Public Relations & Social Marketing Insight

Supply is way up, and demand is relatively flat. The increased competition means understanding how your prospective buyers research and buy is even more critical.

I’ve spent the last year studying the changes in prospect behavior, and I’ve come to the conclusion that we’re looking at another revolution -- which heralds the second act of inbound marketing.

Here’s what that means for you, your prospects, your business, and your 2017 marketing plan....

We all know it, blogging drives traffic to your website and is a source of lead generation. In fact, 79% of companies that have a blog report a positive ROI for inbound marketing this year. The truth is, much of the content we read online every day is from a blog, making it one of the most viable sources of lead generation.

From my experience, blogs are usually entry pages, where visitors enter the website organically by using a search engine. This makes tracking the bounce rate incredibly important.
For those that do not know, a bounce rate is the percentage of people who arrive on your site and leave without visiting a second page. Typically, a blog post will carry a bounce rate of 70 to 98 percent, which is high compared to other types of pages on a website.

In my mind, the purpose of a blog is to educate your visitor on a particular topic, while giving them relevant offers to entice them forward in the buyer’s journey. That is why the anatomy of our blog post is so important, it must give the right amount of information and have the right structure to spur action. Here are a few things to keep in-mind for your blog post anatomy for lead generation....