40 Hotel Rooms And 2 Bookings Only: The Manager’s Pain Point

Today’s digital media landscape offers different ways on how to promote hotel website. Unfortunately, a lot of business people still assume that online marketing is for online businesses only.

But is that really true?

Based on this exact assumption, many hotel business owners, managers and marketers keep on operating with the same old script. And that means getting the same old results they’ve always had from doing the same thing over and over again.

Hence, the low booking revenue situation got some people trapped in a frustrating puzzle wondering; what exactly is wrong?

So one day on a cool Monday evening, I was seating with some friends at a city hotel.

Just very close to the reception desk, a guy who seemed to be the manager asked; how many bookings did we record yesterday?

As a digital marketing consultant that had worked with other local businesses, I picked some listening interests.

The young lady responded, ‘two Sir’.

Both of them stared at themselves for some brief minutes and the manager went away.

While this may not describe your own exact experience or current worries, am sure you have the desire to increase your hotel room booking and revenue.

One interesting fact is that having the highest number of rooms and best facilities won’t bring in customers.

Thus, if your hotel marketing strategy is effective enough, it will begin to affect daily revenue generation. I bet you don’t enjoy paying salaries and other operating expenditures without impressive ROI.

Interestingly, for those who are barely breaking even from month to month as a manager, two things might be your problem right now.

  • Hotel Marketing Strategy Without A Budget

Think it is location and signage that matters most, think again. Waiting for customers to come to you won’t affect your financial performance numbers positively.

And it is not a good competitive hotel marketing strategy.

You may say you have a number of affiliated taxi drivers that bring customers, but that couldn’t be enough. One fact is that they will always depend on stray prospects only.

On the other hand, one hundred percent (100%) dependence on referrals won’t make as much change as you desire either.

Sure the revenue potential is there, judging by the number of rooms and facilities in your hotel.

  • Dependence On Traditional Marketing Medium

One day, it just occurred to me that:

‘Life’s real possibilities are not as limited as our awareness of their existence.’ Something I never thought possible just happened in my presence within a single hour.

One man stated something that reads like ‘how can we know what we don’t know when we are constantly using our knowledge all the time’. I guess you know who Albert Einstein is.

How can we?

The thing is that dependence on our limited knowledge and experience of what is possible excludes us from real possibilities that are currently unknown to us.

I see this type of exclusion happening in business and marketing contexts very often.

For example, you may have some theoretical knowledge of how to promote hotel website, but if you don’t put those ideas to work you’ll be excluded from the potential benefits.

In that case, what is practically possible if you should start promoting your hotel business website will remain unknown to you.

So as for 100% dependence on traditional marketing medium, it excludes people from the benefits of online marketing strategies for hotels.

If you have 40 – 100 hotel rooms plus high grade event spaces, but your revenue generation rate is convincingly low, then you have to do something different. One fact you should understand is that doing what everyone else does won’t make much difference.

By traditional medium, I mean radio, television, newspapers, billboards, posters, flyers, signage etc. While they still work in some cases, it is not enough in a competitive environment.

Practically, there is nothing wrong with these mediums. I’m aware they still work. But smart people don’t stop there in this day and age.

Now you may say something like, we have a website with online booking system. Congratulations.

But the fact is that merely having a website won’t bring you hotel booking customers. Having Facebook and twitter pages won’t cut it either.

Question, what measurable results have you gotten from your website and social media pages since creating them? Do you have an idea of how many qualified prospects coming to your website daily, weekly or monthly?

And just like the prospects that come to your front office to make booking inquiries, your website traffic (visitors) also flows that way.

The remaining part of the post details some ways on how to promote hotel website if you already have one.

But if you don’t have a hotel business website, you may consider starting a friendly conversation with an expert that has marketing experience.

Hotel Marketing Strategy For Proactive Managers/Marketers

#1: Google Search Engine Marketing

It may interest you to know that most of the centralized hotel booking sites you know depend largely on search engine traffic.

The strategy is to attract people who are actively searching for hotels in different locations.

And almost all of the booking sites have daily, weekly and monthly budget for this quality traffic source.

However, nothing stops a marketing manager in a hotel with sizable number of rooms to invest in constant inflow of search engine traffic. By adding this to your hotel marketing strategy, you’ll experience the benefits beyond paying for visibility alone.

I bet that you, my reader had used Google to search for one product or service in the recent past.

Just as a testament to whether search engine traffic is profitable, Jumia, the leading ecommerce retailing company in Nigeria stated that 76% of their sales in 2016 came from mobile search engine traffic.

With Google search engine marketing, there are two main options.

  • Organic Search Engine Marketing

This is a process of improving the quality and eligibility of your website for inclusion in Google search engine result pages.

To get the best ranking and results, it requires an ongoing month to month optimization process.

With this option, you don’t have to pay money directly to Google to include the links to your website in the search engine result pages.

The screenshot below shows the unpaid listing results of my search for ‘affordable hotel rooms in Ikeja Lagos’. (add shot).

To start getting the benefits of SEO for hotels, it is either you learn and do the work by yourself or you hire a digital marketing expert. Engagement plan could either be as full time job or consulting basis.

This one shows the clicks and traffic volume delivered to a client website via organic SEO. We use Google search console to track this.

On a deeper level you could go further to learn about the optimization process.

This process includes things like like keyword research, long form content writing, on page SEO, link building and analytics.

  • Google Paid Search Advertising

In many ramifications, this is a direct opposite of search engine optimization.

First you have to pay money for Google to include the links to your preferred pages in their search engine results page. Here is how Google adwords work.

You use some selected keywords to set your advert including location targeting preference.

And then when prospects search for keywords like ‘100 person event hall in Lagos’, a link to your page that shows event spaces will appear.

Consequently, someone clicks that link to visit your event space information page, Google will charge your adwords budget account for each of the clicks generated.

