Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Two key focus areas to optimize your blog conversion rate [Infographic]

Two key focus areas to optimize your blog conversion rate [Infographic] Blog Feature

Carolyn Edgecomb

Talent & Office Manager, 7+ Years of Logistics and New Hire Management

November 21st, 2020 min read

Creating content has been the cornerstone of bringing organic traffic to your website for over a decade. Especially, content that is educational and targeted towards addressing potential buyer’s worries, fears, and concerns.

Having a blog can help you get three times more leads than through paid search, but are all your efforts being washed down the drain? That’s a possibility if you’re receiving thousands of visitors each month and not effectively converting those website visitors into leads and eventually customers. Your digital marketing strategy should start by creating content, both written and video, that will help you become a trusted resource for your audience, but it should end in leads and sales.

In an infographic by Spiralytics, we find 26 statistics that can help you improve the conversion rate on your blog. 

Now, there are thousands of statistics on the internet around the effectiveness of blogging and how it can positively affect your sales. Some companies even noticed they were able to generate 67% more leads. 

That’s not the point I’m trying to make. 

You can have a million articles on your website, but if you’re not truly engaging your visitors, it’s likely your visitors are reading your content and clicking off of the page without ever filling out a form.

Let’s take a deeper look into two areas that Spiralytics mentioned and how you can utilize those tactics to hopefully convert your visitors into customers. 

1. Having optimized calls-to-action that provide direction

Simply having a call-to-action (CTA) isn’t enough. 

While there are various types of CTAs you can implement, from in-text to bottom of the blog, it’s important to make sure that the content you’re directing them to is relevant. 

You shouldn’t link to just any-old blog post or offer. You should be linking to relevant blog posts or other resources that are up to date. Especially if your industry is continuously changing.

Think about it. Have you ever clicked on a link expecting one thing and then it brings you to a page that is nowhere near what you expected? If so, it’s likely you left the site completely and continued on your search. What will prevent your site visitors from doing the same?

To ensure they have a positive impact on your conversion rate, not only should the CTA copy match the copy of the page you’re sending them to, but it should also be relevant to the question or keyword that brought them to the article in the first place.

For example, you landed on this blog post likely trying to find ways to improve your blog and increase visitor to lead conversion rates. 

Some additional content I’m likely to share with you might include:

On the other hand, I’m not going to share content with you about Twitter’s latest updates or the benefits of implementing a chatbot. 

When adding CTAs to your blog content, your objective should be to continue educating, provide direction, and nurture them to the middle and bottom of the funnel content.

Furthermore, utilizing in-text CTAs can help boost your conversion rates by up to 121%. Now, this isn’t a link to research where you got a statistic or even a quote, but a link to a relevant piece of content on your website that will continue to educate readers and help them become a lead.

This link can be placed naturally within your content when the article’s keyword is being used or as a separate link between paragraphs to highlight related content (see the line below for an example).

🔎 Related: 6 reasons you’re not generating leads with your blog content

2. Don’t forget to include relevant keywords in your CTAs

As I briefly touched on above, utilizing a keyword strategy is important, from creating your content to engaging them and nurturing them into leads. 

CTAs containing keywords can increase conversion rates by 87%.

You’ll want to optimize your blog posts with the same keyword/subject matter of your article. To ensure you’re focusing on the right keywords and content, ask your sales team for the questions your prospects are asking. And, don’t forget to use the same language. 

Consider taking advantage of tools like Google Analytics and SEMrush to analyze your keywords and the search terms you’re ranking for. 

Using that data you can implement them in your upcoming content, or go back through poor performing articles and update them with keywords and CTAs containing your target keyword. 

Other ways you can improve your conversion rate

While those are just a few methods for improving your conversions, be sure to check out Spiralytics infographic below to take a look at the other areas on your blog where you can make improvements.

26-Conversion-Rate-Optimization-Statistics-to-Fuel-Your-Blog-Strategy_72-02

 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free Take a peak
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up - Background - Mobile - 2x
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE