Inbound marketing may be something we’re all now familiar with as the new reigning method for attracting customers and building your online presence.
However, the soft-approach methods of inbound marketing make it all too easy to interest your audience without actually creating conversions.
So how do you turn something like a business blog into more than just a collection of industry-relevant articles?
More importantly, how do you turn your readers into leads?
The answer is all in what you write and how you write about it.
Let’s take a look at three proven strategies to turn your blog posts into lead magnets.
Frequently Asked Questions
The FAQ has been a tradition of online businesses since nearly the dawn of the internet and it has existed in the backs of books and manuals for even longer.
One could easily say that FAQs are at the heart of inbound marketing because a frequently asked question is something that will be searched for time and time again.
Many of the most popular and successful blog strategies are just elaborate answers to frequently asked questions.
Having detailed and enjoyable answers to every common question a client might ask is a form of authority positioning.
When a reader has come back more than once, offer them a subscription or alerts when new useful information is available.
If you are already their go-to source for industry information, you have yourself a lead.
Introductions to In-Depth Downloadables
Downloadable content is a tried and proven method for turning a reader into a lead.
When your readers want the detailed information that you have to offer, whether it’s an e-book, infographic, or study results, they are usually willing to submit their email address and a few qualifying details in order to gain access.
But how do you entice your audience into desiring your downloadable content? The answer is almost always on the blog.
Your blog is how visitors to your website know that you have the knowledge and capability to provide them with what they need.
That your content won’t be some worthless one-page flyer.
But if you really want to put your blog to work, write interesting and engaging articles that also serve as an introduction to far more in-depth information your true leads will be looking for.
An example might be an article about exercises to help a specific medical condition.
This could connect to one or even several downloadable extensions that go into depth on why the exercises are medically helpful perhaps how to vary them for different beneficial results.
Leads who have the condition and need help with it are likely to sign up, download, and become future customers.
Strategic Thought Leadership
Finally, let’s talk thought leadership.
This recent trend has become, admittedly, a bit of a buzz word.
Not all articles labeled ‘thought leadership’ actually contain new thoughts and, unfortunately, not all new thoughts are useful. Even if your thought leadership articles are interesting, they may not be generating leads. Instead of simply musing about what your industry will be like in the future, use thought leadership with strategy.
Think of and write about new ideas that can help your target audience, solve unsolved problems, or propose new methods of approach that may improve current industry standards.
This is another form of authority positioning but rather than answering questions everyone asks, offer solutions to problems no one is solving.
When your readers see that you have something to offer the industry that none of your competitors are even thinking about, they are much more likely to subscribe, convert, and become loyal customers.
Building lead magnets is all about knowing not just what your audience searches for online, but they need. Even if they don’t know they need it yet. And, of course, never forget the right kind of CTA for your goals.
If you want engagement, ask an open-ended question and leave the comments open.
If you want download-leads, finish your article with a teaser for the downloadable.
If you want consultation appointments, offer them.
Just remember that if you want leads, you must use your CTA to guide readers to the correct next course of actions.
Over to you…
Leave a comment below and let me know your thoughts about the lead magnets you currently have. How are they converting?