Companies are waking up to social media marketing and making proactive efforts to develop company active blogs as a part of their social strategy and reach out to their customers. Many have figured out its a great way to connect with their customers and communicate with them. Others have learned it a great way to get feedback from them. Then there is using the blog traffic and capturing leads.
The most common way to do this is creating a call-to-action form with some incentive for the reader to submit their email address, company name and phone number so that it can be added to the marketing or lead database. Comments are not often looked at as a source for leads. Why? Many of them could be good prospects. They could be a great addition in the lead nurturing cycle. Why don't they make it to most databases? Active blogs that are drawing a good amount of traffic get a fair amount of comments from readers who are often prospective customers. A good percentage of these commenters will link to their company website or their own website so its not to difficult to determine which company they are from.
The email address is usually a mandatory field for submitting a comment so you have a contact point and possibly another clue to the organization they work with. Not many companies harvest the data entered while these comments are submitted. If they do, perhaps they dont make it to the CRM or marketing database because they are "incomplete" by the standards of what is considered a complete contact or lead which can be entered into the system. These contacts don't have to go to waste. Its possible to carry out data append or data enrichment efforts similar to those we do here at ReadyContacts for our customers.
Once details like the account name, address, website URL, description, contact name, email, phone number, postal address and so on are confirmed and appended its a complete record fit to go into the database. There are data append solutions available to enrich your data or you can build a process which ensures comments are regularly exported, appended with additional data, filtered and directed to the marketing and sales cycle. Once you have such a process in place, you know you're making the most of your company blog. If you're not, you may have missed a possible customer somewhere among those commenters.