In our first blog post on reasons you need to be business blogging, we covered how it gets new traffic to your website. As great as growing your site’s traffic is, it’s only the first step in the process.
Now it’s time to capitalize on all that effort you put into acquiring those new visitors. You have an opportunity to convert that traffic into leads, and every blog post you write helps educate potential prospects.
More specifically, each post addresses problems and solutions about particular pain points of your prospects. For buyers closer to making a decision, a percentage of your content can highlight your brand and compare your benefits against top competitors.
You want a varying range of content speaking to prospects at all stages of the buyer’s journey. You wouldn’t ask someone to marry you before going out on a date, so why would you ask your new traffic to buy from you right off the bat without addressing their questions and needs? Then, you can start to position yourself as a possible solution.
If done correctly, you will have laid out a path for your new traffic to convert and become potential leads.
This all works by adding a lead-generating call-to-action to every post. Often, calls-to-actions (CTAs) lead to more in-depth content offers (gated content requiring an email in exchange for a download) like free eBooks, free whitepapers, free trials and are key in the process to converting website traffic.
To map out the process of how traffic-to-lead conversions work:
- Visitor comes to website
- Visitor reads the posts
- Visitors sees call-to-action
- Visitor clicks call-to-action to a landing page
- Visitor fills out a form with their information
- Visitor submits form and receives the free offer
Scroll down, and you'll see an example of a CTA button. That is how you build email lists and get visitors to convert into contacts.
Note: Not every visitor becomes a lead. You can’t convert 100% of the people who read your blogs. Just get started, put CTAs at the end of your posts, and strive to improve.
Next, we will answer what makes the best business blogs and how to use your new post to become an authority in your industry.