Blog Lead Generation: 8 Expert Tips for B2B & SaaS

If you run or manage a B2B blog as part of your company's marketing strategy, you already know that it takes an investment of time and resources into making it happen. But many brands aren't seeing a return on it. In my opinion, it's likely they aren't connecting their blog to their sales funnel and writing content that is focused on generating more leads.

Here are some quick actionable tips you can directly apply to any blog post to see increased views, click-throughs, and conversions:

• BAG it first

Writers note: This point previously said "secure the bag". I recently learned about how phrases like this are often thought of as slang but are really just cultural appropriation. Anything that is part of AAVE shouldn't be used in marketing or by people who look like me quite frankly! I thought it would be weird to change it without saying something too.

Inbound marketing, lead gen, and automation expert Miles Anthony Smith of Why Stuff Sucks gives us this tip: "BAG it first (Budget, Audience, Goals); begin with the end in mind by ensuring you create strategies and tactics that have the proper budget to achieve your modest or aggressive business goals. Then consider where your audience is already hanging out before you execute any marketing campaign."

Smith also shares a warning, "Resist the siren call of any specific marketing channel (SEO, social, content, ads, etc.) that you may get excited about, unless they fit the BAG model. Once you've done this," he explains, "then you can start to zero in on whether you should focus on short term (digital ads) and/or long term strategies (content/inbound/email) too and create a comprehensive plan with a variety of strategies and tactics layered on top of one another.

Remember it takes at least 7 different types of prospect marketing touches to get them to notice you."

• Connect funnel stages

When you're writing the blog post outline, put down which funnel stage your article is targeting. My go-to formula is 50% TOFU, 30% MOFU, and 20% BOFU.

• Build your ladder

I asked digital marketer, lead generation specialist, and LinkedIn Certified Profinder Chris Atkie of Marketing Verge what he thinks all B2B blogger should know. His advice? Use the value ladder system.

"Meaning - create a lower ticket offer (free pdf), middle of the road offer and then a higher end offer," Atkie explains. "Creating the proper funnel with exclusive content will allow users to see the value in blog writers content.

Once you have established this infrastructure first, now it's about getting the right attention. So power partnering with the right agencies that compliment what you're doing is a quicker solution to get clients to help build out the pipeline in the beginning stages along with other various social media organic channels. No need to pay for ads until you've mastered the organic process first," he says.

• Make it bookmark-worthy

When you're done writing, ask yourself is this the kind of resource someone will want to save for later? Having a strong title will grab the attention of someone who is busy or busy at the moment. And having a strong topic will grab the attention of anyone who has a need they're looking to fill.

• Fill out bios

One of the biggest issues I see with B2B and SaaS company blogs is that they leave their author space blank or use "their business name + Contributor" at the end of every post. And, I gotta tell ya, it's a waste of valuable ad space and a missed opportunity to connect on a more personal level with your audience. I'm not the only one who thinks so - tech sales consultant Mohammad Aoun of Conaxiom said this on the subject:

"[...] Make sure your complete personal details are included in your profile given at the end of blog post so that the people interested in the topic can reach out to you. Essentially you want to ensure they are able to follow you, email you, reach on a cell number, etc," Aoun advises.

He also adds, "Once they reach out to you it also helps build a subscriber list for newsletters or follow-up campaigns you want to run on them to keep them engaged even after they go away from your blogpost."

• Add in freebies

Downloadable checklists, tutorial decks, masterclasses, and more are all super effective add-ons that can connect the blog post content with your product or service. For example, if you sell a done-for-you solution, adding a template pack to your blog post will be helpful for readers but will ultimately lead to your automation tool for the same tasks.

• Use 2 CTA's

Add 1 CTA for every 1,000 words. In a 2,000 word blog post, that means putting a CTA in the middle and at the end. Advertise your other helpful resources in the middle and your top sales-related links at the end.

• Create holistic guides

This is your how-to content, your expert advice, and your statistic round-up pieces. All of which are ripe for backlinks and can really supercharge your SEO if you play your keyword cards right. PS check out this great article for some extra tips on how to make high-performing evergreen content.

Even more free expert advice!

Want even more personalized advice on how to make $$$ on your B2B blog sales funnel? Sign up for a free 30-minute blog review where I'll give you my expert opinion on what is or isn't working followed by some actionable takeaways.

Up next, learn what the heck PAA questions are and why this overlooked tool is a B2B blog SEO goldmine.