The Internet is extremely popular in today’s modern era, dubbed by some as the exponential age, meaning technology constantly develops at rates never before seen. Smartphones, desktop and laptop computers, tablets, and Internet connectivity is not only highly developed – they’re all extremely widespread. More than 85% of American households host at least one computer, with similar amounts of people regularly utilizing the Internet.
Even the majority of developing countries have access to the world web, calculated by Aljazeera as 54% of all developing nations’ inhabitants.
Given the Internet is so widely available, many individuals, businesses, and organizations create blogs. Businesses that consistently add original, quality content to their blogs can convert them into leads. However, the commercial blogosphere is highly competitive, meaning businesses often face difficulties in converting regular readers to paying customers – here’s 15 effective ways to increase website leads, boost conversion rate optimization, and everything else related to blog lead conversion.
1. Make emotional appeals
Ethos, pathos, and logos are the three primary components of persuasive speech, first mentioned all the way back in Ancient Greece literature. Pathos involves pulling the proverbial heart strings connected directly to emotions to persuade listeners, readers, and viewers to change their existing viewpoints.
While most blogs aren’t, in fact, persuasive, they should always use at least some level of emotional appeal to convert readers into paying customers. It’s best to weave elements of high and low moods, suspense, and anger into each and every blog you create, increasing the likelihood of conversion.
2. Offer solutions to common problems
Search engines like Google help answer Internet users’ questions within seconds, effectively solving arguments in a matter of seconds. As of 2016, Google identified as having in excess of 200,000,000 unique users each and every month, many of which are searching for answers to problems they’re not already aware of.
You should keep up with social media phenomenon, political events, and popular news topics, providing your blog with the energy it needs to fuel problem-solving content.
3. Commission backlink mentions on independent, reputable, popular blogs
Business reviews are abundant on the Internet. Some writers craft articles from their independent purchases, while many are commissioned by other organizations to write about their offerings.
Lead generation is especially possible with mentions of your products, services, website, and brand image in popular blogs other than your own, as an astounding 61% of online shoppers in the United States have purchased at least one product based solely on external blog recommendations.
4. Address common answers to popular questions
Even though many organizations exercise diplomacy in ongoing arguments and disagreements, evaluating the legitimacy, soundness, and validity of current debates or recent claims is effective in encouraging readers to make purchases. Rather than simply answering one or more questions, evaluate existing beliefs or argumentative schools of thought and write about them, choosing only one side. This is great for lead conversion, as on-the-fence readers will either love or hate your writing, causing the “lovers” to more often purchase products and services.
5. Include information of utmost importance up front
Research has indicated that newer generations’ attention spans are shorter than their older counterparts, for whatever reason. Because Internet users can garner near-instant gratification from browsing the web, blogs’ most important information should appear “above the fold.”
While computer screens obviously don’t fold, these term refers to placing pertinent sentiments, objections, opinions, and other thoughts on pages without requiring visitors to scroll downwards.
6. Make use of interactive infographics
This blog optimization strategy is due in part to generally short attention spans, in which blogs create interactive media that provides entertainment, informative, or educational value. Marketing surveys have found that infographics are more widely shared, interacted with, and easily understood than other forms of media, making their utilization more likely for hosting blogs to boost their blog lead conversion.
7. Use concrete, quantifiable statistics
It’s indisputable that a majority of Internet users trust organizations that use exact statistics and numerical values, rather then generalizations or unclear claims, according to the University of California at Los Angeles. As such, using exact values is more likely increase lead conversion probability than not doing so.
8. Allow readers to form their own opinions through weaving in questions
It’s human nature to think for one’s self, rather than take someone else’s opinion – even facts are disregarded by many, particularly in debates, disagreements, or outright arguments. Rather than filling the entirety of blogs with definitive conclusions, personally-crafted sentiments, and facts supporting inferences, blogs should ask readers questions throughout their bodies.
Asking questions in the titles or initial sentences of blogs – whether their answers are clear and factual, or abstract and uncertain – helps engage readers, in turn lifting conversion rate optimization metrics.
9. Include plenty of bolded bullet points and headers
Many people who read blogs quickly browse over their outlines to quickly learn their main ideas and supporting points. One of the simplest, yet most effective blog optimization tools is using sets of bolded -always, always bolded – bullet points to compile support for assertions. Similarly, make sure to employ sets of bolded headers within blogs, as visitors often quickly click away from web content without them.
10. Refrain from intertwining textual-based content with complex terminology – like this header
See the bolded – don’t ever forget the importance of bolded headers, by the way – header above? It’s full of advanced reading terms that are difficult to understand. The National Institute of Health has accurately determined the average reading comprehension level of United States citizens at a 7th-grade level, or those of 11- to 13-year-olds in American public schools. Even people with superb reading comprehension abilities become disinterested in consuming online literature that’s not easy to understand.
Blogs that are more easily consumed have higher potentials for converting readers into paid patrons, as sales-y language is often very easy to understand by all audiences. This is also considered a best practice for B2B marketing, as businesspeople aren’t guaranteed to read postsecondary-level content. While blogs that are easy to understand won’t be difficult to comprehend and passed over for more easily-understood publications, blogs with long, uncommonly-used words and phrases will undoubtedly be passed over by readers with low and high reading comprehension abilities.
11. Offer free digital content or physical goods
Little thinking is required to reason that free goods, services, discounts, and special edition offerings help businesses sell more products. Even if the subjects of giveaways don’t have high dollar values, research shows that consumers reach for “free” offerings, rather than deals that offer the highest value, according to the always-reputable Massachusetts Institute of Technology.
Rather than placing giveaways in marketing emails or social media pages, instead fill your company’s blog full of free digital content, physical goods, and anything else of value.
12. Actively reply to and converse with readers
While the vast majority of participants in blog comment sections don’t respond well to direct promotions and advertisements hidden under the guise of well-intentioned replies, engaging with readers is a highly effective method of converting them into potential leads.
13. Blog about the market’s most popular products, then hit readers with calls to action
Blogs authored by B2B servicers and wholesalers typically attempt to ultimately sell their wares to other businesses. Businesses’ employees often aren’t as interested in reading work-related articles as they are with blogs that actually trip their proverbial triggers. As such, they often blaze through articles, skimming through the beginnings and endings only. Add calls to action towards the end of your blogs, creating an affordable, powerful B2B marketing tool.
14. Purchase pay-per-click advertisements alongside your own blog, not others’
Increase website leads through placing PPC advertisements alongside your blog, rather than outsourcing them to other websites. As blogs don’t often feature promotions or advertisements themselves, these digital ads provide the unique opportunity to nearly-forcefully drill your brand image into readers’ minds. Furthermore, research suggests remarketing efforts are effective, and generally don’t cost much.
15. Testimonials within blogs often prove helpful
Testimonials have been used by businesses for countless years, contracting with public figures and average Joes alike to promote their products and services. When carefully weaved into blogs, businesses often boost their lead generation performance, causing readers to click through the hyperlinks affixed within truthful testimonials.
Blogs are maintained by individuals, organizations, and sizable corporations all the same. They provide valuable, original content to readers, and also host the potential to convert readers into leads, allowing your customer service and sales representatives to ultimately profit from them. Employ one, several, or every single strategy on this list to begin earning more through basic blog conversion strategies. What are you waiting for?