Do you ever find yourself wondering "why am I even doing this?"
It's easy to fall into a marketing rhythm of sending emails, updating your social feeds, and posting blogs just because that's what you're supposed to do. Do it for long enough and it can be hard to remember why you started doing it in the first place. Well, in the case of your blog, it has two major objectives: get clicks and capture leads. Since we've already told you everything you need to know about getting that click, this post is going to focus on how to get more leads from blogs.
Let's hit it.
The first step here is making sure you have a way to capture leads. Usually that means a Call-to-action (CTA) at the bottom of the post that takes readers to a landing page. On the landing page, you'll collect their basic information (name and email) through a form in exchange for a gated content offer like a valuable guide, ebook, whitepaper or spreadsheet.
But if you really want to optimize this process — to capture the most possible leads — then you need to create the path of least resistance. i.e. a straight line towards capturing your lead.
What does that mean for you?
That means either making sure you have a form on every post (see the right rail here) or swapping out the CTA for a form where readers can put in their info.
But to really capture the most leads possible, apply landing page principles to every blog post. Let's look at some conversion rate optimization principles for landing pages to see what we can use on blogs.
CRO Principles for Landing Pages
- Avoid distractions
- Links and CTAs need to be recognizable
- Simple design
- Create user-friendly forms
- Create urgency
- Relevance: landing pages should match the ad that drove the traffic
- Want more? Here are 12 more conversion rate optimization tips.
All of these can be applied to blogs. And it makes sense when you think about it. Each blog you post is another path to your website. Blogs are often the first contact you have with a potential customer, so you need to treat it as such.
Don't clog up the side bars with tons of distracting trash, take it easy on the pop ups, don't ask people to do anything really involved or to write you their biography in a form. You're just getting to know them. Make a good first impression and work from there.
None of this matters if you don't put it into practice, so go try it out. And if you don't see your conversion rates lift, it might be time to take a look at your marketing strategy from a broader perspective. We pulled together all of the aspects in marketing, sales and leveraging technology to scale your business and generate predictive revenue. You can grab it here for free: