When you first begin creating a business blog, it can seem like you’re ploughing all your effort into something that may seem useless.
It can take up time in your busy calendar to maintain a consistent blogging schedule and if the returns aren’t obvious, it will feel like a waste of time.
Running a company blog is a form of inbound marketing – a strategy that a business can use to position themselves in front of customers and allow them to make the purchasing decision. Instead of pounding them with TV advertisements and spam emails, blogging provides an audience with the resources they need to make a decision.
However, you may be struggling to see the point of a business blog if you aren’t seeing an increase in customers, sales or even leads.
To combat this issue, Elise Dopson shared five strategies to convert the readers of your blog into paying customers and why you shouldn’t neglect this form of inbound marketing.
#1 | Include Product Links Within Your Content
If you’re creating a company blog, you need to be providing information to prospective and existing customers about the area of work you run. The chances are, you may add a shameless plug of a product that you sell. This gives you a chance to convert that reader into a customer.
Let’s say you’ve got a fitness website and sell exercise equipment. You might be writing a blog post titled “6 of The Best At-Home Fitness Products” and you’re talking about how amazing it is to have a treadmill in your home – a product that you sell.
Adding a link to the products you’re talking about can help to both build your internal link structure (which can add SEO value to your article!), and give you the opportunity to provide your reader with a way to purchase the item that you’re recommending to them.
#2 | Special Offers and Exclusive Deals
Readers are nosey and selfish but when I say that, I don’t mean it in a rude way. Think about the last time you visit a company website. Why did you do it? The chances are, you did it to find out an answer to something that you want to know.
This is a completely natural behavior and one that your blog should be harnessing to grab people who are displaying an interest in the industry that your business operates within.
Offering special discounts and deals on the blog section of your website will provide a customer who is thinking about purchasing from you an actual reason to. They may end up on your company blog wanting to know more about your business, so implement special discount codes here to persuade a new customer that you’re worth buying from.
Including these offers in your blog could also entice existing customer to regularly checking-in on your posts. This gives your business the opportunity to make a loyal customer, who will boost your website traffic by frequently visiting your blog.
#3 | Optimize Your Call-to-Actions
Call to actions (CTAs) are extremely powerful when used correctly and many businesses are missing a trick by forgetting to include them in their business blog posts.
As the name suggests, this feature calls on your reader to complete an action that you want them to do; whether that be to visit your online store or sign up to your newsletter. A CTA for your blog post can be implemented for any goal you have.
Want to increase the number of recipients in your mailing list, increase your social following or boost sales of a certain product?
Crafting a compelling call to action that is creatively asking your readers to do something (without being too forceful) can help to convert them from a person in your audience to a purchasing customer.
You can put CTAs in the bottom of your article to conclude the blog post, or even in the sidebar of your blog as an additional design feature.
#4 | Use Emotion and Urgency in Your Content
A tactic that you may not have realized can influence a person’s decision to buy is emotion – which is exactly why you should be using them in your blog posts.
Using emotion in a piece of content is a tip that many successful copywriters use as it pulls on the heartstrings (or even weak points!) of your reader. Whether it be amusement, excitement or even fear of missing out, it’s a great technique to influence a blog reader that your products or service is worth their money.
The easiest way to use emotion in your content is to slightly alter the language you’re writing in. Instead of saying ‘this would be a good idea’, try using a sense of danger that triggers an emotion. Something like, “If you’re not using this social media tool, you could be losing customers” will give them an urge to act quickly and purchase the product you’re talking about.
#5 | Concentrate on Your Industry
Think about the purpose of your business’ blog. It should be to provide people with relevant information that coincides with the products and services you’re offering and shouldn’t stray too far into areas of business that you don’t provide.
Let’s say you run an online business that creates and designs infographics. You may want to center your blog around branding, graphic design and the importance of visual content. If you start to talk about your favorite pasta recipes, it won’t appeal to your audience and it may be off-putting to somebody visiting your blog.
Sharing relevant content on your company blog is essential if you want to convert visitors into sales or leads. You want to prove to them that you’re an authority in your niche, so giving them content that assures a person that you’re knowledgeable on the content will allow you to show this. Plus, sharing pasta recipes will divert your time away from providing your website with SEO-rich copy to hit and target your keywords!
As you can see, there are several tactics that you can use to convert your business’ blog readers into paying customers. Now, it’s up to you to implement them and see the benefits.