Getting More Leads (and More!) from Your Blog: 10 Tips for Higher Blog ROI

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    09-May-2015

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In under 20 minutes, learn proven tips and techniques for driving blog traffic, increasing subscribers, converting blog subscribers to actionable sales leads, and generating a real, measurable ROI from your company's blog.

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  • 1.Getting Leads (and More!)from Your Blog:10 Tips for Higher Blog ROIHoward J. Sewell,PresidentSpear Marketing Group

2. Navicure SaaS-based medical claims management (Atlanta) $30MM, 150+ employees Target audience: physicians and office managers atsmall- to mid-sized medical practices 3. The Problem CEO blog was generating no measurable return:low traffic, few subscribers (RSS), no comments Irregular content with no editorial plan or definedset of contributors Standard Wordpress template with standardwidgets: tags, archives, popular posts No stated objective, no internal champion Question: are blogging and socialmedia worth the investment? 4. The Process In order to be worthwhile, the blog needed to do todo more than just promote thought leadership Goals: 1. Generate new sales leads & measurable ROI 2. Create content that can be used for nurturing & customer marketing 3. Increase awareness of next generationclearinghouses but not be too Navicure-centric 5. The Process In order to be worthwhile, the blog needed to do todo more than just promote thought leadership Goals: 1. Generate new sales leads & measurable ROI 2. Create content that can be used for nurturing & customer marketing 3. Increase awareness of next generationclearinghouses but not be too Navicure-centric Steps: 1. Design the blog with demand generation in mind 2. Create an industry blog: make the Navicure brand secondary 3. Create an editorial strategy and gain firmcommitment from contributors 6. Branded Daily Practice 7. Branded Daily PracticeMix of Content: Practical Advice,Thought Leadership, Promotional 8. Branded Daily PracticeMix of Content: Practical Advice,Thought Leadership, PromotionalProminent subscription options:Email, Twitter, LinkedIn, RSS 9. Branded Daily PracticeMix of Content: Practical Advice,Thought Leadership, PromotionalProminent subscription options:Email, Twitter, LinkedIn, RSS Links to Webinars, events, andgated content in the sidebar 10. Monthly Email Newsletter 11. The Results 60 net new leads in first 30 days 500 net new leads in first 9 months 22 percent of new prospects requestedsales contact 778% ROI in first year 12. Customer Blog 13. 10 tips for higher blog ROI 14. Prominent subscription options Capturing new subscribers is one of the mostefficient ways to convert visitors into readers thatyou can nurture over time Offer as many subscription options as possible At minimum: Email, RSS, Twitter Dont rely on icons alone; includesimple text instructions that sellthe various options 15. Promotional content Dont be afraid of promotional content Consider the 4-1-1 Rule (designed for Twitter) For every one self-serving tweet, you should re-tweet one relevant tweet and share four pieces of relevant content Blog version: 1 promotional post, 1 post commenting on content written by others, 4 pieces of original content Include a call to action at the end of relevant posts For further reading on this topic, download a copy of our free white paper (link) 16. Gated resources in sidebar Highly effective technique for converting casualblog visitors (people interested in the topics andissues addressed by your blog) intomeasurable sales leads Include text link + visual icon(shown to improve response bymaking offer seem more tangible) 17. Use links for SEO, offer content 2 linking techniques to drive improve searchrankings, boost Web traffic, and drive sales leads: Link keywords within blog posts to Web pagesthat you want to rank highly for that keyword Link names or descriptions of content (whitepapers, Webinars) to gated landing pages forthat content 18. Make every new offer a blog post Post excerpts, highlights, or reviews of every newwhite paper, case study, or Webinar Close the post with a link to the original orcomplete content (preferably gated) View the complete Webinar on our Website: (link) 19. Social Sharing: Easy & Visible Include social sharing options at the end of everyblog post, and in the blog sidebar (for sharing theblog as a whole) Popular sharing services: AddThis, ShareThis Tip: Use options that display individual options(Facebook, Twitter, +1) vs. one button 20. Write post titles for Google When writing post titles, think about the readerseeing the post as a search result or a tweet, NOTthe reader viewing your blog Use search-critical keywords, but dont overdo it(keep the title engaging) Using numbers (5 Ways to Improve ) is a clichbut it WORKS Ask the question: does this title stand by itself?Wow, that looks interesting. 21. Make your blog a newsletter Leverage your blog investment by pushing blogcontent monthly to your prospect database Drives blog traffic, increases subscribers Less labor-intensive than the traditional writeit all at once newsletter model Go the extra step and design an attractivenewsletter template vs. using an automatedemail service like Feedburner 22. Tags are your friend Tags are primarily a navigational tool for findingrelated posts, but theyre also a highly effectiveway to increase search rankings Dont display tags in the sidebar (wasted space!) Use the same tags over and over again Increases the number of related posts (and traffic to those posts) Increases the value (and search ranking) of Tag Pages (Tag Archives) that contain excerpts of all posts that use the same tag 23. Start with a plan Choose a goal and stick to it (a blog cant beeverything to everyone) Choose your audience Brainstorm all possible topics and narrow themdown to 5-6 categories (e.g. industry trends, bestpractices, offer content) Assign 1 or more contributors to each category(reduces the demand on any one individual) Create an editorial calendar with deadlinesfor each category and contributor Good luck! 24. Resources Questions? howard@spearmarketing.com Twitter: @hjsewell www.spearmarketing.com/blog dailypracticeblog.com