Developing commercial cleaning leads through business blogging will produce the best ROI of any promotional effort you can execute. While conventional marketing: publishing print ads, direct mail, and radio spots will produce results, you'll pay, and pay dearly, and those results are difficult to track. And while open and click through rates are decent for professional services businesses, emails don't generate leads.
Blogging for Business
A business blog has one foundational purpose: to generate leads.
A business blog article is not social content, so don't write about what happened at the dog park, or what you had for lunch. It's also not promotional, so don't write about the benefits of your cleaning company.
A business blog is designed to educate and attract potential customers.
Key Foundational Elements of a Great Business Blog Post You Must Have:
- It's focused on a persona or ideal customer.
- It's based on thorough keyword research.
- The theme is educational.
- It's a quick, easy read: 500 - 800 words.
- It has a consistent publishing schedule - at least one article / week.
Key Structural Elements of a Great Business Blog Post:
- A compelling title - A great title will both attract readers and give them an idea of what the blog is about.
- Interesting content - Engage the reader by making your blog post fun to read and informative at the same time. Don't be wordy. If you tend to be wordy, then write your blog but during your editing process, cut it down. Brevity rules.
- Media rich - Engage your audience with interesting photos, YouTube videos, or a slide deck.
- Links to other content - Add a few links to other on-line resources you think might be of interest. Don't be afraid to quote other sources but don't forget to give credit.
- A Call to Action (CTA) - Ideally, you want your readers to do something after reading your blog. Remember, we're talking about generating ROI from your website. A Call to Action is an offer, a free download, webinar, etc., that you give away in exchange for basic contact information such as a name and email address.
Converting Visitors to Leads
At this point, you've optimized your website, got going with social media, started blogging, and are now anticipating the ROI you'll receive from your new found passion.
The problem is, all your hard work isn't yet producing anything, and it won't, until you focus on conversion. Remember the last bullet point of having a great blog post - the CTA? Now it's time to implement a Call to Action. Ready? Let's go.
Key Elements of a Great Call to Action
- Coming up with an offer - You need to give a tangible item of value to your visitors. Your content offer (an e-book, tool, webinar, or other gated resource) is the first vital step in creating a campaign. Your offer should be target to your "ideal customer." It should be compelling enough to grab their attention and make them want to get it.
- Create a Landing Page - A Landing Page is the place where a visitor lands when they click a link to get your free offer. There, they're prompted to fill out a form to get your offer.
- Follow Through - Now that your potential customer has filled out your form and received your offer, you have his or her contact information. At this stage, you have many opportunities. You may contact them or present them with another offer. You have to weigh your decision carefully, as trying to close too soon could chase away the prospect, while giving away too much for free simply misses your goal of generating ROI.
Using Metrics to Qualify Results
This is the final stage. Hopefully by now you're seeing some results from your efforts. Measuring those results will mean the difference between growing your campaigns or soon becoming stagnant. Not only should your goal be to gain ROI from your digital media, but to see those gains increase over time.Here's where you'll need a way to track what's happening with your website and with Social Media. Aside from manually keeping a spreadsheet, you'll need some form of software. You could start with Google Analytics. It's free, and will show your visitor traffic, where it's coming from, and how much it's increasing over time.
Other software (that you'll have to pay for) is available that will track a lot more, including just how much ROI your'e receiving from a particular campaign, keyword strategy, or customer persona.
Key take-a-ways from this article:
- Blogging on your website is the best way to generate commercial cleaning leads.
- Business blogging differs from blogging about your favorite topic or hobby.
- Use CTAs to convert visitors to leads.