Attracting without converting: what's wrong with your blog generating leads?
Posted: Sun Dec 22, 2024 6:34 am
You or your company work or want to work with digital marketing, right? You've even created a corporate blog, whose mission is to attract new potential consumers through content and to be the company's gateway for them. You've heard of Inbound Marketing and Content Marketing , and you're adapting your strategy to start converting some of the visits you've worked so hard to generate to your pages, whether through spontaneous or paid media. Your blog project is very good, full of information about your products and services, but it has one major flaw: it doesn't convert visits into leads or contacts with business potential. Why? The answer may lie in one of the reasons listed below – or even all of them.
Thinking like a customer
Thinking like your customer is essential in this new era of marketing – especially in Digital Marketing. In fact: who is your ideal customer? What is their background? What are their biggest problems? How and where do they search for and consume information? On Friday, on Globo Repórter? No! In keyword research and development of a persona that is closest to you .
Seek knowledge
Talking only about yourself is a thing of the past. Your australia contact data or service is a solution to a problem or need of the public, so think about this demand and their journey until they make a purchase decision.
What questions might your customer have? What pain points do they have that they haven't yet diagnosed or know how to solve? Do they know what you're for? One of the best times to be discovered and interact with a potential consumer is precisely when they are looking to learn more about the topic, and your educational content can become a reference – and generate business because of it.
Currency of exchange
You already have great posts and a good frequency, but you still can't retain and convert. Could it be that you're missing a gateway for the internet user to "move to the next phase"?
Offer premium content in exchange for information from your potential consumer. It could be an e-book, a webinar, an exclusive video or many other options. Regardless of the format, it needs to be relevant and resonate with your persona (remember?), to the point that they're willing to exchange personal or professional information to obtain it.
Clear message
Whether you’re inviting internet users to your premium content (through call-to-actions) or on the “gateway” to it (landing pages), keep one thing in mind: your message needs to be very clear, well-explained and convincing. Remove everything that creates “noise” and hinders the interpretation of your offer – it’s based on this that you’ll convert.
How many notes, maestro Zezinho?
Now it’s time to think about what information you’re going to ask for in exchange for your valuable content. Your first reaction might be “the more the better,” and you might want to ask for all of the person’s information, from their first name to the zodiac sign of a distant relative.
Take it slow. While it’s certainly best to have as much information as possible when approaching a lead, remember that each extra field/question on the form reduces the likelihood of someone completing it, and this lowers the conversion rate. Check out an interesting study by HubSpot on the subject .
Measuring Success
Accurately measuring your performance in attraction and conversion is the best way to find out what you are doing right and what needs to be improved. Looking at the right metrics and comparing different periods and tests are crucial to extracting insights from the data acquired.
As for the tool you use for this task, it is up to you. Hubspot, Marketo, Resultados Digitais, Google Analytics or any other, the choice is exclusively yours – they all have features that may be more or less suited to what you are looking for.
Thinking like a customer
Thinking like your customer is essential in this new era of marketing – especially in Digital Marketing. In fact: who is your ideal customer? What is their background? What are their biggest problems? How and where do they search for and consume information? On Friday, on Globo Repórter? No! In keyword research and development of a persona that is closest to you .
Seek knowledge
Talking only about yourself is a thing of the past. Your australia contact data or service is a solution to a problem or need of the public, so think about this demand and their journey until they make a purchase decision.
What questions might your customer have? What pain points do they have that they haven't yet diagnosed or know how to solve? Do they know what you're for? One of the best times to be discovered and interact with a potential consumer is precisely when they are looking to learn more about the topic, and your educational content can become a reference – and generate business because of it.
Currency of exchange
You already have great posts and a good frequency, but you still can't retain and convert. Could it be that you're missing a gateway for the internet user to "move to the next phase"?
Offer premium content in exchange for information from your potential consumer. It could be an e-book, a webinar, an exclusive video or many other options. Regardless of the format, it needs to be relevant and resonate with your persona (remember?), to the point that they're willing to exchange personal or professional information to obtain it.
Clear message
Whether you’re inviting internet users to your premium content (through call-to-actions) or on the “gateway” to it (landing pages), keep one thing in mind: your message needs to be very clear, well-explained and convincing. Remove everything that creates “noise” and hinders the interpretation of your offer – it’s based on this that you’ll convert.
How many notes, maestro Zezinho?
Now it’s time to think about what information you’re going to ask for in exchange for your valuable content. Your first reaction might be “the more the better,” and you might want to ask for all of the person’s information, from their first name to the zodiac sign of a distant relative.
Take it slow. While it’s certainly best to have as much information as possible when approaching a lead, remember that each extra field/question on the form reduces the likelihood of someone completing it, and this lowers the conversion rate. Check out an interesting study by HubSpot on the subject .
Measuring Success
Accurately measuring your performance in attraction and conversion is the best way to find out what you are doing right and what needs to be improved. Looking at the right metrics and comparing different periods and tests are crucial to extracting insights from the data acquired.
As for the tool you use for this task, it is up to you. Hubspot, Marketo, Resultados Digitais, Google Analytics or any other, the choice is exclusively yours – they all have features that may be more or less suited to what you are looking for.