Blogging For Lead Generation

You need to decide what kind of blog you want to create. This will depend on your goals and the audience you’re trying to reach. Most blogs are informational — this type is focused on providing valuable content to readers. However, some blogs are more promotional in nature, designed to drive traffic back to your site and generate leads for your business.

In this post, we review the aspects of Blogging For Lead Generation, what is lead generation in digital marketing, lead generation business, and best title for lead generation.

Blogging For Lead Generation

If you’re looking to build your brand and grow sales, then blogging can help. Blogging is an effective way to make an impression on customers, generate leads, and increase your conversion rate. It’s also a great way to build trust with potential customers and establish yourself as an authority in your industry. But before you start posting content online, there are some things that you need to consider first:

Why Content is Important

As a business, you should be blogging for lead generation. We know it can seem daunting to write content that will actually help your business and generate leads, but once you figure out a strategy that works for you, the benefits of blogging are really worth it. Good content is important because:

  • It helps you build your brand and establish yourself as an authority in your industry.
  • It helps nurture leads by giving them something valuable to read or watch, so they want to come back.
  • It helps generate leads by building trust with prospects who then become customers or clients.

Customer conversations

Customer conversations can be a source of leads, content ideas, and inspiration.

When you’re talking with your customers in person or via email or phone call, you might hear something that sparks an idea for a blog post. Or maybe you have the opportunity to share one of your own posts with them (and ask them what they think). It’s also possible that when you talk with customers about their problems or frustrations, they might open up and tell stories related to those issues which can lead down other paths as well.

Brand authenticity

Your brand is what people say about you when you are not in the room. It’s your reputation, and it’s built on your actions. Your brand is what you do, not what you say. It’s how you behave, not how you talk.

If people have an opinion of your business based on their interaction with it (or lack thereof), then it’s imperative that they feel comfortable working with you and can trust in their interactions with your company or team. As a blogger, this means taking time to connect with readers on a personal level; engaging them like friends rather than customers; being genuine in every interaction through social media, email newsletters and blog posts—and most importantly: listening carefully to feedback from readers so that any changes made are informed by real needs rather than just one person’s preferences or opinions

Value marketing

Value marketing is a new approach to traditional marketing that can help you generate leads. Value marketing is focused on providing value to your audience, rather than selling them something. It’s a long-term strategy that involves creating and publishing valuable content in order to build trust with your target audience.

Value marketing differs from traditional advertising in several ways:

  • Traditional advertising focuses on getting people’s attention through interruptive messaging—ads that pop up while they’re watching TV or listening to the radio; content on websites they visit; ads that follow them around online as they browse different websites and social media profiles; etc.
  • The goal of value marketing is not necessarily immediate sale but rather building trust over time so that when it comes time for someone who has been exposed to your brand for years (or even decades) to purchase something from your company, he/she will choose yours over competitors’.

Building your brand and nurturing leads takes time and effort.

When you’re building your brand, it’s a long-term process. You need to be patient and consistent so that people can get used to your name. Content marketing is one way of doing this—sharing useful information with people who may have some interest in what you have to say, but don’t know enough about what you do yet.

This takes time and effort on your part, which is why many businesses choose not to bother with content marketing at all. But if done properly, content marketing can help you build trust and create relationships with potential customers who will turn into loyal clients over time—and that’s where the real value lies!

what is lead generation in digital marketing

Today, digital marketing can drive tremendous results in everything and for every business. Gone is the time when all businesses thrived through radio, tv, or print media advertisement tactics.

Digital marketing is currently the most preferred approach, enabling companies to reach a vast audience in less time and build lasting connections.

In fact, digital lead generation spending in the US is expected to reach 3.155 billion US dollars by the end of 2022.

Marketers can execute successful campaigns to attract their prospects and generate more targeted leads that are more likely to purchase your product or opt for your services. Digital marketing relies upon real-time data and analytics; hence the leads generated are qualified.

Before we discuss all the strategies to generate leads with digital marketing campaigns, let’s understand the term digital marketing lead generation. 

What is lead generation in digital marketing? 

Lead generation in digital marketing involves digital practices that turn the online audience into a paying customer of a business.

It is simply a process of finding, attracting, and capturing the most suitable prospect for selling a product or service. 

Digital marketing lead generation mediums are online channels such as websites, blogs, social media, email, etc.

