Blogging is an effective marketing tool that is unfortunately underused by some businesses. Unfortunately, ecommerce sites don’t see the value of a blog and see it as a distraction.
Naturally, producing consistent quality content may be outside of their area of expertise. And filling your website with shoddy content is the worst strategy. You will only get lost in the ocean of words posted daily. For example, on WordPress alone, there is 2.3 million blog posts each day.
While blogging is not a requirement for a successful website, it can go a long way in building your credibility, generating new traffic, and promoting your products and services. Previously, we have shared strategies for success with copywriting and social selling and advice for write compelling blog posts.
Today we want to share some specific tips that you can follow to increase the conversion rate of every blog post:
- One job, one goal – You blog with one goal in mind so you can be everywhere. As a result, you won’t confuse your readers regarding your goals. Meet with your team to determine your goals using the SMART or CLEAR method. From your main goal, you can create sub-goals within the blog, but make sure you don’t stray from your main goal.
- Identify your audience – Knowing your audience will determine the language you are going to use. In marketing jargon, mirroring is a method of mimicking the prospect’s movements to make you more accessible. You can get your point across more clearly if you speak the language of your target reader.
- Find your voice – How would you like your audience to know you? You can leave an impression by the tone of your blog content. Finding your voice is establishing your corporate identity. How would you like to sound casual the way you talk to your family and friends? Would you like to look professional, like you would treat your colleagues? You can be humorous, witty, upbeat, informal, or serious. But always aim for authenticity because the audience will sense the falsity.
- Write catchy titles – It takes less than five seconds for a reader to decide whether or not to continue reading your article. And it all starts with the title that catches their attention and arouses their curiosity. Your title should be witty, provide a solution, and be SEO-optimized. How many words should your title contain? The numbers vary, but make sure they are no longer than ten words. The Institute of Advanced Marketing released a handy tool to assess the emotional marketing value of your headline.
- Solve a problem – The blog post doesn’t have to exist in a vacuum, which means you aren’t writing just to hit your daily quota. Content is suitable for research intent. Customers go online for a solution, whether it’s buying a product or answering their nagging questions. But try to provide a solution that resonates with the reader’s emotions. If they can relate to your post, they tend to take an affirmative action
- Optimized for SEO – It doesn’t matter how good your writing is, it doesn’t matter if you can’t reach your target audience. Search engine optimization will get you there. By using SEO best practices, you will rank better on search engine results pages. As the numbers show, people typically find their answers in the top five websites in Google’s SERP. For example, the first website in Google search results will end up 33% of total traffic
- Update regularly – What does systematically mean? The frequency of your blog post depends on your business. A small business can blog 3-4 times a week, but high-traffic websites tend to post daily. The magic number appears to be 11 or more per month. Hubspot put the number at 16 or more, with websites generating 3.5 times the traffic. Consistency also refers to the days of the week that you post. You can also ask your readers to subscribe to your newsletter or RSS feed. This way you can alert them every time you post a blog
- Be aware of your time – The time that you publish your blog on your website is as important as the frequency of downloads. If you are a small business, you may want to consider hiring content writers who are knowledgeable about SEO. In 2017, Trackmaven (now Skyword) published a report concluding that Sunday is the best time to blog since they have been shared a lot more. Meanwhile, Tuesdays, Wednesdays and Fridays fared less well. Another research suggested that the best time to post is between 9 a.m. and 10 a.m. on a weekday. But you can always measure your post to determine when is best for you.
- Anecdotes and real-life experiences work – A case study that will support your solution or hypothesis will help better persuade your audience. There’s a reason people read reviews before buying a product: they want to hear other consumers’ perspective and figure out the pros and cons. Meanwhile, writing trivia not only provides the proof that your readers need, but they are also very engaging compared to an average blog post. Again, be sure to draw the case study from your experience rather than pulling it out of nowhere. Readers can sense if you are trying to manipulate them.
- CTA – Finally, your blog should include a call to action to make your point of view understood to readers. That way, your audience wouldn’t be confused by your intentions. You can ask them to share your content, try your product, subscribe to your newsletter, or comment on your blog post. With a compelling CTA, you can encourage your readers to engage with your business.
If you haven’t jumped on the blogging bandwagon yet, it’s still not too late for your business to do so. But it’s a slippery slope, especially if you’re unsure of your writing skills. Fortunately, you can outsource your content to professionals with the experience and knowledge to get results. The benefits you get from achieving your goals will outweigh the cost.
This article has already been published on SocialSellinator blog.