5 Reasons Your Company Blog Is Failing to Bring in Leads

Feb 23, 2012

Over the last five years, company blogging has really taken off. A tiny fraction of those businesses are succeeding in their efforts, using blogging as a way to bring in leads through their sales funnel and converting those leads into paying customers.

So why isn’t your blog doing the same?

1. Your audience isn’t who you think they are.
There is often a huge disconnect between the audience that a company thinks they have and the audience who’s actually reading their blog. This is usually due to a simple lack of promoting your content to the people you want to see it. Don’t assume that because your current customer base is married Boomer women based in Manhattan your blog is attracting that demographic. You might be using language that single Millennials are using in their web searches, and if your product doesn’t appeal to them, you aren’t going to make a sale. And speaking of language…

2. Your voice and tone aren’t correct.

A key thing that many companies forget when jumping into the blogging pool is that the voice and tone used to write the blog need to fit in seamlessly with their company brand. Otherwise, they run the risk of turning off current customers and not attracting the right new ones.
Your company’s voice is your overarching verbal personality. What this means is that your voice online has to be the same voice that is used in other types of print, television or radio marketing. It has to be the same voice that sells your products and services. If it’s not, customers are going to get confused and leave. The tone of your writing also has to be taken into serious consideration. You want to make sure your content gives off the message that you’re shooting for. If you’re writing a congratulatory post about something a competitor did well, you want to make sure you sound sincere, not sarcastic.

3. Your blog is too sales-y or too dry.

We can all agree that the end goal of blogging, along with every other marketing and sales strategy, is to sell and make a profit. This is an excellent goal to have, but blogs need to practice a little discretion. Readers don’t want to be bludgeoned over the head with marketing-speak, nor do they want to read a sales pitch. People read blogs to learn things, and if you aren’t giving people information about a topic that they’re searching for, they aren’t going to stick around.

4. Your blog is too personal.

For argument’s sake, let’s say you run a dry cleaning business, and you decide to blog to bring in more customers and to be seen as an expert in your field. Chances are high that when someone ends up on your company blog, they expect to see basic laundering tips and information on how to get stains out of clothes. But imagine that they arrive on your blog and are met with a post that talks about Jennifer Aniston’s latest beau. It’s not cohesive and it has nothing to do with your business. If that was the reader’s first introduction to your company, you just lost a sale.

5. There’s no call to action.

This is a big one because many companies get frustrated when they spend time and money to design an attractive blog layout, pay for professional content, and manage comments and feedback. If you do all of these things, surely people will read your content and then buy your products? Well, no. That is, not if you don’t tell them to. This sounds a bit conflicting since Point 3 is “Don’t make your blog too sales-y.” But you can’t expect your audience to read your mind. If you want them to fill out a web form, call a toll-free number for a quote, or sign up for your email newsletter, you need to tell them to do so. Your entire blog post doesn’t have to be a sales script, but it certainly needs to give people directions to the next step.

These five tips should help any business owner or marketing manager get started on the right track with a worthwhile blogging strategy.

Lauren Fairbanks is a partner at Stunt & Gimmick's, a digital marketing firm that specializes in content marketing, search engine marketing and SEO. Email her at l.fairbanks@stuntandgimmicks.com.

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