These digital mediums generate leads via various strategies such as paid ads, email campaigns, gated content, referral coupons, landing pages, etc. 

How is lead generation effective with the help of digital marketing?

Digital marketing offers various technologies to capture leads and nurture them while monitoring their engagement until they transform into your customers. 

Lead generation digital marketing tactics are efficacious as these techniques rely on customers’ interests.

With advanced digital marketing lead generation tools, businesses can track customers’ online journeys and analyze their habits to target them with the right content at the right time. Also, paid social media advertising has broadened customer reach. 

Several key factors make digital marketing in lead generation effective. Let’s quickly go through the insights.

Businesses procure success due to their loyal customers, and digital marketing lead generation is the top way to grow their loyal customer list.

How do you create a digital marketing strategy for lead generation?

Businesses rely on digital marketing techniques to drive traffic to their website and social media pages or to generate leads.  

For creating a solid digital marketing lead generation strategy, you can check out the below image. It explains how you can connect with your leads when they’re in the consideration stage and later convert them into customers.

The ultimate mission of any business is to have a continuous flow of qualified leads, and digital marketing makes this possible with its various channels.  

Let’s find out all the ways through which lead generation is possible by utilizing digital marketing.

Top 6 digital marketing lead generation strategies

There are various ways to generate leads through digital marketing, and below we have shared a comprehensive list of effective lead generation strategies that can be implemented.

There are various ways to generate leads through digital marketing, and below we have shared a comprehensive list of effective lead generation strategies that can be implemented.

1. Content marketing for lead generation

Content marketing is the key element as all organic digital marketing practices require content.

Whether email marketing, SEO, or social media, every medium thrives due to content.

With the help of original, relevant, informative content and customer-targeted content, a business can capture more leads and improve its conversion rate.

With lead generation, content marketing builds trust among your target audience by offering helpful information through different forms of content.

Let’s look at strategies helping lead generation with the support of content marketing.

Strategies for lead generation with content marketing

Remember, the highest quality of content drives high numbers of the audience, so make sure your business has an excellent content marketing team.

2. Search engine optimization for lead generation 

SEO or search engine optimization enables businesses to generate leads as it allows them to reach their target audience once they search anything on Google, Yahoo, Bing, or any other search engines.

Search engine optimization is an organic digital marketing strategy that helps optimize your website, blogs, and landing pages to rank higher on search engine results pages (SERPs). 

For example, if anyone searches for “best CRM for B2B businesses.” And if you have written an optimized article on “10 best CRM for B2B businesses,” then it will appear on top of the SERPs if it’s well executed.

To give you more insights, below are some search engine optimization strategies for lead generation.

Strategies for lead generation with SEO 

SEO enables the business to get the top spot in SERPs and thus enhances the chances of getting more and more leads.

For online businesses, it is now crucial to stay in the top spots on search engine results as out of all, 75% of clicks get by the top; first three google results.

3. Paid advertising for lead generation 

Businesses with a high budget can go for paid advertising and start generating leads. It is the easiest, fastest, and result-driven digital marketing lead generation tactic that can be used to test your MVP (Minimum Viable Product). 

Paid advertising is a digital marketing technique that uses a bidding strategy to participate and win the real-time auction to be on the top among their competitors on a specific channel like SERPs and social media.

With paid advertising, you can advertise on various channels such as Google SERPs, social media, websites, etc.

The tactic is to get the attention of your target audience towards your business. It offers more value than traditional marketing and is the fastest way to grow.  

Strategies for lead generation with paid advertising 

Execute a search ad with gated content such as free eBooks, programs, guides, etc. 

When it comes to the cost of paid advertisement, companies usually get charged as CPC (cost-per-click) or PPC (pay-per-click), depending upon your ad paying option. 

You can show your ads to the most prospective audience for business when they search relating to your product, services, brand, or business.

4. Social media and advertising for lead generation

Comment, like, and share have become the most common words we hear on social media daily. It is one of the powerful channels for lead generation.

Still, it offers tremendous opportunities to businesses to leverage social platforms such as LinkedIn, Facebook, Instagram, etc.

When it comes to lead generation, social media is a great source to identify, capture or engage your likely prospects through posts, videos, polls, reels, etc.

You can set targeted social media ads to enrich customer engagements with more followers, likes, comments, or shares.

