Blogging to generate leads can feel overwhelming. We’re being bombarded with “must dos” from content marketing experts who make it seem effortless. What’s their trick? It’s a practical, refreshing approach to blogging. Here are three pitfalls to avoid and a proven system to create leads.
Let’s start with busting a popular myth: Blogging to generate leads demands LOTS of blog content.
No. 1: Writing Frequently at the Cost of Proper Form
Yes, we need to blog frequently and “have a rhythm.” However, the pressure to crank out a tons of blog posts causes problems. In the rush to “just do it” we often forget effective blogging fundamentals. We forget to:
- start with customers pains, goals, fears, ambitions or cravings and
- structure blog posts to teach, guide or answer in ways that
- creates hunger for more of what we have to offer (a lead generation offer).
Beware: Investing too much time and energy in writing frequently can torpedo you. Tired of the stress of wondering, “Am I blogging enough?” Give up the habit!
Focus on following the structure outlined above. Form the habit. Start putting this process to work for you.
No. 2: Losing Visibility by Forgetting Google Authorship
In its effort to clean up the Web, Google launched Authorship. The essence of becoming a recognized Author with Google is all about one thing:
Giving authors of high quality blog articles (you) more exposure.
Here’s how. Google gives maximum attention to registered Authors by including a photo next to ALL blog posts appearing in its index. This grabs eyes. This beats out competing writers who aren’t Authors.
This drives more leads to your page!
You’re losing visibility if you’re not aligned with Google via Authorship.
No. 3: Investing Too Much Time Writing ‘Epic Content’
For a long while, I invested time writing blog posts that convert leads really well. Every single post I made “counted.” However, Google would only rank them on page 1 sometimes.
This wasted my time. I was literally writing great articles that nobody would ever read. Ouch.
Even more frustrating, sometimes Google does rank our articles—yet nobody clicks. Ugh!
So here’s the fix: Invest time in getting ranked on page 1 or 2 first. THEN, monitor for visitor traffic … and THEN tweak to optimize lead generation from your post.
I don’t recommend writing total crap. However, take the pressure off. Write, first, for search engine ranking. Use an effective blog post writing template (that generates leads) but don’t over-invest your precious time.
Here’s how to get into the habit. For example, let’s assume you:
- completed keyword research—you know what customer pain, fear or goal you’ll address in your post;
- understand and practice the 3-step system summarized in No.1 above; and
- know how to make an effective call to action and are ready to earn leads.
You know how to get prospects to your site and what to do with them once there. You’re armed and dangerous. You can earn attention with magnetic headlines, get prospects to read and act on your post.
This blogging system is quality-intensive. But it can be a trap!
It’s very easy to over-invest time in a post that nobody will ever read. So write to get found in search engines first. Be diligent about structure (for search engine and human discovery). However, don’t over-do it. Wait.
Protect your time investment. First, write to be discovered. Don’t neglect proper form but don’t over-invest in polishing … optimizing it for peak lead generation performance. Good luck!