That is why it is called pay per click sometimes. Note here that you are paying for real visitors, not visibility only. And you are attracting them only the time they are actively searching for hotels in your target location.

You can as well set some of your adverts to be shown on mobile devices only.

Note that it is not everybody who arrived on your website will end up becoming a customer.

However, buyer intent keyword targeting, A/B testing and data driven conversion rate optimization will help to maximize ROI on your hotel marketing budget.

See sample Google adwords advertisement below for a local hotel in Colorado, USA. (add shot).

For further detailed learning, you can search for things like Google adwords call extension, call only ads, adwords retargeting, PPC bidding etc.

Remember that the main objective is to bring a growing number of people actively searching for hotel rooms and event spaces to your website. And then convert a percentage of them into booking customers.

And then convert a percentage of these qualified prospects into booking customers.

In practical terms, most of these people do their searches with two main intents – to identify hotel location (copy address) and compare price before the actual online or offline booking.

#2: Facebook Advertising

Regardless of your age, I can guarantee by 98% that you have an active account on Facebook.

If that is correct, then it means again that you could be one of the 900+ million people in the world who use Facebook on their mobile phones daily.

It also means you belong to several other demographic segments.

The fact is that hundreds of thousands and  even millions of people like you and I spend good amount of time on social media every day.

Because of mobile smart phone penetration and other trends, the number of people spending 40+ minutes on Facebook daily is also on the rise according to business insider.

Interestingly, there’s no demographic you can think of that aren’t represented well on the big Blue social network.

In 2106, Sheryl Sandberg, Facebook’s chief operating officer stated that the number of advertisers on their network now hovers above 4 million.

And if you look at the Facebook ad case studies on their own page, you’ll get an idea of industries to which these advertisers come from.

So because it delivers measurable business value, many business owners and marketers across the world use it.

Both for growing website traffic, lead generation, increasing sales volume and building brand awareness, Facebook ads work for big and small business alike. Done very well, it will also work for your hotel.

With Facebook advertising you can target prospective hotel booking customers based on their age, gender, location, industry, interest and a whole lot of other demographic metrics.

Check this complete guide on Facebook audience targeting.

Below is a screenshot of some hyper local targeting options available for effective advert setup.  (add shot).

#3: LinkedIn Advertising 

LinkedIn is the #1 professional network on the internet today.

With over 400 million active users, this network offers immense opportunities to reach mature, career conscious and actively employed individuals.

And within their network, you can find an interesting number of people from different locations across diverse industries, job roles and niche markets.

Probably, you may have an active profile in there too. One interesting fact is that a great number of these people go to different career networking and business events from time to time.

While some top level CEOs and executives attend one or few events per year, there are people who often attend out of state or city events almost on monthly basis.

The nature of certain jobs also moves people from one location to the other.

Obviously in many cases, these career networking travels warrant hotel booking in many cases.

Meet them timely, and you could start getting a bigger share of the booking revenue that comes to your target market in each passing day.

Remember that doing what everyone else is doing won’t get you the exact results you desire.

Assuming you are a manager in a hotel with 40 – 100 rooms, advertising in an online or offline version of a national newspaper won’t get you much ROI.

The reason is because, the display won’t be location targeted. And the contents are often read by everyone and anyone.

On the other hand, once a day goes by your advert becomes obsolete too.

For A/B testing, optimization and better ROI, there are different LinkedIn ad formats you can get started with. You can use sponsored contents, text ad or InMail that reaches people directly in their inbox. See this guide on how to advertise on LinkedIn.

The most interesting part of this network is the deep audience targeting options.

From company name to age, gender, industry, job title, field of study, skills, location, company size, you get them all inside LinkedIn.

#4: Youtube Advertising

Both on Facebook and Youtube, video advertising is an alternative ad format that delivers better audience engagement. Just think about the video vs text ad comparison for a while.

However, if you have been to Youtube lately, you’ll certainly see some advertisements promoting different products, services, brands and businesses. And because it works, a growing number of businesses now spend money on it.

Confirmed as the second largest search engine in the world, Youtube now boosts of over 1 billion active users.

The content on this site encompasses every topic you can think of. Moreover, the creators and audience cuts across every country, state, cities and locales around the world.

Youtube offers both free and paid options for promoting products or services on their platform.

With free video posting option, you don’t have to pay money to upload videos and add links to your website. Building an audience here depends on search keyword optimization and channel subscribers.

Paid advert options helps provides access to a large audience who might have not subscribed to your business page or channel on Youtube.

Generally, video ads can be shown to your target audience based on what they have watched, what they are currently watching or the keywords they searched for.

In the context of hotel business promotion, you can use Youtube video ads to showcase your real hotel rooms, event facilities, gym and other things that make your brand different.

In addition to that you’ll now add your hotel website address or even phone number for targeted prospects to see them.

With this, you don’t have to depend on stray prospects or people that live within commutable locations (distance) only.

See the shot below for location targeting options. (get shot here – https://blog.crazyegg.com/guides/youtube-advertising/

Like the other hotel marketing strategies discussed above, you can do some A/B tests to find out what works better than others.

The key variations to focus on include ad format, video content and audience vertical.

The measurable outcome of your Youtube video advertisements will depend to some extent on the ad format you choose. However, in other to get better results you may consider retargeting for bringing back people who visited your website or watched your video.

Here is an image showing the available Youtube ad formats you can use. (http://oodle.io/p/ultimate-youtube-advertising-guide/)

Conclusion

Whether you have 40 hotel rooms, more or less than that, I’m sure that continued low revenue generation makes a business less profitable. You could have the highest earning potential, but if less than 10% of that is at work, then everything will always remain the same.

Maybe you’ve looked for ways on how to promote hotel business website because you already have one.

