3 biggest mistakes when blogging to generate leads

The 3 biggest mistakes when blogging to generate leads

  • By Jeff Molander

blogging to generate leads

Time to read: 3 minutes. Blogging to generate leads CAN feel effortless. Don’t take my word for it, take those of my students and colleagues. We’re generating leads using a practical, refreshing approach to blogging. Here are 3 BAD (yet popular) habits to avoid—and a proven system to generate leads. Copy it. Apply it in your life to drive more leads in less time.

Let’s start with busting a common myth: Blogging to generate leads demands we produce LOTS of blog content before anything else.

#1: Publishing frequently but failing to structure blogs

Yes, we need to blog frequently and “have a rhythm.” However, the pressure to crank-out TONS of blog posts causes problems.

In the rush to “just do it” we risk forgetting the basics of effective blogging. We forget to:

  1. start with customers pains, goals, fears, ambitions or cravings and
  2. structure blog posts to teach, guide or answer in ways that
  3. create 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 making sure you follow the structure above. Form the habit. Start putting this process to work for you. Need some help? That’s exactly what we do each month in the Make My Blog Sell for Me lead generation course. Join us and learn step-by-step.

#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!

blogging-to-generate-leads

Attaining Google Authorship status also elevates blog articles you write elsewhere too (e.g. guest posts). Bottom line:

You’re losing visibility if you’re not aligned with Google via Authorship.

There are many benefits of Authorship including:

  • Being associated with Google’s trust
    (you are branded by Google as a quality-focused writer/publisher)
  • Quicker indexing of your blog content
    (usually within a day or two)
  • Defeating plagiarism by telling Google “this is really me”
  • Becoming an authority in your subject area—in the eyes of Google!

In the eyes of customers, being a Google-approved Author says, “this link isn’t just the result of robotic SEO manipulation… it’s from a human being who you can learn more about.”

#3: Investing too much time writing “epic content”

For a long time I invested time in writing really effective blog articles—the kind 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.

Write, FIRST, for search engine ranking. Don’t neglect proper form. Structure your words to create behavior. Use an effective blog post writing template but don’t over-invest your time.

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 #1 above
  • 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 because you know beyond Google, you can:

  • earn attention & clicks with magnetic headlines
  • convince prospects to read the entire post with a lead paragraph that gets them hungry
  • make customers crave more advice from you by timing the release of advice
  • convert that craving into a sales lead using an effective call to action.

The process is quality-intensive. But this can be a trap!

It’s very easy to over-invest time in a post that nobody will ever read. You don’t want that. So don’t do it!

Want to learn the above process? Take my free social media sales training course to get started.

Write to get found first

The most important factor to your success at blogging to generate leads is GETTING FOUND. 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.

Remember: two scenarios are very possible. “It’s not IF but WHEN,” as they say. It will happen to you. Failure happens!

Google sometimes does NOT ranking our articles prominently … OR … if it DOES … sometimes prospects don’t click to read. Of course, your Web page title (appearing in Google’s results) may not be compelling enough. You can try to adjust that.

But the lack of visitor traffic may also be due to the LOW number of prospects searching that particular keyword term. Your research may have missed the mark.

Either way, 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.

What does proper form look like? Learn it for free right here.

Photo credit: Jeremy Brooks 

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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