Blogs are super easy and a great way of getting more site visitors. Each blog post that you create, if used correctly, can be an effective conversion tool. In fact, as per some research blogging can help you get up to 67% more leads. Using targeted content that guides readers through your sales funnel, and you can successfully convert your visitors into customers.
We have outlined conversion optimization steps to create the right content for the right people, stimulating purchases.
1. Integrate Your Blog into Your Sales Funnel
Most brands admit that the blog helps them generate new leads. So, companies should consider a blog in their sales funnels. As per traditional sales funnel model number of your potential customer decreased with every step as only few gets closer to a purchasing decision. Below is the diagram of the sales funnel and its phases.
The top of the funnel outlines all the people aware of your brand and the obstacle that you address. Then, the ones who are interested in your brand and consider purchase moving forward to the middle of the funnel. Finally, only fewer will purchase at the bottom of the funnel.
Blogs are also an excellent opportunity to add pages to your website. Below graphic shows that company websites with 401-1,000 pages get six times more leads than sites with fewer than 100 pages.
Blog content best applies to the awareness stage of the sales funnel. If your content shows that a reader has a problem that your brand can solve and raises trust in your products, it stimulates your leads to move further through the sales funnel.
2. Attract Visitors Who Are Likely to Convert
We understand that not all blog’s reader can be converted. Let say only some number of reader came to your website by accident and just interested in your content. To attract costumers most likely to convert, you should:
Visualize Your Ideal Customer
First, know the purpose of your product and define the target market for your products. Identify your ideal customers as some products are for a small group, and some serve the broader audience. To identify the right prospects, you should create a buyer persona that answers questions like, where your customer is located, their profession, interests, and the challenges they face every day.
With the help of this information, you will know who your potential customers are, what they require, and how you can influence their behavior.
Use Analytical Tools
When you think of a topic for your next blog post, consider what type of content would interest your potential customers, and start brainstorming a subject for your blog.
You can target your content based on the information you’ve about your proposed customers using the following tools:
- Google Analytics: It is used to evaluate the popular posts which have the highest number of views and the highest engagement rate.
- BuzzSumo: It helps in analyzing your content or the content of your competitors to find the most popular posts in your niche.
- Google’s Keyword Planner can find out what other queries are associated to your keyword core.
Most of your readers come to your blog via Google and search questions. With the help of the data you have gathered and used same keywords that your readers use, you increase your reach to the right audience and do proper conversion optimization.
Show the Value of Your Product
To promote your product correctly, you must know the pain points of your targeted readers. If you can address their problems and offer your products as a solution and directly your product will become desirable.
See below customer awareness scale to promote your product correctly and show the value of your product.
Source: Blog Marketing Academy
In “product aware” range are customers already aware of the problems they want to solve and will be responsive to your product showcase.
You can improve the authenticity and help more readers move through the funnel faster by showing the worth of your product and the way it changes the lives of your customers who are already using it.
3. Guide Readers through the Sales Funnel
Blog posts are useful at the top of the sales funnel, where brand awareness is generated. This introduces your readers to your brand through valuable, informative content.
If targeted correctly, blog content attracts a lot of leads who might not be ready to make a purchase yet but can be guided through the funnel to become a customer. Top-funnel content must:
- Spark interest new readers
- Educate or entertain your audience
- Encourage readers to visit again
- Request that readers share contact information
If you were able to get contact information from your readers, you will be then able to continue guiding them through the sales funnel with more personalized, and targeted content like follow-up letters, white papers, case studies and so on.)
Know that top-funnel content covers a broader audience who are not likely to purchase. Pushy sales content might drive this audience out of the funnel.
Prioritize creating content that is readable, valuable, and compelling to spark interest – and not scare these customers away which plays a vital part in conversion optimization.
Pair Blog Posts with Lead Magnets
A lead magnet is an incentive offered to visitors in exchange for their contact information in order to grow an email list. It is usually something that your visitor will be glad to get for free – a free eBook, webinar, podcast, trial version, master class, etc.
If you want to use this tool for your blog, it’s essential to choose those which lead magnet will bring the best result.
To identify the right lead magnets, you can use the same lead magnets that your competitors do, Ask for readers’ opinions or Analyze your most popular content.
Consider providing free e-books, guides, webinars, courses, or other products and services as your lead magnets and measure ROI to evaluate the effectiveness of your content.
Placing lead magnets right in your text or in a sidebar is a highly effective purchase stimulating tactic that helps make ordinary content into a converting one.
When creating content for a commercial blog, it’s essential to remember your final goal – purchase.
Use a Call-to-Action
There is no such blogs without calls-to-action (CTAs), which is not surprising as CTAs are very effective at converting customers. Make CTA buttons relevant and attractive to your readers while considering their interests. Other CTA examples include:
Sparking interest with unique content or incentives:
- Learn more from our e-book
- Get a free webinar
- Request a guide/infographic
- Try a free demo
- Get a discount code
- Add to cart
- Request a quote
- Click to shop
- See related products
- Order now
The final step for turning your blog readers into customers are lead magnets and CTAs. To summarize, you can drive a good number of conversions with exceptional blog content. Blog posts are incredibly useful for winning over distracted audiences’ attention with targeted content.
By learning about your readers interests and requirements create effective content strategy which can help you for your conversion optimization and converts your readers into customers.