In that case, growing the volume of qualified traffic (booking prospects) coming to your site with booking intent will certainly help to grow your business.

To get started on that, you really need to focus on the most trafficked platforms on the internet – Google, Facebook, LinkedItn, Youtube etc. And as noted earlier, your target audience spends good amount of time on these networks in each passing day.

You only need to define, find and reach them.

At the end, what you’ll take away is the foundation of what is possible. This will now form a base for more research or to get expert inputs.

Fortunately, putting these specific strategies to work will help to maximize the ROI on your hotel marketing strategy.

Now you can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

15 Best Local SEO Tools For Growing Offline Traffic

In terms of quality, all website traffic types are not equal. The following best local SEO tools will help to increase the quality and quantity of traffic flowing through your website and offline business location.

So you spent some money building out your website. Now you have a theoretical idea of the benefits in consistent business blogging. Hence, you also spend money and time on that. But you are yet to experience the real benefits of business blogging.

Probably you are one of the business owners who are yet to start generating quality leads and sales from their website every day, week or month. In your case, it could be that the volume and quality of leads aren’t good at all.

Maybe like many others, you don’t know to generate leads from business website.

Let me tell you one thing. You are not alone on this. From my researches and experience working for clients whose services can only be bought offline, the common problem is that majority of the people visiting their website are not within commutable location.

Here is the essence of local search engine optimization: to get prospects that are within your target location exactly the time they are searching for your services or related information.

First things first.

What Is Local SEO

This is organic search engine marketing strategy for making the contents of your website eligible for indexing, higher ranking and visibility among local prospects. For example, if I search the keywords ‘recruitment consultant Oakland California and your website appears in the search, it means the said website or specific page is well optimized.

However, if the majority of people searching for ‘recruitment consulting services’ and visiting your website from the search engine results pages (SERPs) are in another country or 500 miles distant location, you won’t get much value from that organic search traffic.

This is especially true for people who intend to visit an office location before paying for the services they need.

To underscore the benefits of local SEO, this study revealed that around 75% of local searches lead to offline visits. And some results in purchases within 24 hours.

Now let’s look at some of the best local SEO tools for growing offline traffic, quality leads and revenue. For better understand, I grouped them into categories and common use cases. From here you’ll see that it goes beyond local citation building services.

Local Keyword Research Tool

Keyword research is the very first thing you have to decide in your local SEO strategy. The question is, what search terms will you optimize in order to attract people in specific locations who are currently in need of your services?  I bet that not all competitors in your niche know about local keyword research and optimization.

For example, if you want to leverage consistent business blogging strategy to grow your offline traffic, you have to decide which search terms that will be used in creating contents for your blog.

Thus, the strategic use of well researched keywords determines the difference between profitable and wasteful business blogging.

Google.com – There are three ways to use Google for keyword research. First is for competitor research and second is auto suggested keywords. For competitor research, do a search for ‘country/city/county + your industry/niche/service keywords’.

Example: Auckland recruitment consultant or recruitment consultant Auckland. (add shot).

Follow the top ranking pages. And explore those pages to extract and build your list of local keywords. You’ll see some patterns within the top ranking pages for each local search term.

Try to use your country version of Google search for this (EG: Google.ca/Canada, Google.co.uk/UK etc).

For the other options, just make a small list of local keywords, type them one by one into Google and observe the other auto suggested keywords that people are searching for.

The third option is related keyword found other each search results page (SERP). See an example for the search term ‘recruitment consulting services Sydney’. (add shot from Google.ca).

UberSuggest – This tool give you an alphabetical list of keywords related to the one you search for. Visit their website, enter some local keywords, click search and watch them return a huge list for you. It is 100% free for now.

Ahrefs Keyword Explorer – In their suite of premium SEO tools, this one serve specifically for keyword research. Among other things, you’ll be enabled to explore local keyword search volume, traffic potential and top ranking sites based on the country you selected.

Ahrefs keyword research tool comes with 14 days free trial. (add shot). Ahrefs pricing starts at $79 per month.

Long Tail Pro – If you are looking for long tail buyer keywords, this is one of the best local SEO tools in the market for now. It helps users to uncover search terms with precise and obvious intent. Long Tail Pro is one the tools I use for my personal websites.

This one offers only 7 days free trial and starts at $25 per month.

SemRush – Semrush has obvious international appeal in its database. So if you work with clients from multiple countries like me, here is handy tool for easy keyword research. Like many others, they have free trial but SemRush pricing starts at $99 per month.

Local Citation Tool

Citations are clear mentions of business name and address across different online locations. In most cases, it doesn’t have to be real links leading clickers to your website. It could be naked unlinked urls, company brand name or anything.

The real benefit of local citation is that it is one among many local search ranking factors.

It grows brand awareness, drives local traffic in terms of linked pages and improves search engine ranking for local keyword; all at the same time.

But first, you have to put in the work or hire an SEO consultant to do it. Here are the major local citation tools to help along the line.

Bright Local Citation – To gain increased control of your offline foot traffic, these guys at Bright Local offers lots of services, from analysis to citation building and mobile rank tracking. The price starts at from $29 upwards to $79 depending on what you want.

With the tracking tools for instance, you’ll be able to uncover where your top ranking competitors are getting citations from.

WhiteSpark Local Citation – This is one of best citation building services for growing local search traffic. From competitor analysis to monitoring and verification, you get them all from WhiteSpark. Their local citation service price starts from free to $100 per month.

Moz Local – Moz will you get your business information listed or cited in four major aggregator websites. Currently serving US, Canada and UK, Moz local pricing is ranged between $9 – $21 per month. They also have integration with Google My Business

SynUp – Here is one of the best local SEO tools that provide free citation analysis. With this tool you get packages for single and multiple location businesses as well as agencies. Among other things, they provide constant monitoring, local SEO analytics and notifications.

