Blogging on your website is one way to get found, but Guest Blogging on other websites is a way to drive highly targeted leads right to your doorstep.
With some properly placed guest blog posts and some well-defined guest blogging techniques, you have the ability to drive business leads for your business tomorrow with a guest blog post today.
Here are a few of our secrets to identifying the best opportunities for guest blogs, connecting with those editors who control the blog, writing a guest blog post that helps your site get found while driving leads and, last but not least, tracking which sites are working and which ones are not.
Identifying – You have to do some research. Typically, this is performed during the planning phase of our strategy creation. You are going to want to identify all of the bloggers that are already talking about issues and challenges faced by your prospects (and they are definitely out there). BuzzSumo is a great tool for doing some of that research in an automated fashion.
Connecting – Unfortunately, there isn’t an automated or expedited way to connect with these people once you find them. You have to do it the old-fashioned way. That means reading what they are writing about, following them on Twitter, messaging them on Twitter, retweeting their posts and then reaching out with some additional content for them to consider. One way we accomplish this is by emailing them some of our blog posts so they are able to read what we are writing about, see how we advise (rather than sell) and ensure that what we're writing about matches the type of content they want on their blogs.
Creating – Now you have to deliver. Because you are writing for their “baby,” they are going to be counting on you to deliver. You have to meet all of your deadlines and follow all of their rules. Working with a schedule is helpful. Try to get in a regular rhythm with the blogger. A weekly or monthly cadence would be best. Make your guest blog post keyword- or question-focused, meaning it helps you from a search perspective. Build three to five links back to your website into your copy. Include the picture you want to use and make sure it has a hyperlink as well.
Converting – Guest blog posts are just as effective at lead generation as they are at driving new visitors to your website. But only if you apply the right methodology. Every guest blog post for our clients includes an additional CTA (call-to-action) button at the bottom. If the editor won't allow us to include one, we might choose to pass on the opportunity. This means each guest blog post is able to drive leads for your business.
Analyzing – This is an important and often overlooked element of inbound marketing. Today, we get real-time feedback on which blogs are effective and which ones are not. By creating dedicated landing pages with unique URL tracking codes, we are able to know exactly how many people shared the guest blog post, how many people visited the landing page and how many visitors turned into leads. Knowing which content is driving leads is critical to optimizing your inbound marketing over time.
Start Today Tip – Today’s tip is simple: If you don’t already have a marketing strategy and tactical inbound marketing plan for 2014, put everything on hold to create one.
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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.