Strategies for lead generation with social media and advertising 

Social media works best to reach an audience that comes at the top of the funnel for a business. It is a great medium to showcase how you are better than your competitors. Your social media activity will help your customer to identify the brand.

5. Email marketing for lead generation

With email marketing, you can easily track your email marketing KPIs like email open rates, click-through rate, campaign performance reports, engagement statistics, etc. 

Not only this, you can target personalized content that captures more attention which is good for business growth or building great customer relationships.

Businesses mainly use email marketing to generate qualified leads, nurture customers, engage, update, or make a target audience about services or products offered by your company. 

Email marketing for lead generation is highly effective due to its high return on investment; according to a report, $1 spending drives a $42 business.

To help you more, we have mentioned a few lead generation strategies through email marketing.

Strategies for lead generation with email marketing

Moreover, you must create content relevant to your audience, not the brand’s promotional content. If you offer value to your audience, the reciprocity magic will give you promising results. 

lead generation business

Lead generation has changed a lot in recent years, but it remains a critical part of helping businesses build relationships, generate qualified leads, and ultimately close deals.

Lead generation is useful for all types of businesses in the B2B sector regardless of their business size.

Lead generation can also be appropriate for certain B2C industries for high involvement purchases, where consumers are less likely to purchase immediately on a website and might need some nurturing.

In this guide, we’re going to run through lead generation in more detail and close with an overview of how to launch your own lead generation campaign and how to solve common challenges.

In this lead generation guide, you’ll discover:

Lead generation is the process of getting people interested in your business and gradually moving them through a pipeline to become paying customers. Some people still have a perception of lead generation as big email blasts and pushy salespeople.

But today, these techniques are no longer successful.

In the modern online marketplace, both B2B and B2C consumers are overwhelmed by people vying for their attention. There is a lot of noise for businesses to cut through.

Customers have become very good at blocking out approaches and messages that don’t resonate with them or aren’t well-tailored to their needs, challenges, or opportunities.

So in the world of lead generation, a reliance on one or two channels to blast a prospect list and follow up with a phone call is the approach of yesterday.

Modern lead generation is more likely to consist of:

Modern lead generation is also likely to traverse multiple departments within a business. The process will typically start with marketing before moving on to the sales or business development team, and for SaaS businesses, the modern lead generation program is also likely to involve either product or service teams if free trials are offered.

Embracing lead generation is critical for all B2B businesses or any B2C business that offers a considered high-involvement purchase.

Marketo Engage has seen that businesses that employ a mature, well-developed lead generation process can achieve 133% greater revenue versus their plan than average companies. So there is a clear revenue generation benefit.

But a solid lead generation process that builds warm, well-qualified leads can also help business morale and efficiency. A good lead generation process can help your sales teams spend more time selling and less time on prospecting and administrative work.

Additionally, although the lead generation process is likely to involve multiple departments, it often starts with marketing.

If the marketing team can be seen to be working collaboratively with sales to win more customers, then it is visible that marketing is really helping the company grow. This can help with the perception of marketing no longer being seen as a cost center but as a valuable part of the company that helps make money.

One of the biggest challenges when implementing a lead generation process is often the different objectives and KPIs of marketing and sales teams.

It’s not uncommon for marketing teams to be set a ‘cost per lead’ (CPL) target for their marketing efforts, which incentivizes them to generate as many leads as possible within the marketing budget.

On the other side of things, the sales team are often set targets based on the conversion rate of the leads they are passed. If marketing is passing through a high volume of low-quality leads, this isn’t going to help the sales team achieve their targets. They would actually most likely prefer to be passed a smaller number of high-quality leads.

So it’s important from the very outset to work together across departments to define what you want to achieve from lead generation strategies, and also look at what are going to be acceptable ratios of marketing qualified lead and sales qualified lead.

Any effective lead generation program should have a clear pipeline through the sales funnel.

Anyone that isn’t yet in your pipeline is likely to benefit from top of funnel marketing (TOFU) and is likely to fit within one of the below ‘cold’ categories:

Once a customer moves past the ‘friendly’ stage and provides their contact information or gives permission to be contacted, they move from the top of the funnel (TOFU) to the middle of the funnel (MOFU), and we need to start considering the qualification of leads.

What are marketing qualified leads (MQLs)?

