Is the blog on your website just sitting around, waiting for someone to read it? Or is it acting like a virtual salesperson for your business and bringing in new customers left, right and center? If you’re here, you probably find yourself in the first scenario, wishing you could make the second scenario a reality for your business. Well, you’re in luck – you too can turn your blog into a moneymaking machine.
Likes, shares and views are great, but they don’t bring in any money. That’s why you need to optimize your content to turn readers into leads and customers. There are some simple tricks you can master that will take your blog to the next level and give you a big boost in sales.
Let’s take a look at how we can make blog posts do the selling for us. Here are four tips to create content that converts.
1. Know your audience.
Fishermen know what bait they need to make the catch they want. You need to have similar knowledge as a marketer. In order to deliver a message effectively and convert your target audience, you need to know what message, or bait, is going to capture them. The only way you’ll be able to create content that converts is by knowing your audience inside and out.
To learn more about who your target audience is, start creating a buyer persona. Think about their personal backgrounds, including their education, their company or job title, and their preferences, like what sites they visit to find information and how they prefer to shop. Then go even deeper to find out their needs and values, what makes them happy, and what frustrates them.
Are you wondering how you’ll discover all this personal information? Well, there are simple ways to learn about your audience, such as by asking visitors to your website to fill out a survey and by searching your keywords on social media and on sites like Quora. The more you know about who you want to sell to, the easier it will be to create content that convinces them to buy.
2. Optimize for buyer keywords.
Over 69,000 Google searches are made per second; Google has become the go-to source of information, and the keywords people type into search engines can tell us their intent at the time of the search. Buyer keywords are the search terms people use when they’re planning to make a purchase, and you can sprinkle them throughout your blog posts to ensure your content gets in front of consumers who are ready to buy right now.
There are three types of buyer keywords:
Informational keywords – Consumers use informational keywords in the awareness stage. They have a problem and are searching for a solution and more information. They use search phrases like “how to,” “guide,” “tutorial” and “alternatives.”
Navigational keywords – Consumers use navigational keywords in the consideration stage. They’re doing more research to see if the solution is right for them. Search phrases can include a brand or product name, “near me,” “cost of,” and “reviews.”
Transactional keywords – Consumers use transactional keywords in the conversion stage. They’ve decided on a product or service, and they’re looking for a place to buy. Search phrases include “buy,” “where to buy,” “download” and “discount.”
You can use a tool like Ubersuggest to research high-volume, low-competition buyer keywords so that you have a better chance of ranking for them. You should have blog posts for each stage of the buyer process that include buyer keywords in the title, headings and body so you can be the one to guide them on their journey to buy.
3. Optimize your copy.
Just as you optimize the copy on your landing page to convert, you need to optimize your copy for blog posts. According to the Nielsen Norman Group, users on average only read about 20 percent of a webpage, so you need to include important information about your business in your content to avoid missing out on any opportunity to convert readers into customers.
A key element of writing content that converts like crazy is to include a value proposition. The value proposition is a statement that identifies clear, demonstrable and measurable benefits a consumer will get when they buy your product or service. But nobody wants to read an entire blog post that’s an obvious sales pitch, so create content that’s relevant to your business by defining a specific problem and providing practical steps to solve it.
For instance, if your company is a graphic design tool website, you could write a blog post titled “How to Create Graphics for Your Blog” that provides readers step-by-step instructions on how they can do that with your product. Solving the problems of your audience will bring value to your content and convince readers that your company is the one they should trust the most.
4. Always include a call to action.
Never leave your readers guessing what the next step is after they’ve read your content. Tell them what the next step is by including calls to action within your content. This is an invitation to the reader to take a certain action. For example, if you write a blog post series, place a link to Part 1 in Part 2 so that readers get all the information you want them to.
Your content will never convert if you don’t put the option out there. Every blog post should include some sort of clickable call to action that will benefit your audience – for instance, links to other relevant posts, an option to download a freebie you’re offering, the option to subscribe to your email list or a link to a free trial. When you provide useful content to your readers that they love, they’ll take your advice on what they should do next and even what they should buy.
The helpful, engaging content your business creates can be found online any day of the week, any time of day and by anyone in the world. When you start creating content that converts, you’ll have a steady stream of readers lining up who want to become your newest, best customers.