sleep like babyIf you're like most business blog managers, you tend to put your blog to sleep over the weekend. Your prospects are out enjoying their weekends, so why put the time and effort into writing an article for Saturday if no one is going to read it?

While this is a common philosophy, I speculate that it could change in the future. With more and more people adopting and using mobile devices on-the-go, more weekend content may be a trend we'll start noticing in the future. But if you do decide to put your blog in sleep mode, there's a simple tactic to increase your chances of generating weekend leads with no new content.

So, what's the secret? It's all in the CTA.

How to Leverage the Power of a Simple CTA

Calls-to-action are the fuel for lead generation on a blog, and without them, you'll really struggle to make your blog an effective lead gen channel. So what's the best way to make sure the leads keep rolling in over the weekend? Arm the last article you publish before the weekend with the most effective call-to-action you have to offer! 

It's a simple tactic, but it's probably one that many bloggers overlook. Here's how you do it. You'll be amazed at how simple it is!

1. Review Your Analytics: Take a few minutes to look over the data for the offers you've created. Maybe you've create several ebooks, a few archived webinars, and some kits. Historically, how have each of these offers converted? How many leads have you generated from them? Compare them against each other and organize them in a list from best-performing to worst-performing.

2. Discover Your Best Offers: What have you discovered? Hopefully, you now know what your top-performing offers are. Specifically, you should know exactly which offer has performed the best and generates the most leads for your business.

3. Create Content Relevant to Your Best Offer: Let your best offer be your guide for the topic of your last, pre-weekend blog post. For example, if you're a marketing agency whose best-performing offer is an ebook about how to plan an effective digital marketing strategy, you shouldn't write an article about how to boost your presence at the next trade show. Instead, you should write something relating to digital marketing.

This 3-step strategy is one we adopt on this very blog. We continually keep track of how our offers -- both evergreen and new -- are performing, and we use this data to best optimize the blog for lead generation, especially before the weekend hits.

Experiment with this strategy yourself, and your blog will sleep like a baby while still generating leads.

Photo Credit: Paul Sapiano


Originally published Jul 8, 2011 11:42:00 AM, updated October 20 2016


Lead Generation Calls to Action