I’m sure you’ll agree:
It’s so darn hard to convince visitors to sign up.
Long gone are days of users finding an article online, noticing the signup button and clicking it to try the app.
For one, they have way too much choice today.
But also, users no longer trust new tools, at least not as much as they used to.
And so, the only way to entice them to try your app is by first converting them into leads and then nurturing them until they are ready to do so.
Luckily, that’s what I’m going to talk about in this post. I’ll show you 3 strategies to generating quality leads from your blog.
But First… A Quick Reality Check
Did you know that 68% of companies report struggling with lead generation?
Or that only 16.9% of marketers spend 15+ hours a week on lead generation?
And that 25% of marketers have no clue about their visitor to lead conversion rate?
At the same time…
71% of B2B marketers use content marketing to generate leads.
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
And nurtured leads make 47% larger purchases than non-nurtured leads. (source)
All this data paints a clear picture:
Lead generation is difficult. At the same time, it offers unparalleled opportunities for growing your user base, building a strong brand and increasing the MRR.
And here are 3 different strategies that you can use to achieve it.
1. The Newsletter Signup Strategy
Newsletter sign ups are on the decline.
After all, practically every website today tries to somehow convince visitors to surrender to their newsletter…
…all while they are becoming more and more tired of the inbox overload.
If you only launched a content marketing strategy recently and don’t have a huge audience yet, building a simple newsletter list might be a better option than investing in a full-blown strategy.
First, it’s the most cost-effective option.
It’s also the simplest strategy to implement. Practically every email marketing platform offers a simple way to collect emails through an online form. And many integrate with the most popular CMS systems right out of the box.
To implement this strategy:
- Create an enticing signup box and place it at the bottom of each blog post.
- Then, entice users to signup by:
Highlighting the benefits of reading your newsletter.
(Disclaimer, that’s my newsletter)
Displaying social proof to convince readers of your newsletter’s worth.
Or using a popup to push the signup box in front of every user.
And then, keep creating and promoting content that’s relevant to your target audience to attract large numbers of visitors to the blog.
Sure, your conversion rate will most likely be low. At least at the start anyway. Some of my clients see newsletter conversion rate between 0.4% to 2.5%. But given the little effort required in launching a newsletter signup, it might be worth doing it until you’re ready to move to a bigger strategy.
2. The Epic Content + Content Upgrade Strategy
The best way to entice someone to surrender their email address is by offering them something of value in return.
Like a full-blown lead magnet, for instance. We’re going to talk about it later in the post.
But did you know that you could also create smaller but highly targeted resources to generate quality leads for your business?
This strategy is called the content upgrade strategy and here’s how it works:
First, you need to create an epic piece of content (i.e. a long-form blog post, an ultimate guide or a highly detailed tutorial). It must be something that exceeds your audience’s expectations and provides an insane amount of value to them.
Why? Because this way it stands a chance to go viral and attract hordes of readers.
And then, you need to offer visitors additional materials as a bonus, naturally in return for an email address.
What’s unusual about this strategy is that you offer a resource unique for that very content you produced.
Instead of creating a generic lead magnet, like an eBook or a report that you then promote in almost every other piece of content on the site, you produce a resource that targets a very specific audience and offer them additional information they seek.
And what’s important, this approach guarantees insanely high conversion rates.
Together with one of my clients, Attach, we created a massive guide helping SaaS sales people to improve the way they deliver product demos.
We also compiled advice from the post into a checklist sales people could use to prepare for the next demo.
And the results?
The strategy achieved 21% conversion rate, generating 433 unique leads for the company in the first couple of days after going live (Disclaimer: data shared with the company’s permission).
3. The Full-Blown Lead Magnet Strategy
Out of all lead generation strategies (and there are many more beyond those that involve content), none is as powerful as offering long form assets for prospects to download:
- Free Tools,
- Checklists or Templates, or
- Email courses.
Unlike content upgrade, which works with a single piece of content only, you can offer a full-blown lead magnet through different channels:
The blog, by including calls to action at the bottom of each blog post relating to the problem your lead magnet aims to solve.
A dedicated landing page that’s optimized for specific keywords to rank it in search results.
Paid and social media ads and many others.
To launch a lead magnet strategy:
- Identify a problem a specific segment of your target audience experiences.
- Create a lead magnet that helps them overcome the problem.
- Build a content strategy around it and publish lots of content relevant to the problem that will attract visitors to your lead magnet.
It’s damn hard to convince visitors to sign up.
Users ignore sign up buttons, overlook your lists of benefits and scoff at your calls to action.
And so, the only way to convert them is by launching a lead generation strategy and intercepting them when they’re still researching the problem.
Fortunately, now you know the 3 ways you could use content to achieve it.
What’s left to do is get stuck setting up lead generation campaigns for your app.
Best of luck.