If you’ve been in the business world for a while, you probably know a little bit about the importance of blogging. This new form of marketing involves creating content to spike interest rather than promote. A successful business blog will have posts about everything from current affairs to seasonal care. A lawyer’s blog may discuss recent cases of note. A retail blog may include posts on how to dress to impress. Neither of these ideas involve direct marketing, yet they can work wonders at leading people to your business website.
And, you don’t need us to tell you that leads are essential if you want to see sales. The more people who come onto your site, the better chance you have of converting. That’s a goal any business will want to work towards. The only trouble is, leads from your blog won’t necessarily convert as much as you might like.
The fact is that blog leads are different to those from platforms such as social media. When you publish a blog post, it may reach readers who would never have searched for your products. What’s more, these people will click on your site without any idea of what you do. This is good for finding customers from new places, but it also makes leads here harder to convert. If you aren’t careful, people will read your posts and click away. That’s the downside of indirect content like this. If this happens often, you may find yourself asking whether blogging is worthwhile.
But, we’re here to tell you that it definitely is. There’s a reason the business world is going crazy for methods like these. That said, they aren’t a walk in the park. You can’t merely press publish and hope for returns. Instead, you need to learn how you can use blog leads once you’ve hooked them. And, we have some pointers to help you do it.
Use your margins
Bearing in mind that these new customers don’t know you, it’s first worth putting your margin space to good use. A blog page, like any website, will have ample room for advertisements. While an obviously promotional post will turn customers away, we’re all used to ads in margins. All you need to do is make sure that your products are the only ones you place here. By putting offers and products in this space, you show everyone what you do without having to tell them. And, everyone knows that showing reaps better results than telling. Admittedly, you may still find that ads don’t gain everyone’s attention. But, if people like what they see in your blog, there’s a higher chance of them clicking on these at the end of their visit.
Analyze your successes
Over time, you’ll come to find that some blog posts see a higher interest and conversion rate than others. This, in turn, can help towards securing sales in the future. If you notice a lot of sales coming from one blog post, for instance, you only need to ask yourself why. Often, this has to do with the way information is portrayed, or the subject chosen. It may even be down to nothing more than your selection of keywords or your time of posting. All these things can play a significant part in your successes. Even better, recognizing patterns like these doesn’t have to be hard work. By turning to content marketing tools like the First Impressions app by Zag.ai, you can discover exactly which content works best and why. That, in turn, frees you up to create more of the same so you can enjoy increased sales.
Link every article back to your products
This point is perhaps the hardest for most of us to get our heads around. Isn’t the whole purpose of this content its lack of promotion? In many ways, yes. But, by getting smart with topics, you can find less obvious ways to link back to your products. The best way to do this would be to use internal links within your posts. These are good news for your SEO prospects at the best of times, but they could also work wonders for sales. By linking back to products on your page, you increase the chances that readers see and buy your goods. The key is to keep this from being too forced. No one will have respect for you if you ram the joy of your product down their throats. Readers will click off before finishing if you do this. But, by respectfully pointing out how your products are relevant, you can start to see success. Say that you’re writing an evening self-care post. If your company sells bath bombs, you could drop a link in the ‘evening bath’ section of your post. You don’t need to point this out or refer to it any real way. Just leave it there and let it work its magic.
Use exit popups
When you first enter a website, pop-ups are the last thing you want to see. As such, planning your popups to appear straight away would be a mistake. Far from converting leads, this would lose you viewers. Still, there’s no denying that popups have their place. These are a way to let blog customers know what you do as a company. They can also provide calls to action which are invaluable to conversions. By urging readers to sign up for a newsletter, for instance, you can keep leads hooked. Then, you can ease your way to a sale. But, what can you do if you can’t place these at the start of a visit? Stick them at the end, of course. Popups are a whole lot less likely to annoy if a customer is already clicking away. At the worst, they can press back again. At best, they’ll have seen enough to encourage them to sign up. While this method does involve playing a long game, something as simple as an email address takes leads a lot closer to sales.