If something as simple as the images you put alongside your blog can increase conversions by more than 10%, it stands to reason that the actual content in the blog can do even more for you.
And while we all might wish that our content was generating hundreds or thousands of visitors a day to our blog… the truth is that most of us are struggling to get there. And we can’t afford to waste too much time and effort on something which doesn’t get results.
We’ve put together a list of proven techniques which can drive conversions in a blog and improve your blogging ROI. If you want to turn readers into clients or subscribers, you need to blog with conversions in mind.
Knowing Your Audience
There is literally nothing more important than knowing your audience, and the value of understanding them cannot be overstated. Understanding your audience will dictate the sort of language you use (formal or informal, for example), and the sort of information you provide.
The most common pitfall here is that blogs will write for their peers… and not for their audience and potential clients. For example, a marketing firm should not blog about how to become an expert marketer: their ideal audience is going to the business to hire an expert marketer! Instead, they should write about things like how marketing could improve their profits.
That’s not to say that content directed towards peers doesn’t have a place in your content marketing calendar. But it should be treated very differently from content meant to be consumed by your audience, and as a general rule, won’t net you business many conversions.
When you want to identify your audience, you should be able to determine their average age (or age range), their gender, profession, interests, and most importantly: challenges, problems, or issues they have. The last is key!
Choose Topics Which Resolve Issues
Whether you blog for other stay-at-home-moms or for a database management business, your best converting blog posts are likely going to be the ones which offer the value of solutions to clients. For example, if your business provides
Here are some Examples:
- If your business provides a mobile Point of Sale solution for pharmacists, and you know that many potential clients have problems ordering prescriptions, write a blog post addressing that issue and offering solutions.
- If you blog about creating passive income during retirement, and you know that many of your readers have trouble reducing costs during retirement, suggest creative ways to do so.
- Alternatively, if you blog about creating passive income during retirement, and you know that many potential readers have trouble cutting down costs during retirement, suggest creative ways to do so.
The fact that you offer solutions puts your blog in a position of an authority. But the real hook? Don’t provide all the answers. At the bottom of the article, ask them to take an action which converts them in order to learn more.
Research and Create Your Buying Cycle
Did you know that most consumers have a cycle they complete before they decide to make a purchase? Market research has nailed the typical buying cycle – though of course different industries have different trends.
First, buyers experience a need. Then they do some research, trying to find a solution to their need. They’ll hunt around, look at different venues, and over time develop their top picks, and do their final round of research at the venues they like the best. It’s only after that cycle that they commit to a purchase.
Relate this to buying a new computer. You might realize you need one long before you’re ready to buy it; and the initial research is when you’re deciding which kind of computer to buy, browsing dozens of websites to compare. After that, you’ll focus in on where you want to buy the computer, and ultimately make the purchase.
Blogging with conversions in mind will utilize what is known about this cycle, and create information which fits into each of these steps. The more often your brand comes up during all stages, the more likely a visitor will make their final purchase (or conversion) with you.
Using the computer example above, you might publish a post about ’10 Signs You Need a New Computer’. And then follow that up with, ‘Most Popular Laptop Models of 2016’ and ‘We Go Above and Beyond for Our Clients: We Pay for Your Returns!’. Offer them value at every stage in the buying cycle to increase the odds that your business will get the conversion.
Latest posts by Jack Edwards (see all)
- 3 Tips for a Fantastic Reputation Management Strategy - August 28, 2016
- How to Use SMB Financing Solutions to Increase Your Growth - August 12, 2016
- How Top Tech Is Revolutionizing the Restaurant Industry - July 14, 2016