How to succeed in prospecting with your blog in 2020

The blog is now a trendy digital tool with more than 409 million users per month for WordPress blogs alone. Having become a standard in any digital marketing strategy, it is particularly important for everything related to business prospecting. Find out how to make your blog your best prospecting ally!

Why capitalize on a blog for your prospection?

There are many reasons to explain the interest of a blog linked to your website. Here we will try to give you the most important elements:

  • A blog considerably enhances your company’s notoriety on the web, especially in the context of regular, varied and unique publications. No need to make your blog a simple copy and paste from the web;
  • The creation of content that a blog implies allows you to significantly improve the natural referencing of your website. SEO means optimized and therefore qualified traffic. Your prospects thus become your Internet users;
  • With the help of regular publications, you build loyalty among your prospects, a reading and consulting habit that is essential for prospecting. Subscribing to your blog’s newsletter may allow you to contact them individually, in compliance with the Personal Data Protection Regulations;
  • If some articles propose rather traditional contents, others can on the contrary provoke strong reactions (positive of course) and thus create a virality of your content. Who hasn’t dreamed of seeing their article on the most important websites?
  • Finally, a blog is the essential element to give meaning to your prospecting, to talk to your customers on subjects that interest them. Your customers have a heart too, so talk to them!

Create and optimize your blog in 8 steps

Segmenting targets

Communicating on a blog requires you to accurately segment your different targets in order to interest them, but also to avoid overloading other targets with information for a message that does not concern them.

To do this, you need to determine for each target a persona (your ideal customer): what are their needs and expectations? What are his needs and expectations? How does he look for information? What is his or her purpose? His buying habits? The segmentation of your target audience allows you to determine the number of potential customers, and therefore the number of prospects to contact, and ultimately to generate the traffic you need to generate on your site via your blog.

Drawing inspiration from competitors

The idea here is not to simply copy an existing communication or blog, but to visualize how the competitor’s blog is organized. You will be able to determine a publication rhythm, a publication time, the themes to be tackled, the conversion scheme to adopt, the reading time of your articles (number of words per article)…

You will also see that a blog is not about promoting your business, it is almost the opposite. Talk about yourself (a little), but mostly about what concerns your prospects. They are looking for information, expert advice, reinsurance. By addressing them directly and on the subject they wish to discuss, you will capture their attention and prove your expertise, an essential element of prospecting!

Design an editorial line of prospecting

A blog is not created in a few weeks, just as a simple article published a year is not enough. By creating your editorial line annually, you will give a rhythm and organization to your blog, but also to your commercial prospecting. In this way, take into account the seasonality of your offer (products, dates of calls for tender, evolution of search engine searches, etc.).

You should also allow time for current events and for contributions from personalities, suppliers, partners and guests. Add to this the pace set by your R&D (new product launch, for example). Finally, choose a tone, a spirit, an SEO-optimized semantic field and visuals that speak for themselves.

Once all this has been done, you will be able to plan the publications, while respecting the time you wish to give to your prospecting via the blog. Updating a blog takes time, but it is as many prospects that you will bring to you.

Add moments of content moderation to all this time. Because, if your articles are useful, they should also encourage discussion. Therefore, allow comments while limiting them via moderation in the backoffice of your website.

Publishing is also networking

A blog without a network will only work with difficulty, especially for canvassing. It is therefore essential to add a networking phase to the launch of your website containing a blog. Do not hesitate to ask your own network to share the content of your latest articles. This is to generate interest among people around the network.

Remember to relay your articles on social networks, but be careful to do so only in the direction of your target. The idea of the network is not to talk to everyone, but to interest those who interest you as well.

Encouraging your prospects to take action

To prospect effectively, you need to convert quickly and well. So think about writing articles by proposing CTAs (Call to action, or action buttons) that will incite your Internet users to contact you. We will take for example CTAs such as “ask for a demo”, “learn more”…

Publish here and elsewhere

Prospecting should be viral, like word of mouth whispered among your targets. To do so, do not hesitate to feed your blog, but also other blogs. External publications (more generally called guest articles or forums) allow you to expose all your know-how and expertise.

In the best case, the publication may also contain a link to your website. The site is an example of a place to share articles with the criteria of your choice.

Sponsor your content

While the temptation to sponsor content is great, it must also be accompanied by a logic of commercial efficiency. Therefore, think about qualifying the target that will receive the sponsored content within a limited time frame. A publication has a very short lifespan, do not sponsor it for days!

Editorial space

Now it’s time to grab your best pen and start your prospecting project with your freshly created blog. Whether you’re the best writer (you’re also told how here) or you want to delegate this writing service, keep in mind that the main asset of an article is to be useful and unique. Go for it!

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