How to Convert Readers of Your Business Blog into Loyal, Paying Customers

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.

business blogRunning 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.

Comments

  1. says

    The first key is providing great content that makes them faithful readers of your blog. Then you have a big advantage trying other tactics because they already see you as a trustworthy source of good information.

    Discounts, special offers and calls to action are good ways to turn that good will into business.
    John recently posted…Podcast: Building Organizational CapabilityMy Profile

    • says

      Hey John.

      I completely agree with you on the importance of providing value to your audience. It’s so important to connect with your readers if you’re wanting them to convert into customers!

  2. says

    Hi Elise,

    I think the first step is to get these readers to trust your product and the services you render. You need to provide great value and demonstrate on the blog how these values can help change their life’s for the better.

    Once you can win their confidence over, and the trust is there…making sales won’t be all that difficult anymore.

    Using emotional tactics, scarcity, tweaking your call-to-action button etc..all these will make the existing bond between you and the readers yield positive results and generates more revenue.

    Thanks, Elise and Sue.

    • says

      Hey Shamsudeen,

      I couldn’t agree more! Once the confident and trust is in your audience, they’re much more likely to convert.

  3. says

    Hey Elise,

    I have analyzed a few company websites and they are really into CTA. Your readers can be converted into your customers only if you provide something valuable.

    Providing them a few offers can be great. It’s like spreading the Jelly in a jar with no limits.

    Improvising your content by adding the products in between can also work.

    ~Ravi
    Ravi Chahar recently posted…How To Add Bing Maps to Your Website Without Any Plugin?My Profile

  4. says

    Hey Elise,

    Thanks for this guidance, I observed that product link the content have more sales than the direct promotion, only and only if the content is persuasive and convincing, which mean writing of words have more impact on business of blogging.

  5. says

    Hi ELISE,
    Just finished going through your guide in detail. It is very thorough and complete. I have picked up some new things that I believe will help me in my affiliate efforts. One thing is for sure is that SEO and everything associated with online marketing is a moving target but your guide allows us to focus in on the important components and if we do them well we are in effect giving ourselves the best chance of surviving any future changes the search engine might throw at us.. Keep up the great work, I really appreciate your efforts.

    Thanks

  6. says

    Hi Elise,

    Turning blog readers into rabid customers isn’t an easy task at all, though 100% possible. Business bloggers who desire to do this must have to master the art of copywriting. When you write compelling articles on your blog, you may not even need to present any product (though not in all cases) and you will hear them asking you for something they can pay. I think this was possible because you’ve been able to use the law of preeminence on them over and over again. Give so much value that your readers will be so much dependent on it.

    Thanks for sharing your thought with us.

    Emenike Emmanuel
    Emenike Emmanuel recently posted…Hidden Costs of Launching a Startup You Cannot Afford to IgnoreMy Profile

  7. says

    Hey Elise,

    Providing better discounts and deals to our customer can be very good idea to make them happy and it also provides chances to develop healthy relationship with new customers. Emotion is really a good idea to entertain as well as engage our readers to our post.

    When we try to write blog in straight forward manner, sometimes it makes bore and as a result they bounce from our blog post. Our blog post must have potential to entertain and educate our loyal readers. Eventually, thanks for sharing your experience with us.

    With best wishes,

    Amar kumar

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