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A couple of weeks back, I addressed the content marketing strategy that is…blogging.

I explored three reasons why blogging might not be generating the results you want for your building products company. You can read that very article here.

In today’s post, I’ll be offering three more reasons why your blogging might not be generating those leads.

Let’s dive right in…

Reason #1: You Have No Clear Next Steps

In marketing terms, we call this a ‘call-to-action’.

After the reader has read your blog post, what do you want them to do next?

The idea is that you direct your reader to other high-value areas on your website. You may prompt them to download a free technical resource; you may even send them to a CPD sign-up page.

Whatever it may be, your reader’s journey shouldn’t start and end on your blog post.  

“The CTA is the bridge between the piece of content your reader is currently consuming and the conversion opportunity you want them to take. If you don’t have a CTA, you’re immediately missing out on the easiest way to drive readers to convert”. IMPACT Marketing.

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Reason #2: You’re Missing Links To Your Most Valuable Content

Similar to a CTA, you should use your blog as an opportunity to link to your most valuable content. Whether it’s product pages, related posts or case studies, the more time a prospect spends on your site, the more chances you’ll have at building a strong, trusting relationship.

When browsing a website, do you ever consume content and open further, related content in a new tab? That should be the aim of your blog post.

Also, if an engineer, for example, lands on your blog through organic search, chances are they won’t be staying on your page very long. They’ll want to learn as much as they can about your product/solution, in an efficient way.

So, the sooner you explain how your product/solution will make their life easier, and the sooner you can link to appropriate spec documents, the better.

Reason #3: You’re Not Promoting Your Blogs

Finally, one of the biggest reasons why your blogs aren’t generating leads is because you aren’t promoting them enough.

So, what does that look like?

Sharing your blog posts on social media is a great way to spark up a conversation and connect with others in the space.

But, simply sharing the blog post on your company’s profile just won’t cut it.

Encourage your sales reps, estimators and other team members to share your blog posts. Chances are their connections are much more ‘valuable’ than the people who follow your company profile.

In other words, your blog post is more likely to get read by the people whom you want to read it: Leads!

In terms of the best social media platform for building products companies, we would suggest LinkedIn. It’s the most widely used social media channel for B2B.

So if you haven’t already, social media needs to be factored into your 2021 strategy.

Conclusion

So, there you have it: three more reasons why you aren’t generating leads through your blogging efforts.

Need help with your 2021 content strategy?

Don’t hesitate to get in touch with one of the experts here at Insynth.

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ABOUT INSYNTH 

Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.  

They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity.  

As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients. 

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Rich Newsome

Written by Rich Newsome

Rich is Head Writer at Insynth. He brings with him a passion for creating engaging content and building strong client relationships.