Why Your Blog Isn’t Generating Leads
Countless businesses and individuals rely on the blog to generate leads. It’s a good strategy in theory. If your content is compelling enough, it will demonstrate your expertise, improve your brand visibility, and encourage readers to take a next step, like filling out a form or contacting you directly.
But in practice, generating leads from a blog is more challenging – and, at times, more frustrating.
What can you do if your blog isn’t generating leads?
The first step of the process is recognizing why your blog isn’t generating leads, so you can come up with targeted strategies to correct those issues. What follows are some of the most common reasons why blogs don’t generate a steady stream of leads.
You Don’t Have a Target Audience
First, it’s possible that you don’t have a specifically defined target audience. Many people who jump into the world of blog content writing for the first time start writing generic content, hoping to appeal to the widest possible audience. This isn’t necessarily a bad intuition, since targeting more people can be a good thing. But if you want to generate leads, you need to know who your target audience is – and target them effectively. Niche, specifically focused content tends to perform much better than generic content.
You’re Targeting the Wrong People
If you do have a target audience, it’s possible you’re targeting the wrong people, or that you’re targeting the right people in the wrong ways. Market research should guide you in your understanding of who your target audience is; what defines these people, what are their perspectives, and what are their goals? Are these people likely to buy your products and services?
Surveys and focus groups can help you identify “bad fit” target audiences. They can also help you pinpoint the type of content that your target audience wants to read; if you’re not providing this content, you need to update your strategy.
You’re Only Producing Written Work
Not long ago, blogs (and the web as a whole) were dominated by written content. But today, consumers want to see more variety in the content they consume. For example, video content is exceptional for lead generation. Video is viewed as faster, more engaging, and more convenient; it also has higher conversion rates in many cases. If you want to step up the quality and appeal of your onsite content, it’s important to incorporate video, audio, images, and other forms of multimedia content.
Your Content Is Weak
If your content is weak or unappealing, you’re not going to attract any leads. These are some of the most common problems found in weak content:
- Lack of value. What value does your content offer to readers? Do you provide them with information? Do you entertain them? Does your content serve some specific, important purpose?
- Lack of depth. Are you exploring your topics in sufficient depth? Do you offer original insights and robust research?
- Lack of personality. Does your personality shine through in your work, or does it read as bland and generic?
You Have Too Much Competition
If you have too many competitors, and no real way to differentiate yourself, the potential of your blog will also suffer. People won’t be interested in buying from you if they’ve already bought something similar from one of your competitors.
The best way to resolve this problem is to find a way to make yourself more unique. That could mean identifying a different niche to target, positioning your content differently, or offering more value than your competitors. Once you find a way to differentiate yourself, highlight it as best you can.
You Aren’t Using Effective CTAs
Every blog post you write should have a call to action (CTA) – a prompt that encourages readers to commit to some next decision, like filling out a contact form or making a purchase. Without this specific direction, most users aren’t going to naturally take action on their own.
It’s also important to tinker with your CTAs to make them as effective as possible. Experiment with different wordings, different placements, and different incentives. Only through experimentation will you figure out what works best for your target audience.
You Don’t Promote Your Blog
Even with the best written content on the web, it’s impossible to generate leads if you’re not getting sufficient traffic. If you don’t actively promote your blog, nobody will be capable of discovering it. There are many strategies that can help you promote your blog, including search engine optimization (SEO), social media marketing, email marketing, pay per click (PPC) advertising, link building, and more; take advantage of these to achieve greater traffic and lead flow.
Once you address these most common reasons why blogs don’t generate leads, you’ll be in a much better position to get the lead flow you’ve always wanted. Your path to success may not be straightforward, and you may not see results right away, but if you’re willing to remain adaptable and continue improving both your content and your offers to customers, eventually, you’ll be in a position to succeed.