B2B marketers who enlist the support of their fans and stakeholders to evangelize their blog can boost traffic, leads and sales. Here's how to do it.
Your B2B company has a successful blog. You’re creating remarkable content that your buyer personas love. You’ve been able to get an increasing number people to discover your blog. The number of email subscribers to your blog is increasing.
And those readers are being nurtured toward a sale or have already converted into customers. Congratulations! You’re crushing it!
But you can’t rest on your laurels, and Sales (and Management) are clamoring for more of those big, fat, juicy leads you’ve been generating.
What to do? Turn to your fans. Fall back on your base. Or at least the people who can help evangelize your blog’s content.
The trick to growing your blog readership with evangelists is to tap into networks of people who are already loving and willing to share your content.
Here are 5 ways to get your supporters to switch on your blog's afterburners and increase the number of readers, leads, sales and fans:
- Include sharing buttons. This is one of the most important things to include on your blog because of the amplification that comes from your readers’ networks. According to a BrightEdge study, websites with Twitter share buttons generate 7x more Twitter mentions than websites without. And don’t include a sharing button for every social media network in existence – just include the ones that you know your buyer personas use.
- Use blog content in your outreach efforts. When you write about other companies or people relevant to your readership, reach out to those who have been mentioned and ask them to share your content. Similarly, when you are responding to a press inquiry, provide links to blog articles you’ve written to establish credibility and increase the chances that you’ll become a resource to that reporter. This also works when answering questions in online forums such as on LinkedIn or Quora. If you have a post that answers the question and moves the discussion along, link to it.
- Solicit content from thought leaders. Thought leaders understand the value of guest blogging because it can dramatically help increase their exposure and following. If a thought leader is willing to develop content for your blog, they will likely share it with their followers, thus increasing your readership.
- Email your most engaged readers. Based on digital body language that shows which readers are engaged with your content (email opens, site visitation, social media shares, blog comments, etc.) build an email list for special messages to these fans to thank them for sharing and to encourage more sharing.
- Leverage your internal resources. Many of your employees, vendors and other “internal” stakeholders have their own social networks. These networks can be used (voluntarily, of course), to extend the reach of your blog. One handy tool for doing this is Gaggle AMP, a platform that lets companies extend their social media reach via employees and partners. Otherwise, you can email your internal network with suggested social media updates (with links) with a request to promote the blog content.
How else have you enlisted fans to increase your blog traffic?