At times bloggers involved in content marketing forget about the importance of converting blog readers to customers. You must speak to the needs, wants and day-to-day problems of your readers to end up with the conversions you seek. Here are some tips to help you increase your blog conversion rate.
How effectively are you communicating value? Make sure that you are utilizing clear writing via understandable terms—don’t just share interesting information. There is an avalanche of that available at every turn online. You must create content that benefits the public in a tangible way, and grabs their attention. This is the way to generate leads and increase your brand awareness. Both of which can lead to readers taking action.
One way to create value and drive conversions is to occasionally specialize into an even finer niche segment with a blog. This basically means that you are temporarily further delineating your audience, and speaking only to a narrow subset that has a special need for a niche product. Despite the fact that the audience might be much smaller, the effective conversion rate might be quite high due to the focused effort.
In a somewhat similar way, you might consider addressing your audience according to their various ranges of experience levels. For instance, if you are covering approaches to physical fitness, one blog could be on the most basic rudiments for out of shape beginners and another could be for athletes that have been pushing their limits and are looking for some cutting-edge insights to bump them off a plateau. Perhaps give them some additional incremental progress towards true excellence.
Goods and services that help people solve real-world problems are highly sought after. When blogging about an issue, there are some specific steps you can take to make sure you cover the basics of a particular problem. First, effectively introduce your focused topic for that particular blog. Make sure you explain it in terms the reader can understand. Illuminate as to how it directly affects the reader to establish relevancy. Then outline your recommendations on how to use your information to directly address the issue at hand. You might also extrapolate as to how this issue will evolve in time and affect people in the future. Finally, provide a call to action that will drive conversions.
Always keep your content relevant to people’s lives. Members of your audience are living in a broader-based world than just what you are focusing on with your business. To stay relevant, keep some healthy attention on what is going on in the outside world, and what might be on people’s minds. This can even include world events, the current season and weather, holidays, or sporting events, for example. This expanded view will raise the level of engagement and trust, and it reminds viewers that you too are one of them, a personable member of a vital community!
Kelly Walker is creative director for Intrepid Marketing, a Bend, Oregon ad agency. For more information, contact Kelly at 541-419-9976 or Kelly@intrepidforward.com
