Publish Great Content

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Professional services firm marketers can maximize the lead generation potential of a niche practice blog with a few simple rules:
1.Publish Great Content. While you might think that to get more leads you need to publish more sales content about your products and services, you are wrong. That type of content is not interesting to your prospects, and few of them will read it. Publish content that is useful to your prospects, and lots of them will find it. The first step is to build a big audience so you have more people to try to capture as leads. Better, more interesting blog content means more readers.

2.Create Compelling Offers. Once people in your target market are reading your blog, you need to entice them to get to know you better and become a lead. Offers are what you offer people in exchange for their contact information. One offer is not enough. For instance, the bottom of this article has an offer for 21 Marketing Charts for professional services marketers to watch a webinar about blogging. The offer is targeted to the content of the article. An offer to watch an SEO webinar would not work as well, because the readers are not thinking about search engine optimization. That makes sense and is a natural next step. In addition, your offer should not be "request a demo" because people reading a blog article, are not ready to jump all the way to watching a demo. They usually want more education first. Let them take the natural next step.

3.Test Killer Calls to Action. The Call to Action is what people click on to receive the offer. It is basically the sales pitch for the offer. You want to rotate different versions and test lots of these in order to get more people to notice them and click on them. Trying different colors, fonts and placements is important, and all of this can take some time to test and analyze yourself. We have calls to action in square buttons on the side of the blog, at the bottom of each article with text and an image, and sometimes we put them other places too. You can rotate all of these manually to try to find the ones that get more clicks.

http://www.vitbergllc.com/inbound-marketing-programs-and-strategies/ http://www.vitbergllc.com/

http://www.vitbergllc.com/Professional-Services-Marketing-Digest/blog/


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