Marketing qualified leads are leads that have been identified as being interested in your products and services by the marketing team.

These leads have met certain criteria, such as registering their interest in your product on social media platforms or providing their contact information on an email capture landing page on-site.

But not every customer that provides their email address is going to be a valuable lead. For a lead to be ‘marketing qualified,’ it might have to pass through some scoring criteria, potentially based on answers to certain questions on the lead capture form or from historic browsing or engagement details.

What are sales qualified leads (SQLs)?

Sales qualified leads are leads that have been passed over from the marketing team and have had interactions with the sales team, after which the sales team has marked them as being ‘sales-ready.’

Businesses often consider SQLs to be more serious leads than MQLs and are likely them a higher priority.

Measuring the ratio of MQLs to SQLs is often important to help determine the quality of leads that are coming through via marketing activity.

What are product qualified leads (PQLs)?

Product qualified leads are leads that are often viewed as going beyond the sales qualified stage and have actually managed to gain experience of using a product firsthand through either feature limited access or a fixed term free trial.

In the world of SaaS (Software as a Service), it is technically possible for users to become PQLs without being SQLs, as it may be possible to sign up for a free trial before speaking to a salesperson.

Every business is different and needs to make the decisions on the most effective pipeline setup and metrics of measurement.

What are service qualified leads?

Service qualified leads are slightly different in that they are actually existing customers who have given feedback to customer services that they are interested in a conversation with someone in sales about a new product or service.

Making sure Customer Services and Sales are working in alignment here is really important, as picking up on signals that a customer is ready for an upgrade or a cross-sell can not only improve their lifetime value (LTV) but also prevent them from considering other services elsewhere.

Lead generation programs don’t end at simply generating your leads, there are various other components that are just as important to the lead generation strategy.

There are a number of key advantages to lead generation. In particular, lead generation can improve:

✓ Content marketing. 85% of B2B marketers say lead generation is their most important content marketing goal (Ring Lead, 2017).

✓ Content relevancy. Targeting users with content relevant to their position along the buying process yields 72% higher conversion rates.

✓ Revenue. By building a lead generation strategy, we’ve seen mature companies achieve 133% greater revenue versus their plan than average companies, and 174% more than the least mature companies.

However, there are a few pitfalls too. Lead generation can cause problems with:

x Buy-in. A strong lead generation game relies on close collaboration between departments. If people aren’t invested, then the project may fail.

x Definitions. Nailing down your key metrics like ROI can prove tricky. For example, does the ROI of lead generation only include the revenue from new customers? Or if you’re looking at lead generation holistically and including customer service, does ROI include revenues from upgrades and cross-sells for existing customers also?

x Conversions. You may generate a large amount of high-quality leads, but if your products, services or marketing isn’t up to scratch, they won’t convert.

Common problems lead generation can solve.

Step 1: Determine your objectives.

Before developing any lead generation strategies, the most important thing is to determine what you want your lead generation strategy to achieve. What are the overall company goals, and how can your lead generation activity help support that?

Are you looking to onboard new customers as a business focus? If so, you will probably want to make sure that your top-of-funnel activity is quite heavy and you have great communication between marketing and sales.

Do you already have a strong market position but want to increase your annual recurring revenue from existing customers via a new product you’ve launched? Then customer service and sales need to connect more closely.

The reality is that you often see the most effective lead generation strategies when all departments within a business work together.

It’s also really important to clearly outline how you’re going to measure success and ROI and how performance is going to be rewarded across departments.

Step 2: Consider proposition and audience.

With a clear understanding of your objectives, it’s important that the business has a clear, unified vision of the proposition and unique selling points of your products or services.

It’s also important to have a clear understanding of your target audience and, where possible, develop some clear audience personas that might include:

Trying to get a clear understanding of what your typical ideal customer looks like is important before deciding which marketing channels and messaging you’re going to use.

best title for lead generation

Many content marketers seem to miss out on a key aspect of success – the title of your white paper, eBook, guide, webinar, etc. Creating great content and not spending time coming up with a title that will convert to clicks and leads is all too common.

At Aggregage, we see lots of content marketing pieces across a wide variety of industries. We will continue to do analysis on what titles get our readers to click and take action, but we’ve captured are some preliminary findings.

In this post, I’m pointing real-life examples of content marketing pieces. Apologies upfront if I call out your particular title in the category of “could be improved.”

