Blogging is a great way to reach new people in your target market. It allows you to share knowledge and become a thought leader in your industry while simultaneously generating new leads and sales.
While you may get a few inquiries about your product or service through a lackluster blog, it takes a strong strategy to consistently convert your readers into customers.
Follow these six tips to start generating more sales from your blog:
1. Write about topics your customers are interested in.
In order to generate new leads and customers from your blog you must write content that attracts the right kind of reader.
To do this, write posts that your customers would be interested in that also relate to your industry. For example, SEOmoz is a company that sells SEO software. Their extremely popular blog includes posts that help search engine marketers learn more about improving their own SEO. Another example is one that I wrote about how your brand is more than just a logo etc.
On their blog you’ll find articles like 10 Dead Simple Tips to Take Advantage of Google+ for SEO, 5 Link Building Tactics to Improve Your Local Rankings and What Kind of Content Gets Links in 2012?
Ask yourself what questions your customers and leads might have and then write posts that answer those questions.
2. Cite your sources and use examples to build up credibility.
When putting together your blog posts it’s perfectly okay to state an opinion or write from experience; however, when you state facts (especially statistics) you should cite your sources. This helps you build up credibility with your readers.
When you build up credibility you establish trust and authority. These are two key components that will help you turn your readers into customers.
It’s a good idea to write a blog post about your own product or service when you have a major announcement such as a new feature release. It’s not cool to write self-serving posts all the time. Doing so will bore your readers and push them away.
A good strategy for keeping your product or service top of mind while not writing self-serving posts would be to link to yourself when relevant. For example, when we write about logo design services we link back to our own site (just like that!).
Not only does this allow us to include information about our services in a blog post, but internal linking also helps us improve our SEO rankings!
Getting the right kind of readers to your blog and wowing them with high quality content is only half the battle. Once readers finish a post you need them to convert into a lead (or directly into a customer).
One of the best ways to accomplish this is by including a strong call-to-action at that end of the article. Naturally, you don’t want to ruin an otherwise great post with glaring self-promotion, so you might consider using a call-to-action box.
Unbounce example of a call-to-action box at the bottom of a blog post.
Kissmetrics example of a call-to-action box at the bottom of a blog post.
Make the box part of your blog theme like Unbounce and Kissmetrics do so that it automatically shows up after each post.
It’s not enough to just have a call-to-action box though. You must link your call-to-action to a compelling landing page. This could be your product or services page or it could be a page you create specifically to provide a special offer for your readers.
Unbounce landing page for blog readers.
Depending on how your product or service is priced you may ask readers to fill out a lead gen form for more information or you may ask them to make a purchase right on the landing page.
Low priced, impulse buys, should include a call-to-action to buy right away. Larger and more complex purchases should include a lead gen form so that the viewer can request more information while you capture their contact information.
6. Provide a special offer to your blog leads.
If you capture contact information on your landing page through a form you’ll want to automatically send out an email to those leads. Included in that email should be more information about your product or service with an additional call-to-action.
The call-to-action in your email could be to download a white paper or some other soft conversion. Or you could go for the big sales ask right away but include a limited-time discount or special offer to sweeten the deal. Your blog readers will love that you are rewarding them for engaging with your content, and by making the offer “limited time only” you create a sense of urgency that encourages them to act right away.
Following these six tips will help you begin converting your blog readers into customers. We try and follow these principles at our logo design company too.
Do you have any questions about using your blog as a lead generation tool? If so leave a comment and I’ll do my best to answer your questions!