When you’re taking the time to write regular content, you want it to deliver. You want it to build your audience, and you want those visitors to convert into leads. Otherwise what’s the point?
There’s no use in creating content for the sake of it. You need to have a strategy behind you so you can lead people onto the next step of working with you.
But this is often the step people miss. You can’t presume every visitor will read your content then click on your contact page to book your services, or buy a product from you. You need to make it really clear what you want your visitor to do next. And a brilliant way to attract new leads, is with a lead magnet.
Hook visitors in with a lead magnet
A lead magnet is a valuable piece of content you offer your audience in exchange for their email address. It should give your readers something they truly need and help them overcome a very specific pain point. It should provide lots of value, and offer a quick win they can put into action straight away.
You need to give your audience a good reason to give you their email address. Because every email address you collect is a lead that you can potentially turn into a customer.
So think about the common challenges and problems your customers face. Then create your high value piece of content they can only access by entering their email address. This could be in the form of, for example, a simple pdf, a mini video course, a 5 day challenge, or a webinar.
Include call to actions
Blogging gives you an extraordinary opportunity to attract potentially thousands of visitors every month. And many of them could be the perfect fit for your products or services. But if you’re not utilising call to actions in your blog content, they won’t know what to do next. And if they don’t know what to do next, you could lose those visitors forever.
So you need to give your visitors ample opportunity to sign up to your free lead magnet. Which means you need to place visible call to actions in or around your blog content. And here are a few different options for doing that. I wouldn’t recommend adding all of these different options to your blog. This will likely annoy people and put them off. But a mix of 2-3 works well.
In content CTAs
This is where you include the form to sign up to your lead magnet within the content of your blog posts. So as your visitors read down your blog post, the lead magnet form provides a break in the content. These tend to be some of the best performing CTAs since they’re the most obvious. You can create your lead magnet form within any email marketing system. Then all you need to do is place the piece of code where you want it to appear within your content.
A hello bar is a sticky bar that runs along the top of your website. And here you can include either a button for your lead magnet page, or you can include the form fields so they can directly sign up. A hello bar will stick to the top of the page. So even when your visitors scroll down to read your content, it’ll stay in place, enticing them to sign up. The hello bar is a plugin you can download on WordPress.
This option is pretty straightforward. If you have a sidebar on your website, you can include the form to sign up to your lead magnet there. Similar to In Content CTAs, you would create your form within your email marketing system, then place the code where you want it to appear within your sidebar.
Exit intent popup
Exit intent pop ups appear when your visitor attempts to exit your website. So when someone goes to click the X to close down your page, your lead magnet will pop up on the screen. This essentially acts as a last-ditch attempt to bring people onto your email list before they potentially leave forever. You can create an exit intent feature within most email marketing systems.
A welcome mat is a full screen call to action that appears as soon as someone lands on your blog. I personally don’t like this option as much as the others I’ve mentioned. It’s almost like thrusting a business card in someone’s face before you even shake hands.
The reader hasn’t had a chance to read your content or learn what you’re all about, and you’re already asking them for their email address. This is usually more successful for large, renowned companies where visitors already know who they are. But if you like this idea, you could always test it for a couple of months and see what kind of response you get.
As business owners we need our blogs to work hard for us. And one of the best ways to do that is by using a lead magnet to collect leads. Look into the different form options available to you and trial each one for a couple of months. That’s the only way you’ll find out which one is the most effective for your blog. How will you be using your blog to convert readers into leads?
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