Here’s the only good thing about shopping at Costco on a Saturday: free samples. I hate crowds, parking, and waiting in lines, but oh man do I love free samples. And you know what? It works! I never would have bought that bag of sausages with the special sauce if the lady hadn’t given me a piece fresh out of her little portable oven.
Your blog is a kind of free sample. It gives a taste for the quality of your work, establishes trust, and is totally free! You don’t want your blog there just talking up real estate on your site. You want it to be a resource for your visitors—and ideally, you want it to be the reason visitors come in the first place (like samples on a Saturday). Because if people go to your site to seek out your advice on something, or your reviews of a new product, you’ve established yourself as an expert in the field and a trusted resource. That’s how you get good business, loyal customers, and great referrals. In short, it’s how you generate leads.
Establish Yourself as the Expert
Everybody claims to be the best in an advertisement. This is your chance to show them that you actually are the best. You can solve the very problem they’re coming to you to get solved. As an expert, you understand not only what you do, but what that particular customer wants. When you can demonstrate that, you’ve got yourself a sale.
Write Great Pillar Articles
Pillar articles are in-depth articles that serve to both establish your expertise and drive traffic to your site. Write about four for your site, each one 1000 words. Take your time, do your research, and ensure that they’re engaging, readable, informative, and helpful. That’s how you rise up the search results rankings and get more and more people checking out your business. This is one area you probably want to hire out for. Read on to see why.
Use Calls to Action
Calls to Action are your opportunity to upgrade that reader to a customer, thought perhaps not directly. Put an opt-in form at the end of the post and make them a subscriber. Ask a question to get them talking in the comments or on your forum. Ask them to share the post on social media. Or direct them to your online store. Done right, your pillar content brings in new traffic and directs them to customerhood.
Produce High-Quality Content
Because these articles are so so crucial to your business, get them professionally produced. Get a designer to put together infographics. Get a writer to write the post with calls to action. Get someone to do the research for it. Since this will be the first thing many see, you want it to be stellar, the best content on your site.
Everything on your blog should be providing value to your customers. Produce your posts with that in mind, then direct them to the part of your site that will most benefit them. You’ll have no problem generating leads.