Many businesses think of their blog as a content-driven accessory to their primary website. To them, it’s a content-driven promotional tool that’s ideal for promoting via social media and generating buzz.
Far fewer businesses realize that their blog, far from being a content-driven social tool, can also be an incredible asset for driving conversions. In this guide, we’ll talk about how you can use your blog to produce leads and sales for your business.
We’ll share five proven tactics for using your blog to drive profitable traffic to your lead capture pages or order form. We’ll also show you how not to blog, and how an ineffective blog could be costing your business a significant amount.
- 1 Know your blog’s audience exceptionally well
- 2 Include a call to action below every blog post
- 3 Incorporate your products or services in posts
- 4 Keep visitors on your blog once they’ve finished reading
- 5 Embed calls to action within your blog posts and content
- 6 Does your blog convert visitors into leads and customers?
Know your blog’s audience exceptionally well
Many companies blog, but few understand their audience. By paying attention to the people that read your company blog, you can tailor your content to answer common questions within your target audience.
The more closely aligned your content is with your audience’s needs, the better it is as a conversion-driving sales tool. Look at the audience of your Facebook Page and your blog’s comment section and tailor your content and web design to suit your reader profile.
Include a call to action below every blog post
Far too many companies think of their blogs as purely informational. They write in-depth, detailed blog posts that inform and educate their audience, only to give them nowhere to go once they’ve reached the conclusion of the post.
Every blog post your business publishes should have a call to action at its end. This call to action could direct users to a landing page, encourage them to enroll in your email list or simply encourage social sharing to expand your audience.
Incorporate your products or services in posts
It’s easy to market your products and services using your blog without coming off as ‘salesy’ or overly commercial. To drive conversions of a certain product, link directly to it from one of your posts and mention its benefits and advantages.
Make sure you link to your product and service pages – just mentioning them alone is rarely enough to inspire action. This tactic has the added advantage of directing a small amount of PageRank towards your product pages, improving their rankings.
Keep visitors on your blog once they’ve finished reading
When you reach the end of a blog post, what do you do? Many companies include a list of sharing buttons at the end of each of their blog posts, typically in an effort to encourage sharing of their content on social networks and online communities.
More often than not, this is a mistake. It’s often far better to include links to some of your other blog posts for readers to use. This tactic keeps readers on your website by suggesting new content instead of sending them off-site to share your blog post.
Sharing isn’t always the best marketing strategy. If you’re in the B2B field, in which a single lead is often worth thousands of dollars, it’s often far more effective to keep prospects on your website and increase their trust in you than to share widely.
Embed calls to action within your blog posts and content
Most marketers leave their call to action for the end of a blog post of video. This is typically done under the assumption that a reader who has made it to the end of a detailed blog post is the most engaged, and thus, the most likely to convert.
This isn’t always the case. Many of your blog readers will skim read or only read a section or two of your post before clicking away. Embedding several calls to action within your content gives you several changes to direct them to product pages.
Instead of adding a single call to action to the end of your blog post, include several calls to action. Try adding one every 3-4 paragraphs linking to a different product or service page; this also lets you market a variety of offers in each blog post.
Does your blog convert visitors into leads and customers?
If you’re blogging frequently, is it paying off? Without the right strategy, it’s easy to publish post after post without seeing any results. If your blog isn’t producing the results you’ve hoped for, consider applying the five techniques listed above.