Yext Citations – In addition to local citations, you’ll get access to a host of other search engine optimization related services.

Perhaps, if you are looking all in one platform for all of your local SEO needs, consider this one too. Yext pricing starts at $199 per year.  Go check it out.

Local Review Tools And Services

If you still have questions in your mind as to how and why online reviews influence purchase decisions, this research survey has so many stats and insightful points on that. The fact is that businesses with considerable review count can hardly be compared with one that has zero positive review.

This is the reason there are some entire websites dedicated to generating quality reviews as much as much as possible.

Another interesting thing is that constant monitoring gives you opportunity to respond as promptly as possible when bad reviews begin to pop out about your business, product or service.

Here are the best local review tools to move your business forward.

Review Trail – Build, monitor, analyze and manage reviews. Review Trails has some social media integration to help share your reviews while aiming to draw in more customers. You can start with a free trial to test out the features. When the trial period is over, you decide whether to pay the $10 per month fee.

Review Push – Want to push up the number of positive reviews within your target location, use Review Push. You can choose the $25 or $35 plan after the free 30 day trial period.

Get Five Stars – This is one of the best feature rich, local review tools I have seen recently. In addition to many common features of review services, they have SMS systems for requesting feedback from customers.

If you are running an agency, they also have special packages for that. Price is between $39 and $249.

Reputation.com – According to the contents on their website, you can boost, monitor and manage reviews across hundreds of websites at a time. Because of the seeming advanced features of this tool, the price starts around $400.

Schema Markup And Structured Data Testing Tools

These are snippets of website information that contributes to high search engine ranking and visibility. In practical terms, it has to do with search engine related compliance with conventional website design standards.

When your website begin to rank higher as result of schema and structured data optimization, your website will have multiple opportunities and links to attract even higher volume of targeted traffic.

Some of the information that can appear within search engine results in this regard include but not limited to reviews, events, company profile, site links etc.

To start making improvements on it, here are some of the best tools for that.  S

Structured Data Testing Tool – This tool provided by Google 100% free. Below is what the interface looks like. (add shot). Just add your website url and run structured data tests.

All In One Schema.org Rich Snippets – If your website is based on wordpress CMS, this is one of the tools you should consider. First is to run a test to see whether your site has errors or missing information. Taking proactive action in this regard will maximize your opportunities for higher ranking and targeted traffic.

Check out this blog post on the difference that this seemingly minor SEO strategy can make in terms of search engine results click through rate.

You can also get more insights from Schema.org

Conclusion

While these software tools and services can really extend your capabilities, none of them will work unless you put it to work. By putting it them to work, I mean subscribing to and ordering some of these services based on your current needs.

Thankfully, some of these important tools have free trial.

Local keyword research will help to determine the best search terms that will bring you the highest quality of leads that can visit your office within 24 hours to 30 days.

By leveraging on local citation building services, you’ll be growing brand awareness and improving search engine ranking for the most valuable buyer keywords in your niche; all at the same time. Think about what additional 1 – 5 closed deals could mean for your business in each passing month.

Then compare the value of estimated conversion with the cost of executing on what is required.

Note here that this is not exhaustive of the best local SEO tools in the market. But my selection is based on how popular these ones are and how long they been around.

One thing you have to consider is the location served by the platform or services you want to invest, as not all locations are served by these providers.

A simple free location SEO audit is all you need to identify the exact things required to be done in your own peculiar website. Done very well, you may just start growing the volume of inbound sales call coming to your business from high value local search terms. Remember, having good knowledge is half the battle.

Share your local search engine optimization experience and challenge in the comment section.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

How To Write High Conversion Blog Post

For many consulting business owners, starting a company blog, publishing posts and generating traffic isn’t the problem.

The real challenge is ‘how to write blog posts that generate  quality leads’.

So if you care a lot about the quality of your leads and business blogging ROI, here is what you do: think different.

At the end of this post, doing this could lead to different actions that will unfold better outcomes. I say this because having good knowledge is half the battle.

In conversion focused business blogging strategy, deciding what to write about is just as important as the key objective.

And that is why active learning business people like you are searching keywords like these and others.

  • Ideas for business blog posts
  • Small business blog ideas
  • Marketing blog topic ideas

The search for these and other keywords related to them implies that a whole lot of people are now aware that blogging for business actually works. The challenge is how?

Unfortunately, a great number of business owners contributing contents to their company blog, hiring full time and freelance writers have no measurable goal beyond growing brand awareness.

For those people, their business blogging strategy delivers frustrating ROI that is often below average or flat zero.

This is part of the reason why I often hear statements like:

‘Readers are not signing up for our newsletter’

‘We only get low quality leads that doesn’t convert at all’

‘We don’t generate any leads from our blog’

‘Our traffic volume is very low’ – and many others like them.

While growing brand awareness is a good thing, we do a lot of it at Weblife, it’s not the only objective. Let’s assume you brought in 10,000 visitors to your business blog in the last 90 days. They all read your blog posts and left.

Now they are aware of your brand. What business value did you get from that?

I guess you now see the importance of learning how to write high conversion blog posts that generate leads.

Beyond positive brand impressions, high conversion blog posts are usually created to accomplish three things at the same time.

First is to get attention. That is visibility. Second is to generate interest – this is about precision and relevance.

Then thirdly is to convert a percentage of the readers into quality leads or paying customers.

This is the ultimate goal. So to make it work, there has to be exchange of value. Value in this context could be potential customer contact details, free educational content, product samples, delivery of specific services or money.

To take it further, let’s look at the following perspectives. I believe by knowing what it is, you’ll learn how to write blog posts that generate leads and possibly real sales too.

Characteristics Of High Conversion Business Blog Posts

  1. Defined Buyer Persona

Beyond theories, defining reader and at the same time buyer persona, is the hardest part of conversion focused business blogging. What a lot people have are just some vague assumptions about who their ideal reader is.

