In 2020, blogging is an inexpensive opportunity for businesses to build brand awareness, drive traffic to their websites and attract more customers for the ultimate goal of increasing sales. But, not all blogs are created equal. Some get little to no traffic and don’t boost company sales. In the wake of this year’s COVID-19 global pandemic, connecting with customers to kick up online sales is imperative. Follow our 10 tips to make sure your blog has what it takes to convert readers into leads.
1. Tailor Your Blog To Customer Interests
The very first thing you need to do is make sure your blog caters to your target customers. Blog readers are looking for value and if they consistently enjoy your content, they will consider you a go-to source for information. Building readership is a very important step in creating blogs that sell, so don’t neglect to take any steps in finding out who your readers are and what they want. Look into your customer database, talk to your sales teams and look into your social media followers for insight into who your target readers are. Loyal readers become subscribers and subscribers are quality leads.
2. Choose Attention-Grabbing Headlines
Great headlines create curiosity and that is what drives a user to click on your blog. Most people who read blogs are looking for answers and advice, so make sure they get what they’re looking for when they read your articles. According to 99 Firms, the average blog reader only stays on page for 37 seconds. That’s an average number, meaning there are many readers who are on your page for an even shorter period of time. That’s because most blog readers are skimmers. They go to a blog looking for headlines, subheadings and visuals to catch their attention. To increase your chances of converting them into leads, give them some standout material!
3. Keep Readers Engaged With Visuals
Visual blogs add interest and keep readers on your page longer. Having visuals on your blog increases a reader’s desire to read it by 80%. That’s because 80% of people who visit your blog are skimmers and only 20% are actual readers.(Poll Everywhere) Skimmers are visiting your page to look for grab-and-go information. By adding in visual elements like pictures, infographics, screenshots, GIFs, memes and videos, you give skimmers a more exciting way to digest information. Because longer blog posts perform better in search rankings, visuals provide a highly-effective option for breaking up long blocks of text. Remember, the key is to keep readers coming back for more information, which increases your chances for converting them to sales.
4. Plan Your Keywords
This is super important. You’ll want to take some time to research keywords and phrases your customers may be searching for. There are a few ways to accomplish this task. You can do all or some of the following:
Use Google search
To use Google search, begin by going to Google’s homepage. From there, you will simply type in a search term or keyword and allow Google’s autocomplete feature to show you relevant searches. These suggested searches are based on popularity and your search history. It’s not the most effective tool, but it works!
Purchase access to a keyword research tool
When it comes to paid keyword research tools, your options are endless. These tools show you important things like search volume of your keyword, suggested alternative keywords, related queries, keyword difficulty (how hard it is to compete for ranking), and more. The best keyword research tools give you in-depth information about how well a keyword is performing right in your own state, metro area or city.
Search Google Trends
Google trends is a free service that shows you the most current trends for any keyword or keyword phrase you enter. It shows you trends over time and allows you to analyze patterns in keyword search volume. For example, if your keyword peaks each year in March, you’ll want to make a note in your content calendar to use it during the upcoming peak period.
Currently, millions of American families are confined to their homes for work and school due to the outbreak of Covid-19. Check out how the search term “homeschooling” has spiked in March 2020.
Google Trends also shows you related topics and queries searched for by users who searched for your search term.
5. Use an Automated Scheduler
There are many marketing automation platforms available to help busy business owners and marketing execs organize their blogging strategies. Typical automation tools assist users in drafting blog articles and building a content calendar. The best platforms teach users about SEO basics and how to properly plan blog content.They also allow you to schedule the ideal times to publish your articles and social media posts automatically. This way, busy business owners and managers don’t have to stop in the middle of daily operations to make timely posts on social media. Automation is especially helpful in building a high conversion blog if you don’t have prior experience in doing so.
6. Promote The Blog
Just in case you were wondering what social media has to do with your blog content, herein lies the answer. To drive targeted traffic to your website and blog, you will need to promote it. Social media is the perfect place to promote your new blog and articles. Your social media followers chose to like and follow your business because they want to be among the first to know what’s going on with your brand. They’re already ripe with interest, so give them extra value by letting them in on your latest blog posts. In addition to using your social media page, take advantage of your online communities & groups, Pinterest, your email subscribers, and your own web or blog site are great places to promote your blog. Be sure to link your new blogs to previously published posts that contain relevant content.
7. Post Balanced Articles
Because you’re reading this post, we can tell you want to use your blog to drive conversions and sales. However, to create a blog that sells, you have to make sure your readers don’t always feel like they’re being sold to. Most blog readers come to look for information, repeat visitors come back because they consider a blog to be a go-to source for that information. That said, be sure to balance your blog posts between 2 focuses: customer retention and lead generation. Retention articles help to create loyalty, while lead generation articles aim to get new leads. Trust us, you need to have both to convert your readers into solid leads.
8. Include Calls-to-Action (CTAs)
CTAs are like the bread and butter of modern web pages. This is your short, but powerful, opportunity to inspire your reader to take the action you desire for him or her to take. There are different ways to use them in your blog. They can be placed in hello bars at the top of the page, scrolling sidebars, mid-post pop-ups and more. HubSpot suggests using them as anchor text within your posts is highly effective at increasing conversions by as much as 121%! Speaking of anchor texts, here’s a good way to position them within a blog that converts:
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9. Find A Blogging Partner
Locating a blogging partner can be easy, but what is it you may ask? A blogging partner is another business that writes blogs and is willing to team up to accomplish a goal that is similar to yours. This company ideally sells products or services that complement your own without competing. For example, let’s say you sell refrigerator parts and perform repairs. A potential blogging partner may sell brand new refrigerators, but no parts or repair services. Like any other business partnership, you join forces to make your reach wider and more effective. An excellent blogging partner will often co-write and cross promote for their partner-business.
10. Optimize SEO
Alas, the holy grail of content marketing! There are several key points that you must attend to for successful SEO. The easiest way to make sure you’ve done a good job optimizing each blog post is to use a plug-in to upload them to your WordPress website. We enjoy using Yoast plug-in because it is user friendly and easy to navigate. Whether you’re using a plug-in like Yoast or not, you need to make sure you cover all the basics to help your blog rank in the search engine results page. When your goal is to write a blog that sells, you cannot afford to ignore the power of SEO optimization.
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