Did you know that two million blog posts are made every day? Blogs are written literally on any subject you can possibly imagine. The purpose may be to educate, to present some organization or a product, or a service, or to promote.
The majority of blogs are made to promote a product or a service and certainly are a powerful tool for content marketing. The websites that contain blogs have more traffic and more conversion if the blog is engaging and well promoted.
The truth is that only about 40% of marketers see the positive ROI thanks to the posts they are publishing.
So, how can you be sure that your blog is providing you the revenue? What is it that makes the difference between well-written advertising and the one that makes you money?
How Does the Visitor Become a Customer?
You have created a great presentation about your business, and probably many people would like to read it. But, that is not a guarantee that someone who has read about your products or services will decide to buy from you.
A potential client needs to pass the way from interest to purchase, known as a conversion funnel in eCommerce. It is up to you to make sure that your potential customer turns into a buyer.
The conversion funnel is the path on which the potential customer is being guided from the first visit to the company website to the purchase of the product. The word funnel is being used because the customer is being led to navigate through fewer options at each step of the way.
There are three stages to pass, and the types of content you need to offer at each one of them.
- Awareness stage – you will present your company, your products, and services on a website through text, photos, or videos such as blogs, e-books, “how-to” videos, guides or tutorials, educational webinars, etc.
- Evaluation stage – now that you have drawn interest, you need to keep your potential client to stick around and explore some more. You can do it by offering customer testimonials, case studies, demo videos, catalogs, FAQ pages, and other content, giving more information about your products.
- Purchase stage – the client is convinced that you do offer what he/she needs and is ready to buy from you. At this point, you need to provide the pricing list, coupons, free consultation, or free trial.
The purchase stage is the most important part of the process when you offer the most value to the client, giving the final incentive – why is the specific product the right choice for the specific need of your client.
How Do You Create Highly Converting Content?
Think about what you want to present to your clients. You want to make them interested, but even more, you want to convince them that you are offering value, quality, and reliability.
Who is Your Customer?
When creating your presentation, you need to know which specific kind of people will be drawn to it, and then personalize your content accordingly. Ask yourself who the person that may need your product or service is?
Starting from demographics such as age, gender, educational level, social status, marital status, profession, interests, you need to know the most important – what are the problems, needs, and wishes of your potential audience?
Offer the Topics About Possibilities and Solutions
People who are looking for the solution to their problem are most likely to become a buyer. Once you know your target audience, you may present the outlines of solutions to their problems, giving them valuable information, leading to the conclusion that your product is the answer they are looking for. That is the purpose of this type of marketing.
Concise Your Text Format
When looking for a product or researching the market, people tend to look for precise information or words that are linked closely to their search. In order to keep their attention, you should write short paragraphs, use lists, bulletins, and illustrations, capitalize the keywords.
Call to Action
Although it may seem a bit insisting, you can benefit a lot in your content marketing if you offer your customers options to take action. You need to give a simple and inviting lead like a banner, a mailing list subscription, and an invitation to a webinar.
Don’t Try Too Hard to Sell
When promoting a product, you need to find the right measure of suggestibility without giving the impression that you are insisting too hard. Instead, you can give valuable information and advice that would lead your customer to purchase the product.
Create Emotional Reaction
Emotions are an important component in decision-making. Smart marketers use the appeal on customers’ emotions to sway the purchase decision in the right direction. Provoking positive emotions related to the product certainly makes the client more prone to buy it, and you manage to create a relationship of trust with your client. He/she will not search for a product elsewhere.
People want to be sure that they have made a favorable deal, having the feeling of getting the value for their money. You may offer some more reassuring by giving the money-back guarantee on the product, the free trial, or some other “safety net” option.
Use the “Buying Cycle” Pattern
Buying a cycle is the pattern that we all go through in the process of purchase. First, we realize that we have a problem or need, then we begin the initial search for available solutions, gathering information. After we have found the solution or the specific product that satisfies our needs, we are doing the final research on where to acquire it.
Knowing how the buying cycle works, you may adjust your content marketing to follow your potential customer on his way through the pattern, giving the right incentive at the right moment.
“Content is King” and Promotion is King’s Horse
Surely your King cannot go on foot. It won’t get him very far. In other words, no matter how amazing your advertisement is, without the right promotion, it will not bring you much revenue.
Blogs are a powerful means for achieving high revenue. It is known that the marketers who post blogs regularly are likely to generate over 60% more leads. Some people will use this argument to declare content marketing a clear winner in a battle between content vs traditional marketing. However, mere presentation is not making the difference. The crucial point is where, when, and to whom do you present your blog.
In general, you want as many possible persons to read your blog, increasing the chances to convert them to buyers. The more you blog, the more your blog is being seen, your traffic will grow more.
Another truth is that you should dedicate significantly more to the promotion than to create your advertisement. When you are designing your presentation, keep in mind the overall promotion plan, like a vision board of continuous text aiming at a precise audience.
When your time and effort are mostly spent on promoting on the right platforms and channels, your blog will drive more traffic, and consequently, the creation of new pieces will get along more easily. In simple words, you should be dedicating much more time to the valuable promotion than to the creation of your advertisements.
According to your targeted audience, you will choose the social media or platform that will bring you close to your potential customers. You don’t want to share your blog everywhere because it will dilute your strategy and make your promotion less efficient.
Depending on the social media, if it is Facebook, Twitter, Instagram, LinkedIn, or some other, you will create different kinds of content and content strategy – posts, visuals, videos, etc., to promote your blog with the backup in good SEO practice.
The general conclusion is that when you use an efficient strategy for your blog promotion, you can expect that your quality content will generate leads and revenue.