Thus, misalignment in this regard means that the time and money spent on writing your business blog posts will only amount to futility.

The ironical thing about aimlessly wasteful blog posts is that it actually grows brand awareness.

It attracts the wrong audience and produces useless metrics. And in the process, it creates good feeling of accomplishment among the people involved. But think about this, of what good are traffic numbers and social media metrics if you don’t get any return on resources spent?

Without even going further, an example of defined persona could be ‘HR consulting business owner’. Sure you can go further than this.

According to Neil Patel, it’s not enough to know the demographic of your ideal customer like age, location, industry, job title and the rest.

You have to understand what drives them too. And that leads us to the second point.

  1. Precise Pain Point

In life and business, a great number of individuals are driven by immediate need to eliminate or avoid pain more than the promise of perceivable gain. In this regard, any content that activate memory of peculiar pain points often gets higher conversion rate.

This works in business blogging because universally, humans react faster to emotions as opposed to reason.

It also goes a long way to buttress the points on why stories sell.

By showing your understanding of precise pain points, you’ll also have opportunities to pre-sell a matching solution.

Contrary to this, your business blogging or content marketing strategies could be attracting people who are demographically qualified, but not interested or can’t afford your services.

If I have not experienced the difference between zero business blogging ROI and high conversion blog posts, the topic of this post will not even appear in my consciousness.

Examples of precise pain points will include low traffic volume, zero business blogging ROI, empty lead generation pipeline, inconsistent lead generation, low profit margin and many more.

  1. Proven Interest

Remember that high conversion blog posts accomplish three things: get attention, generate interest and convert readers into quality leads or paying customers. If you focus on one, you may miss the ultimate target.

In addition to addressing identifiable pain points, your ideas for business blog posts have to be aligned with proven customer interest.

The reason for this is very obvious, I may be demographically qualified to buy what you are selling, but if am not interested at a particular point in time, it makes no difference.

Yes, your business blogging efforts won’t make much difference if it is not aligned with the interest of people ready to buy within 24 hours to 90 days duration.

So how do you do research that actually helps in writing lead generation blog posts? Read on to find out.

  1. Multiple Touch Points

This is about leveraging internal links within your blog posts. While this may be similar to call to actions, we are interested mostly in the multiplicity of brand interaction touch points.

Instead of linking to external resources only or not linking at all, like so many business blogger do; high conversion blog posts accomplish this in three ways.

First, link to related blog posts inside your blog. See the screen shot below. This increases page views per visit and time on site. It also leverages longer time and multiple opportunities to convert your readers into leads or paying customers.

Second, link to dedicated lead generation landing pages. These are pages created specifically to offer something valuable to your readers in exchange for their contact details

It could be free webinar, ebook, white paper, case study, strategy execution plan and many other types of lead magnet.

Third is linking directly to your sales page. The most important thing is to do it within relevant context taking into account, identifiable pain point, proven interest and context.

Doing this consistently will provide answers on how to generate sales from business blogging.

  1. Clear Call To Action

For those with proven interest in how to write blog posts that generate leads, this is the core of it. As interesting as it is, there is an entire event dedicated to this. It’s called Call To Action Conference.

Hence, there is a science and art around the use of call to actions within the context of conversion focused business blogging strategy.

Just in case you are wondering what it is, these are simple, clear invitation to take mutually beneficial actions.

Remember what we said earlier about the exchange of value. That is the ultimate conversion. Specific actions in this regard could be paying money, registering for a conference, downloading white paper report, attending a webinar, participating in a contest etc.

Below is one call to action example found in one wedding planner’s blog. (add shot).

One business blogging mistake I see a lot of people make is just publishing posts without a clear call to action. Why would they care?

They are experts in their own field and probably generate few leads per month from their blog.

If your business blog is currently generating a considerable volume of traffic and you don’t have clear calls to action, then you need to think and do something different.

These calls to action case studies will expand your insight further on this.

At this point, I bet you now know the difference between what you have been doing and what is being discussed here. Now you know the characteristics of high conversion business blog posts, let’s move to the next step: the actual writing.

How To Write High Conversion Lead Generation Blog Posts

  • Action Step #1: Choose Attractive Topics

How do you go about determining topics that are practically attractive among the ideal customers you want to attract? Well, you just simply do a research. Hard work I guess?

Ok, everyone thinks and says it’s hard. But in reality, it feels hard only in the mind if you don’t know how to do it.

Contrary to active and organized research, you could be writing about the topics that appeals to only you and not your readers. Below are the two best ways to research your blog post topics before you even write the first word.

Action Step #2: Do Some Keyword Research:

The essence of keyword research in writing high conversion lead generation blog posts is to center your writing about topics that your target customers are actually searching for.

Obviously, when people have a problem they tend to go into active search for a solution. This is what i often do. What about you?

At other points, their search could be about how to accomplish a specific goal. Example include search terms like these ones ‘how to generation sales from business blogging’, ‘ideas for business blog posts’, ‘HR consulting service fees’ and many more others.

There are many keyword research tools in the market. Some are free while some comes with monthly user fees starting at $19. Check out Ahrefs, Semrush and Long Tail Pro.

However, you can use Google keyword planner which is 100% free. Choose 3 – 10 keywords that describe your services. Sign up for 14 day free trial of Ahrefs.

Enter them one after another. Select country and click search.

This will show you the search volume for the keywords you search as well as related keywords and other SEO metrics. Select the keywords that best describes your services and possible purchase intent.

Tip: Identify and choose the keywords with low SEO competition.

Action Step #3: Find Relevant Questions

This is the second research option is choosing attracting topics for your lead generation blog posts. Pain points, goals and aspirations leads a lot of people ask questions within online communities like forums and Q/A sites.