#1 Be Accurate but Sexy

Before I get any farther, let me be clear that I’m going to talk about coming up with sexier sounding titles. However, I’m a techie (Ph.D. in Computer Science) and definitely the kind of techie that can’t bring myself to put out marketing materials that do not represent reality. I firmly believe that you should not overpromise and under deliver on your content. Your title needs to set clear expectations for the reader.

That said, there’s no reason that B2B lead generation materials can’t push the title so that readers are intrigued and want to click.

#2 Power Words

The folks at BuzzFeed have somewhat made a living doing this well. They can take the exact same item and add a spin to the title to come up with something that will get clicks. If you look closely, they are really good at adding “Power Words.” These words fall into a few buckets:

There are many more examples of these kinds of power words. And you can find many examples of B2B lead generation pieces that take advantage of them:

Get 5 Strategies to Simplify Your HR and Benefits Administration—and Love Your Work Again!

Vision Benefits: Changing from ‘Why’ to ‘Wow’”

7 Critical Hiring Questions Every Interviewer Should Ask

Each of the above have put in power words that really help with benefits and inspiration. The following example uses a power word:

The Ultimate Guide to Health Care Reform

Part of this technique is also keeping in mind the audience and what the actual benefit is to them. What are they going to learn? How is this going to help them? Take a position and think clearly about the audience and talk to them about why they should read it. The above example doesn’t really do a good job of helping me understand who the intended reader is or what benefit it is to me.

#3 Title Does Not Need to be All Inclusive

We see a lot of titles that cover generally interesting ground such as:

Recruiting Strategy Tips for 2015

Obviously, this title lacks power words. But it also lacks specific topic areas or intrigue that would get me to drill down. For example:

The Wow Candidate Experience and 4 Other Can’t Miss Recruiting Techniques for 2015

What’s the “Wow Candidate Experience?” I’d better download the white paper to find out. I also want to know what the other four techniques are – maybe I’ve not heard of them either.

We repeatedly see that titles with more a more specific, intriguing focus convert better.

#4 Do Not Mention Your Company or Product

We find that a mention of your company or product in a title spells much lower conversion rate. Example:

Adobe Document Cloud for HR Efficiency

Only prospects who are far along in the buying cycle will be interested in your product marketing materials. Earlier in the cycle, they want content that encompasses multiple solutions. Yes, you are going to tell readers about your solution – everyone knows the game. But they don’t want to think you are starting with your product in mind.

#5 Use Numerals

There are many examples of lead generation pieces with numbers in them. So not sure that using a number qualifies as a “secret.” We see that readers tend to convert when a title implies there are several items of value. However, there is a small secret here –

Automate Time and Attendance: Seven Reasons it Makes Good Sense

Automate Time and Attendance: 7 Reasons it Makes Good Sense

The numeral will convert slightly better. And both the number and the numeral convert better than a similar title without it.

Actually, there’s a few things that could be changed here other than just the numeral. Can we turn “Makes Good Sense” into something more powerful and beneficial?

Discover 7 Unexpected Benefits of Time and Attendance Automation and Wow Your Boss

My guess is this over promises for this particular piece, but I would certainly look to make this sound more compelling.

#6 Link Title to Something Recognizable

We don’t have enough examples of this to have data to back this up, but we’ve seen a few examples of lead generation pieces that have done really well by tying into recognizable, current topics. A couple examples:

Second Screen Engagement: What Corporate Trainers Can Learn from “The Walking Dead”

Founder of Khan Academy, Sal Khan, Gives Take on Video in the Workplace

Of course, this requires that the content matches to come degree. It can be hard to retrofit content to match, so normally this needs to be figured out ahead of writing the content.

#7 Alliteration

I specifically choose the title of this post to include

this is a foolproof formula. Sorry – couldn’t resist. Again we lack sufficient data to know how much of an effect there is from alliteration, but we’ve seen anecdotal evidence that it catches the eye and gets the click.

Bonus Thoughts

We definitely recommend spending time before you write your piece brainstorming a list of possible headlines. Obviously, if you are going to tie it to something topical, you need the content to reflect that.

If you need a bit of additional inspiration, you might look at blog title generators like http://seopressor.com/blog-title-generator. You can insert a term like “B2B Lead Generation” and it inserts it into templates to create:

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