How to Prospect Successfully with Your Blog in 2020

Blog today presents itself as a trendy digital tool with over 409 million internet users per month for WordPress blog alone. Having become a standard in any digital marketing strategy, it has a special significance for everything related to business prospecting. Learn how to make your blog your best prospecting ally!

Why capitalize on your prospecting blog?

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

  • A blog significantly strengthens your company’s notoriety on the web especially in terms of regular, varied and unique publications. There is no need to make your blog a simple copy and paste from the web;
  • With the content creation included in a blog, you can significantly improve the SEO of your website. Who says SEO optimized and hence qualified traffic. Your prospects thus become your Internet users;
  • With the help of regular publications, you establish the loyalty of your prospects, the habit of reading and the counseling needed for prospecting. Subscribing to your blog’s newsletter allows you to contact them personally in compliance with the rules for the protection of personal data;
  • If some articles provide fairly traditional content, others may generate strong reactions (of course positive) on the contrary and thus create virality of your content. Who hasn’t dreamed of seeing your 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 topics that interest them. Your customers have hearts too, so talk to them!

Build and Customize Your Blog in 8 Steps

segment target

Communicating on a blog requires you to accurately segment your various goals so that they interest you, but don’t overload the other goals with information for a message that doesn’t belong to them.

To do this, you need to determine a persona (your ideal customer) for each goal: what are their needs and expectations? His way of asking for information? The reason for it being His shopping habits? Segmentation of your target allows you to fix multiple potential customers at the same time, and therefore contact prospects ultimately leading to the traffic you should generate through your blog to your site.

take inspiration from competitors

The idea here is not just to copy the existing post or blog, but to see how the competitor’s blog is organized. You will be able to set a publication rate, a publication time, topics to be addressed, conversion plan for adoption, read time of your articles (number of words per article)…

You will also notice that a blog is not just about promoting your business, it is almost the opposite of what it should be. Talk (a little) about yourself, but specifically about what pertains to your prospects. They are looking for information, expert opinion, reassurance. By talking directly to them and the topic they want to address, you’ll attract their attention and further prove your expertise, an essential element of prospecting!

Design an Editorial Prospecting Line

A blog cannot be created in a few weeks, just as it is not enough for one article published per year. By creating your editorial line each year, you will give your blog rhythm and organization, but also your business prospecting. Take into account the seasonality of your offers (products, date of call for tenders, development of searches on search engines, etc.).

Also plan moments dedicated to news for the intervention of individuals, suppliers, partners, guests. Add to that the momentum driven by your R&D (new product launch, for example). Finally, choose a tone, an emotion, an SEO-optimized semantic field, and meaningful and impactful visuals.

Once this is all done, you will be able to plan publications while you want to time your prospecting through the blog. Updating a blog takes time, but that’s only as many leads as you’re bringing in.

Add moments of content moderation to the moment. Because, if your articles are useful, they should encourage discussion as well. So allow comments while limiting through backoffice moderation of your website.

Publishing is also networking

An unnetworked blog will just barely work, especially for prospecting. Therefore it is necessary to add a phase of network building to the launch of your website with a blog. Don’t hesitate to ask your own network to share the content of your latest articles. This is to generate interest among the people roaming around the said network.

Consider airing your articles on social networks, however, be careful to only do so in the direction of your goal. The idea of ​​a network isn’t to talk to everyone, but to get people interested who are interested in you as well.

Encourage your prospects to take action

To prospect effectively, you need to change quickly and well. So think about writing articles by offering a CTA (Call to Action, or Action Button) that will encourage your Internet users to contact you. For example we can use CTAs like “Request a Demo”, “Learn More”…

Publish here and elsewhere

Prospecting should go viral, like a whisper of word of mouth within your goals. To do this, don’t hesitate to feed your blog, but also other blogs. External publications (commonly called guest articles or forums) allow you to showcase all of your knowledge and expertise.

Ideally, the post can also contain a link to your website. The site is an example of a place to share articles with criteria of your choice.

sponsor your content

While the temptation to sponsor content is great, it must also be accompanied by an argument for business efficiency. So think about achieving that goal which will get sponsored content in less time. A publication has a very short life span, don’t sponsor it for several days!

writing room

Now is the time to take your best pen and start your prospecting project using your newly created blog. Whether you are the best writer (we tell you how here too) or you want to entrust this writing service, keep in mind that the main asset of an article is to be useful and unique. get started!

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