Aligning your contents around questions that ideal customers are currently asking gives you opportunity to attract them to your blog. Everyone needs answers to their questions.

Quora is the best and most active questions and answer site on the internet for now. Probably, you are a current user, but you don’t use it for blog writing research. Now you have a reason to think different.

Go to Quora.com and type in the words or phrases that describes your services.

Observe the questions related to your services as well as the answers. Copy the most relevant questions and keep in a file. Except this one, you search for the discussion forums in your niche or go to Reddit and do the same thing.

Action Step #4: Write Attention Grabbing Headlines

The truth is that everyone is busy, just like you. And we live in a distraction filled world with amazingly short attention spans.

So in other to get your ideal customers’ attention, you have to address the things that matters to them right now, not yesterday, last month or year.

Think about their pain points, fears, hopes, aspirations and current goals.

Here is one great benefit of using targeted keywords in your business blogging strategy. It helps to attract prospects exactly the time they are searching for your services or related solution to their current problems.

If you continually fail the attention grabbing headline test, your business blogging ROI will continue to fall below average or remain at flat zero point.

According to Brian Clark of Copyblogger, only 2 out of every 10 persons that read your headline will stick to the end.

To convert blog readers into paying clients, here is what you can do with your headline. Speak your customer’s language – use the words and phrases they use. Address their pain points.

Example – Why Your Lead Generation Pipeline Will Remain Empty Tomorrow.

Use a promise of desirable outcome – How To Grow Your Blog Traffic By 60% In 30 Days or How To Write Blog Posts That Generate Leads. And then answer their questions.

Action Step #5: Tell An Interesting Story

According to Paul Zak, Director of Neuroeconomics at Claremont University,

‘Stories alter brain chemistry and make us more open to ideas contrary to our own’.

Especially when told in relevant context with imagery, stories move us into the pleasure, seeking curious mode of ‘what happened next’?

To go beyond assumptions on how stories sell, Buffer did a test and found 296% difference between a blog post that started with a story vs starting without a story.

Just think about the most powerful story lines that impacted your brain in recent times. Pick some perspectives from there.

Let it have a beginning – difficult situation. Middle – the process. And then an end which should be triumphant experience accompanied by desirable outcome. Make it sell.

Action Step #6: Do Some On Page SEO

Search engine optimization is simply a process of making the contents of your web pages eligible for inclusion and higher ranking in search engine result pages.

Assuming I do a search in Google for the term ‘consulting lead generation strategies’, if the contents on your website related to this search query are optimized, then they will be visible based on ranking positions.

To get the best results from it, there are so many processes involved.

Basically the first way to look at it is about on page and off page optimization. On page SEO refer to those specific optimization tasks you can undertake within your website or pages to optimize for them for higher ranking.

Off page SEO refers to those things that could be done outside your website domain. Thus, if you want to convert blog readers into customer, then growing your organic search traffic is very important.

This is part of the tasks or objectives that need to be taken care of at the point of writing your business blog posts.

And here is the essence of keyword research in choosing what to write about in the first place.

It helps to attract people who are interested and actively searching for what you have to sell. This is how you leverage purchase intent, context and immediacy in your business blogging strategy.

Here are the specific actions on how to optimize your blog posts for high value keywords.

  1. Use Search Terms In Your Blog Post Title: If you did the keyword research phase very well, you should have some keywords that your target customers are actually searching for. For example, I did a search for ‘business blog post writing service’ and below was what I found.
  2. Use The Same Keywords In The First Few Sentences: Just observe the use of the search term in the first, second or third sentences for these top ranking pages. This area is referred to as meta description of what a web page is all about.
  3. Use The Same Keywords In The Blog Post Body: If you are writing 2000 words blog post for instance, try to use your search terms at least five times within the body. Make sure it falls within relevant contexts.

Use Them In Your Sub Headings: This is another area that search engine bots crawl to determine what a post is about and the ranking eligibility. Break things down. Stop writing long, bland blocks of text.

4. Use Internal And External Linking: Once again, make sure it falls within relevant contexts. Link to high authority sites with pages related to what you are writing about. This one has double benefits for SEO and conversion.

To maximize the benefits, link to related pages within your website, link to dedicated lead generation landing pages as well as direct sales pages.

Need more insight on the benefits of keyword optimization in conversion focused business blogging, see this case study of 87% increase at Hubspot.

Action Step #7: Add Clear Call To Action

Whether you are aware of how and why or not, strategic calls to action makes a lot of difference between zero blogging ROI and high conversion blog posts.

So now you are learning how to write blog posts that generate leads, you also need clear call to action.

Contrary to adding this, what I see a lot of people do is to write what seems to be great content in their mind. And then assume that the readers will know what to do after reaching the end of their blog posts.

The other business blogging mistake that I see is using only generic newsletter opt-in forms.

While newsletter opt-in is good, it is not the only way to generate quality leads from your blog. You need to go beyond that. Ask yourself this question.

What immediate or measurable benefit will a typical reader get from joining your newsletter?

Interestingly, if your blog is currently generating good amount of traffic and you are still using newsletter sign up forms only, then you need to think and act different. Stop depending on that 100% for generating quality leads.

Notice now that we have moved from writing tasks only. Here are the specific actions you can take to start getting measurable business value from your blog beyond brand awareness and useless social media metrics.

Before we proceed, I want to say congratulations if you are already doing all of them.

  1. Integrate Content Upgrades: Content upgrades invite blog readers to give their contact details in exchange for an offer related to what they read. This is one of the best contextual lead generation and conversion tactic used by smart business bloggers.

A valuable content upgrade in this case could be strategy execution blueprint, detailed case study, invitation to webinar, tutorial video, exclusive discount, free trial offer, resourceful ebook etc.

Below is a real example. (add my own content upgrade).

