Are Blogs Effective for Lead Generation?

Paul Chaney of Radiant Marketing Group has written an interesting post called Thoughts on Using Blogs for Marketing Purposes. More specifically, the post seems to be questioning the benefits of lead generation for blogs.

He's mulling the results of two very different blogs he helped organizations launch. He did all the right things: good and frequent content, submission to the blog directories, press releases, and so on.

Unfortunately, the traffic and the leads just aren't as plentiful as he would like.

Without reviewing the blogs themselves--they're not mentioned by name or linked from his post--it's impossible to tell why they're not getting the traction the organizations hoped for.

Are there just too many blogs being launched right now? Has the bloom gone off the blogging rose? Is it just a matter of "data smog," as Michael Levine would say?

Maybe the two companies themselves are to blame. Perhaps the content isn't compelling enough, or the calls to action not persuasive enough.

Or maybe blogs aren't the right tool for lead generation. At least not yet, or by themselves.

Although I've heard stories of people who have increased their business sharply by using blogs, these seem to be the exception, not the rule. Blogs may be stronger tools for communication, rather than for selling.

Maybe calling blogs to task for generating few leads is like blaming Wal-Mart greeters when sales go down. In other words, maybe that's not the role of blogs.

What if (business) blogs are like greeters? A method of introducing your brand, and establishing yourself as an expert?

"DVD Players? You'll find them in the electronics department."
"Advice in ranking higher at Google? You'll find it in our Search Engine Marketing category.

But they're not your sales force. Or even your lead generation tools.

Wait, the coffee's flowing now...and the metaphors are flying.

Maybe your blog is like the supermarket employee who's giving away samples of arugula salad, or pork tenderloin in a new Asian sauce. Like the flavor? Here's the recipe, and here's the aisle you can find it in.

Although my blog isn't the lead generation tool I think it can be, I do get a number of people who signup for flyte log--our email newsletter--through it. I don't ask them to subscribe, instead I ask them to download the free article (currently 10 Questions to Ask Before Setting Up a Web Site) which requires them to sign up.

That leads prospects down the sales pipeline. The blog is the free sample. The white paper/email newsletter brings them to the aisle where they can buy the product.

Blogs may be an important tool in lead generation, but for most businesses, it should be used just to whet the prospect's appetite. You'll need to offer a compelling benefit to get them to take the next step.

For a related article, check out How to Give Away Free Stuff on Your Web Site.

Rich Brooks
Thinking About Business Blogs

Comments

[Paul Chaney]

Good insights all, Rich. Maybe it's just too soon to tell. Using blogs as a direct response mechanism is still in its infancy. But, at this point, I'd say you're right.

[Jmskye]

Blogs are definately on my list as a recent source of daily joys. Funny, the more I read, the more I find blogs to be in this sort of identity crisis. Stuck somewhere between - trying to find a distinct purpose, and trying to monetize visiting traffic. Is it communication, or information? Community or the glorified newsletter? A real person, or a program built specifically to draw and post other peoples articles or content by keyword. Keep on the trail my friend, and if you find a solid system definatly let us know. :)I'll be trying my own experiments on blogging here on a new affiliate marketing blog. It’s based on scientific test results.

[Chad Horenfeldt]

I definitely think that blogs can be used as lead generation tools. I've created a post on this called: Using Blogs as a Lead Generation Tool.