Blog content makes excellent social media fodder and is naturally discoverable through search engines, so it can be a great way to attract new visitors and prospects to your website. But blogging can also have a significant impact in the closing stage of selling. From Hubspot, here are eleven ways to use your business blog to nurture leads.
Implement Smart Calls-to-Action (CTAs)
Automatically display different CTAs to different visitors based on information you've already collected about them in your contacts database. Show a CTA for an offer that aligns with a repeat visitor's position in the middle of the sales funnel.
Blog About Topics Sourced From Your Sales Team
Your sales team will have great ideas for content that can specifically help them close those leads as customers.
Enable Salespeople With Top Blog Content
Make sure your salespeople know about all the great content assets they have at their fingertips.
Email Blog Content to Segments of Unengaged Leads
Share blog content with your leads database and email marketing software. Revive a segment of your leads who haven't engaged with you in a while by sending them some low-commitment blog content.
Add Blog Content to Workflows
Incorporate some marketing automation and add blog content to your lead nurturing workflows.
Add Links for Blog Content to Other Parts of Your Website
Adding links for relevant blog articles to other pages of your website that leads are likely to visit can reinforce your position as an industry expert.
Weave Mentions of Your Products/Services Into Blog Content Where Appropriate
Remember that you're a vendor, not a publisher. Weave subtle product mentions into your blog content when appropriate.
Use Top/Sidebar Blog Real Estate Wisely
Beyond the articles themselves, you likely have some other blog real estate at your disposal that can be leveraged to meet a variety of goals.
Link to Middle-of-the-Funnel Offers Within Blog Content When Appropriate
Just like incorporating product mentions, this should be done in moderation.
Encourage Blog Subscription
Convert leads who are casual blog readers into dedicated subscribers. You can then keep exposing them to and nurturing them with your content.
Promote Your Social Media Presence on Your Blog
Your social media presence can double as a lead management tool as it offers more opportunities to promote your content and reach out to leads.