  1. Below Post Lead Magnet: Why below post you may ask? The premise is that if someone spent 1 – 5 minutes reading your blog post from beginning to end, there is high probability that your post was found valuable.

In that context, your brand trust level will start to increase based on positive impressions. With that, you’ll have opportunity to convert a percentage of these readers into quality leads or paying customers.

In some sense, this is better than asking for ‘trust at first sight’ with paid advertising. Here also is the benefit of promoting your blog posts with paid advertising.

  1. Add Exit Intent Pop Ups: Probably, you hate pop ups very much. And this hate made you assume they don’t work. On the other hand, it could be that you don’t even know how to use it in your company blog.

But the fact remains that pop ups has become a common part of modern internet experience.

By combining page targeting and exit intent technology, you will have opportunity for higher conversion rate in your business blog.

Make the offer in your pop up to match user intent for visiting specific pages in your website. And then display it when the reader is about to leave your website. Practically, this is a difference maker.

See this lead generation case study on how it worked in high end niche market with services selling for $40k. Better to test and gain some insight, than to depend on assumptions.

These are specific actions you can take now you’ve learnt how to write blog posts that generate leads. Just like in many other life endeavors, doing the same thing you’ve always done will only get you the same results you’ve always had.

So in other words, having good knowledge, just like writing great content is not enough for a profitable business blogging Strategy.

Conclusion

In addition to all the things discussed above, you also need to make active, consistent commitment to proven blog post promotion strategies.

It makes no sense, if you write best contents and no one reads them.

Don’t just start with random topics and headlines. If you do that, you won’t be getting good click through rate both from search engines and social media.

Doing some keywords optimization will help attract people exactly the time they are searching for your services.

This is the way to set your business blogging strategy. You have to start with the end in mind.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

How Your Staffing Agency Can Leverage Inbound Mobile Marketing

So you have tried some staffing agency marketing ideas. And now you still need some more. Not just more in the sense of quantity, but better strategies that delivers bigger ROI.

Whether you are the business owner, marketer or the business development lead in a staffing agency, everyone needs more leads.

Unfortunately for some people, generating more leads isn’t the real problem.

The real issue is low quality of leads being generated which doesn’t convert as much. According to Marketing Sherpa, 79% of marketing leads do not convert into sales. This could have something to with lead nurturing. In some people’s case, the numbers may be worse.

NOTE – This post is about 2,164 words long. Consider the usability option below.

Hidden Content

Maybe you still spend majority of your resources generating leads that are demographically qualified, but can’t afford to buy what you are selling.

Get this in your head now.

Selling to strangers is really hard. And it gets even harder if you are one of a thousand persons using the same old outbound marketing strategies. While they still work to some extent, nothing stops you from exploring the other side – inbound marketing.

Here in this post, we’ll explore how to leverage inbound mobile marketing to grow your staffing agency business.

Staffing Agency Marketing Ideas: The Inbound Fundamentals

These are strategies that influence potential customers to find what you are selling when they need it. It is a direct contradiction of reaching out to prospects that may be qualified but not interested or capable of buying when you reach them. This is called hard selling.

inbound mobile marketingInbound mobile marketing strategy on the other hand leverages on technology, content and data to attract qualified prospects exactly the time they are actively searching for your recruitment services.

Google search advertising is just one option. Let’s look at how to use it in the mobile spectrum.

Why Google Search Ads, you want to ask? Maybe you’ve tried and it proved really expensive and hard to break even.

Well, it’s all about the modern behavior of actively searching for what we need, where to get it, price and delivery process information. I bet you are an active user of Google search engine.

And as to why I choose mobile, one of Google’s micro moment reports revealed that 72% of local searches on mobile devices leads to a visit of business location within 24 hours.

In Facebooks Q1 2017 report, mobile contributed to 85% of their overall Ad revenue. So it’s not just about search.

A whole lot of people, from different demographic segments cannot leave home these days without their mobile phone. In fact, a big number of persons check their mobile phones up to 150 times per day. Yes, it really isn’t everybody, but the numbers are interesting.

There is no restriction on things that people can and do search actively on their smartphone.

The screen shot below shows the keywords related to recruitment and staffing that people are searching for in different locations.

A further research into country versions of Google search engine reveals the same pattern.

Sample search engine domains include Google.cok.uk, Google.ca, Google.de and many others. Just open one of these domains now and type ‘staffing agency fees’.

The shot below shows the search terms related to this keywords within Google.co.uk, the UK version.

staffing agency marketing strategies

Staffing Agency Marketing Ideas:The Google Adwords Option

The biggest benefit of Google adwords advertising is that it attracts qualified prospects exactly the time they are actively searching for what you are selling.

For instance, some people may have immediate need to fill a vacancy. And when they hit the search engines, they are looking for recruiters with valuable experience in the industry, niche and role they want to hire for.

Meet them at the perfect point of need and you will win the deal.

The other important thing to note is that a lot of transactions that end up offline or on desktop actually starts from mobile devices.

Just like you, a whole lot of people use their smartphones in different research and purchase contexts – while commuting, waiting for a meal, traveling, having rest on the bed.

Unfortunately, using interruptive advertising in these personal moments often annoys a lot of people and lowers conversion rate. But then it still works.

Inbound mobile marketing strategy gives you an edge to again a share of their attention and interest.

Combine that with active content marketing and you could be winning the highest volume of billings in your niche. Ignore these micro moments and you will continue to miss out on the revenue opportunities.

Now let’s look at the exact ways of putting things to work in your business or company.

  1. Google Adwords Mobile Advertising

Remember that this is all about paid search advertisements. In this case, prospects cannot see your advert unless they are actively searching for keywords you have set in your adwords campaign.

Hence, your marketing budget won’t be wasted on low quality leads.

Create a campaign and target mobile device users only. In general terms, it includes smartphones and tablet devices.

