So you’ve got a website. And a blog which you hope gives you website leads. But you feel something is missing…
You may “sort of” update your blog every once in awhile. Other than your service pages, that’s about the extent of your online content.
If you have more than that, congratulations! Because you’re truly in the minority. Most businesses still don’t have a clue how to “do” content marketing – let alone email marketing.
But I hope to change this.
Here’s the thing: Most of the people who visit your website only visit it ONCE. And they never return. Take for instance my own site. Since January until today, about 93% of the visitors only swung by my site once.
Which leaves only 7% returning.
Now, sure… I hope to improve those numbers. Right now I’m the “shoeless shoemaker” but the point is it will always be a smaller majority of people visiting on a regular basis. The 80/20 rule applies to just about everything. For instance, about 20% of your clients provide 80% of your business’ revenue. 80% of your results come from 20% of your efforts. 80% of your web traffic comes from 20% of a few sources.
3 Ideas to Counter “Blog Fatigue” And Still Create Great Content to Attract Website Leads
I don’t know about you, but I definitely have those days when I know my blog needs some lovin’ but I just will sit there, staring at a blank Word document and say, “What on earth can I write about?”
If you have your own website, you know the drill. Bottom line: writing original content isn’t easy. It takes time, a lot of thought, and commitment.
The good news is that there are shortcuts for creating content. Below are a few of my favorites.
#1 – Ask industry leaders for their best tips
An “expert round-up” is a popular approach to create a collection of great tips from industry experts. It helps everyone – your reader, the influencers (who get promoted), and a quick way for you to create content without re-inventing the wheel.
#2 – Interview experts
I’ve done this and really enjoy it. It’s another great way to streamline your content creation while delivering valuable information to your audience.
How I did it: I found my expert and contact them (usually by email) to see if they’d be open to an interview. If so, I asked if I could send them a questionnaire which they could complete at their convenience and return to me.
A few of my interviews were actually phone calls. Be open to doing this since for many people, even having to take the time to sit and type out their answers could be too much. So offer to have a telephone chat in addition to the questionnaire form.
If you go the route of a call, I’d suggest using a service that allows the call to be transcribed. This will make it even easier for you when you use this content for a blog post. Once you have the transcribed call, all you (or a team member) will need to do would be to organize the formatting a bit to make it readable.
Bonus tip: You can use the interview as research for an original piece, publish the entire transcript, or use the audio or video separately. You can make any of those into a lead magnet to get people to opt into your email list.
#3 – Share behind-the-scenes information
Sharing your behind-the-scenes information has an automatic “secret way” vibe to it. And people love to discover something that isn’t common knowledge.
Share information about your unique processes, habits, tactics, and philosophy. Share “insider secrets” to demonstrate your expertise and prove your worth.
If you position this information as a way to save time, save money, make money, or make customers happy – there’s an excellent chance your reader will appreciate it. Connect what you do to how it could be used by your reader to advance them to the next level.
Giving Website Visitors A Good Reason For Sticking Around
Okay… let’s put that conversation in our back pocket for a moment. If you have a website and would like to get more out of it, you need to give your visitor a good reason for sticking around. And once a visitor does come by, it would be sweet-as-a-chocolate-bar to have something to give him or her before they scurry away.
Like a free… something.
Every website should have a lead magnet.
What is a “lead magnet?” It’s a piece of useful information given to a website visitor. It attracts potential leads like a magnet.
You can give all sorts of things away for free. But the best kind of “free” is content that can be downloaded and consumed at a convenient time for the visitor. Most popular are PDFs. They can be:
- A special report
- A white paper
- A case study
- A collection of your most popular blog posts
- A checklist
- A tip sheet
- A transcribed interview
Really, the sky is the limit. You can also have videos, podcasts, and demos as lead magnets.
If you can pull together information that is useful and valuable for your targeted audience… AND if it meets some type of need (or arouses curiosity)…
… then there’s a very good chance your lead magnet will do its job and convert your visitor into taking action.
With Marketing, Consistency Wins The Race
One of the toughest things about keeping a blog on a regular basis is coming up with fresh ideas for topics. Pulling together blog posts into a nicely packaged lead magnet is a great way to make your content do double-duty.
I face the same challenge as you. When you’re focused on delivering your product or service, it’s not easy to carve out time to update your blog. However, it is important because it’s one of the first places a prospective client or customer will visit when they’re checking out your business.
I just released a brand-new lead magnet which has a very special offer for those who want to improve their lead generation. Sign up for the free 96-page eBook, Marketing Shortcuts For The Overwhelmed Business Owner and look for the emails that follow. This is also a great example of what you want to do after someone has taken advantage of your lead magnet and opted into your list.
This eBook, by the way, will give you specific guidance so you’ll quickly break through that “tsunami of overwhelm” to actually get stuff done.
Keep on, keeping on… that’s our mantra!
Feeling overwhelmed as you try to figure it all out? I have a special website attraction program available where I coach you on what to do (and even do some of the work for you).
Schedule a chat. If you’re a good candidate, I’ll give you the details.
Don’t forget. Download the FREE 96-page eBook now and learn why a lead magnet is one of your best marketing strategies for getting more business leads.