog posts. Emailing your database in promotion of the webinar? Include a link to a fantastic, mind-blowing new blog post you just published.

Think VALUE. As long as you are delivering as much value as possible to your audience, cross pollination of campaigns works effectively in drawing them in, increasing their brand touchpoints, and converting them into fans.

Implement Exit Intent Technology

Exit-Intent Technology to Increase Conversions

Using exit intent technology, such as from OptinMonster or WisePops, catch them at the precise moment that your blog readers are about to leave your website. The technology enables you to present those leaving your website with one final offer to entice them to stick around and opt in.

Try Geo-Location Targeting

If your business is geo-specific, enhance the effectiveness of your campaigns by customizing the messaging and offers based on the location of your site visitors.

Conduct A/B Tests

With any of the conversion techniques that you implement, remember to conduct A/B tests to identify what works most effectively in driving higher conversion rates.

Expand Your Reach

The recommendations listed above all center on what you can do in your blog itself. Don’t forget, though, about promotion. By amplifying your posts to those who would appreciate it, or those with a substantial following who would be interested in your offerings, you increase the potential of every post. See how the software company Groove secured 1,000+ subscribers in just 24 hours using content amplification strategies.


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  • Great post Tom! I think keyword research can help a great deal to discover the challenges faced by your clients. Tools like https://answerthepublic.com/ let you know the questions people ask to Google. You can then use this data to prepare your content.
    Thanks for mentioning WisePops 🙂