The key benefit of inbound mobile targeting in this regard is this. If you have click to call buttons or highly visible phone number in your landing page, when prospects visits from mobile phones, the probability of getting quality phone calls is usually higher.

And according to some stats I have seen, phone calls often converts better than leads generated from web form submissions.

With an adwords expert consultant or full time staff running your campaigns, you should have some call tracking systems set up to measure the outcome of your marketing spend.

This is one area I see many offline business owners making mistakes – no click to call button, no visible phone number and no call tracking.

Now imagine the absence of click to call button, phone numbers and call tracking in your staffing agency website that generates a good volume of mobile search traffic.

The first question I should even ask is whether your website is mobile responsive?

  1. Google Adwords Call Extension

This is one of the paid search advertising features that help to generate phone calls directly from your ads. Google let’s you add phone number to your ads and then decide how you want it to be displayed.

Standard ad shows phone number to call when the searcher views your advert from a desktop device. But in case of mobile search engine viewers, it shows click to call button like the one below.

inbound marketing vs cold calling

In either case, your ad viewers decide whether to call directly or visit your specified landing page. Practically, you will be paying to get real phone calls from people searching for staffing agency services in your target location.

Hence, calls that last for specified duration are accounted as conversion.

From the outside it looks like everyone who is using Google adwords also uses call extension. But when I had the first interaction with Jake, a recruitment consultant in Colorado, his question was like – what exactly is call extension?

The first adwords consultant he hired wasn’t using it at all.

With call tracking solutions like Call Rail, you will be able to identify which ad campaign, ad groups, keywords or even location brought in the highest volume of quality phone calls. Moreover, these phone calls can be recorded.

You can as well combine call extension with others like site links and location.

  1. Google Adwords Call Only Ads

Remember that it’s about leveraging the mobile search engine traffic which is exploding across many industry verticals and locations. Mobile internet penetration in so many countries now inches close to 100%. And that may just include your own country.

Probably, you are reading this piece of blog post with a mobile device.

In high ticket niche verticals, people need human to human communication before making a complete purchase. I don’t know how much you charge per placement, but I’m sure it’s definitely worth some good amount of money.

Following up on web form generated leads takes some time and integrated nurturing strategies.

Thus, between your time of adding a new lead and your first follow up messages a lot of things happen.

People get busy, ill, distracted or lose interest entirely.

With Google adwords call only ads, there is no follow up loop between the first point of contact and your first sales message. In other words, you start selling to prospects directly on the phone without waiting for days or months to spend money and time on lead nurturing.

Remember, these are people that came calling because they had interest and voluntarily called your sales line in order to fulfill their need, solve problems or accomplish a goal.

Compare this inbound marketing vs outbound cold calls.

Google adwords call only ads delivers nothing but phone calls.

No visiting of a landing page. No filling of web forms, signing up for a webinar or downloading white paper. When they search for keywords set in your adwords advertisement they see brief description and click to call button just like the one below.

Now let me ask, how much sales and revenue could you get if 100 phone calls are delivered from people searching for staffing agency services in your target location? Just assume 1 – 3% conversion rate.

This post on how to leverage call only ads will expand your insight more on that.

Google Adwords Split Testing

Within your inbound mobile marketing strategy, some split testing will be required to experience the biggest return on marketing spend.

Without such planned tests, you can hardly discover your company’s potential for that consistent growth you’ve been dreaming of.

In other words, constant testing will put you and your business in the right path. With the data and insight derived, you will begin to see possibilities above assumptions that most of your competitors depend on.

At a digital marketing conference, I saw this quote below for the first time.

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

John Wanamaker

Interestingly, since 1922 when that statement was made, it still holds true till today for a whole lot of business people. Especially in most offline marketing channels, measuring effectiveness and outcomes is practically impossible for many.

Constant testing helps to identify what is working and what is wasting your money.

Just in case you don’t know what it is, split testing is simply a process of creating two or more distinct variables within a marketing campaign in order to discover the best combined strategies. Note that this can be done in many other online advertising channels different from google adwords.

So if you want to increase staffing agency customer acquisition rate and revenue, here are some of the core variables you can begin to test.

  • Ad format – use different ad formats available for mobile
  • Ad extensions – test combination of different ad extensions
  • Campaign – create and test different campaigns
  • Location – different locations in your ad
  • Keyword – create different keyword categories (Example: location keywords vs others
  • Ad copy – use your ad copy to test different value propositions
  • Lading page – test different landing pages simultaneously
  • Service offer – you have different service offer, test them at a time
  • Customer segment – your target customers have unique needs
  • Call to action text – still on marketing psychology, don’t assume everyone is the same

Beside these ones, there are many other influential variables that can be tested in your Google adwords mobile advertising campaign.

See this google adwords case study of how a simple zip code targeting made 184% difference in ROI.

Conclusion

Now it is very obvious that mobile is a hot channel worth exploring. If you need real phone calls, go mobile.

Don’t depend on the same ‘marketing best practices’ that everyone in your niche is doing. Today’s best practices often become obsolete very fast.

Another thing worth reiterating is that a growing number of purchases that end up offline originate from mobile devices.

So if you continue to assume like everyone else that mobile is too tiny a screen to convert high value customers, you’ll continue to miss out on the competitive advantages.

I say all of these because many of the online marketing strategies discussed here are not so obvious to everyone in your niche market and location right now. If that is the case, everyone will be doing them.

Hidden Content

Just do a search with your phone for the keywords that describes your staffing services. And then you will confirm these points. Think of how many competitors in your own niche and operating location.

With strategic mobile search marketing, you’ll be leveraging on purchase intent, context and immediacy; all at the same time.

Hidden Content

Remember, good information is half the battle. You can never experience the benefits unless you start putting these staffing agency marketing ideas to work in your own business.

Share in the comment section what you are doing to push your staffing agency marketing ideas forward.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.