Blogging as a sales tool: Why your readers don't convert to leads

Blogging as a sales tool: Why your readers don’t convert to leads

  • By Jeff Molander

blogging as a sales tool

Time to read: 3 minutes. “Why aren’t our blog readers converting to sales leads more often?” If you’re using blogging as a sales tool and asking this question I’ve got the answer: You’re not giving prospects reason crave more from you—and a way to ACT on that feeling. You’re not following the success principles. Here they are in plain English, step-by-step—so you can use blogging as a sales tool more effectively.

Social media and “content marketing” gurus keep telling us, “put high quality, engaging content out there—lots of it—and they will come!” But here’s the problem: Even if prospects come and engage then what? How do we get them to become a lead?

Step 1: Change your POV & customers success rate 

When blogging, it’s easy to set the wrong goal: Getting found. Instead, make your goal to change customers’ success rate.

Here’s what I mean. Getting your articles discovered is tough for sure. But it’s not the end game. Using blog content to build brand, gain attention and influence is nice but the goal is LEADS.

To get the job done view content marketing differently. Apply blogs in ways that change the success rate of customers. 

In addition to getting found, be helpful enough to improve the readers’ life. Literally.

The first step to improving your success at blogging as a sales tool is changing your perspective. Start thinking of what you write as content that can “move the needle” for customers—in ways that create needed outcomes for them and leads for you.

Step 2: Give results that create confidence

My goal, right now, is for you to read this article, become empowered by practical tips AND feel like, “I can put these to work and probably increase my success at blogging for sales leads.”

I want to get you confident in yourself.

By telling readers, “Hey, you can do this… let me show you” and then showing them we create a sense of confidence in prospects.

The reader starts to trust the blogger.

See how that works? Bottom line: We all want to be confident. It’s human nature. The more success we experience the more confident we are. The more confident we are the more trusting we are of the givers of that confidence.

Is your blog giving that kind of confidence?

Are you helping customers believe you can help them experience a positive result—for free, no strings attached?

Step 3: Create cravings for more 

If you believe applying my advice will deliver a result a few things will happen. You might share this blog post with colleagues. You might help me increase awareness. But more importantly, you will be hungry for more helpful tips and short-cuts.

You’ll crave more from me.

Because when a writer clearly, concisely answers questions it always triggers more questions in readers’ minds. It causes prospects to become satisfied for the moment (“ah-HA, yes… I see now”). But it also allows them to start asking more questions in their minds … and wonder if the author has answers to THOSE questions too.

Effective content makes people hungry for more content.

Content that creates leads makes prospects think, “gosh, I wonder what else the author of this article knows that I need to know!” or “wow, I see the opportunity more clearly now; how can I get access to more of this kind of thinking?”

That’s how to effectively use blogging as a sales tool.

Blog articles that convert eyeballs to leads play on prospects’ desire to be more confident in themselves.

So ask yourself:

  1. Does what you publish, right now, solve a problem for the prospect or help them achieve a goal faster … in ways that creates confidence?
  2. Does your blog answer questions in ways that create hunger for more content?  
  3. Do your blog posts give prospects a place to direct their curiosity (in ways that generates leads)?

#3 above is the biggie. This is where the call-to-action comes into play. Knowing how to make an effective call to action is key.

To see an example of what I’m describing in action take a look at nearly every blog article you’ll find on this site or on

BONUS TIP: Focus on how and when, not what you say

When using blogging as a sales tool, be sure to focus on HOW and WHEN you use words rather than the ideas themselves. Beware of focusing too much on the “what” of blogging. This could be why prospects visit your blog, engage and leave.

Don’t get me wrong. You MUST invest time in what to blog about. Without being relevant to customers’ questions you won’t get discovered in search engines. Nor will you get engaged with. However, be careful not to put all your time-and-effort into “getting found.”

Make sure you invest in structuring words to create intense curiosity in readers. This is what drives them to move from engaging to entering into courtship with you.

By creating curiosity about EVERYTHING you can help prospects with, you create hunger for more content. When this tactic is executed correctly, the call-to-action is met eagerly by your prospect. What’s better than a call-to-action that is anticipated by a customer?

Good luck. Let me know how it goes for you.

Photo credit: courosa

About Jeff Molander

Jeff Molander is the authority on starting conversations with busy people. As founder of Communications Edge Inc. he teaches a proven, effective communications technique to spark buyers curiosity in sales outreach & marketing messages. He's a sought-after sales communications trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe. Jeff served as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with technology platforms like Facebook, LinkedIn, YouTube and blogs.

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