September 1, 2016
It’s 2016, and it’s become kind of a given now that businesses should be blogging as a way to attract customers.
Unfortunately, most businesses blogging in 2016 can’t for the life of them get blogging to work; they’ve been told they have to blog, and that their blogs needs to be regularly updated for them to really benefit from it.
However, most businesses, especially startups, just can’t get blogging to work for them; yet, they keep investing time and money into it. Instead of blogging being a good source of leads for them, it is quickly becoming another time sink.
Here are 5 really effective ways to maximize conversions from your blog.
1. Ensure Each Content Leads to an Action
Before you start creating more content, this is the step you need to take.
I’ve reviewed a lot of blogs from businesses hoping it would serve as a good source of leads for them, only to ask myself what’s their exact reason for blogging.
A lot of blogs are content rich and highly valuable but very poorly setup to benefit the owner of the blog.
If you want to maximize conversions for your blog, you need to start living by the “one content, one action” rule. In other words, every article you publish needs to lead readers to a particular action; this action might be getting them into a particular funnel of yours that might eventually lead to a product sales, a direct link to your product sales page, a direct link to a page where you sell consulting or some other service, a link to an affiliate offer or some other kind of action.
By ensuring that every of my articles lead my readers to take certain actions, I’m able to consistently increase conversions on my blog.
No matter what the action is, make it a rule that every content encourages readers to take an action; not only are you training your readers to be action oriented, but you’ll actually be benefiting from articles you wrote years down the line.
It’s also important to note that it’s not too late to do this; you can start by editing and updating old articles on your blog to ensure that they lead to an action.
2. Put More Focus on “Essential” Posts
Anybody who has been blogging for a few years knows that not all blog articles are created equal; some blog articles are just more powerful than the others.
Some articles are just so powerful that they always outperform other articles in terms of traffic, page views and leads generated; whether it is in form of subscribers or product sales.
Indeed, there are occasions when this isn’t easily predictable and it can be boiled down to luck; however, there are some types of articles that have been proven to work, almost always.
There are hundreds of different types of blog posts you can publish but some are more effective than others. For example, three types of articles you want to be creating more of are:
- Resource articles; these are articles that go beyond just tips and give people resources they can use right away.
- Case studies; these are very powerful for getting readers to take a desired action, whether it is to subscribe or buy a product.
- Ultimate guides; these usually effectively demonstrate your expertise, making readers more likely to pay attention to you and take the actions you suggest.
The above 3 types of articles won’t just result in more traffic but more of that traffic will convert into leads.
3. Utilize Personalized Incentives on Different Post Categories
Bloggers make a lot of mistakes when it comes to lead generation, and one such mistake is that of having a uniform incentive that encourages people to sign up to their newsletter.
So, a blogger has the same report/course/video featured prominently in the sidebar, below articles, on key pages and everywhere else on the blog aimed at getting visitors to subscribe to one main list.
The downside to this approach is that conversions is very low; since you are getting everybody to subscribe to just one newsletter irrespective of what their specific needs/interests are, they are less likely to be responsive to your emails and offers.
This is often why most bloggers see reduced open rates and clicks from their email list.
You can change this by having different incentives encouraging people to subscribe to different lists; articles on how to get traffic for example has a report on traffic generation, and articles on social media has a report on social media marketing.
This kind of personalization will result in super responsive prospects, and you’ll start to realize more value from each and every subscriber on your list.
4. Leverage Content Upgrades to Boost Your Email List
Following up with the above idea to have personalized incentives, content upgrades make this much easier.
Basically, a content upgrade is an incentive you give to people right after reading an article, designed to complement that article; for example, an article on finding blogs that accept guest posts could be accompanied with a spreadsheet to help them keep track of the blogs they find. You see how simple that is?
Content upgrades aren’t that difficult to create, yet they can be massively effective at converting relevant prospects into subscribers.
5. Use More Social Proof
The internet has exploded; in every niche, in every segment of the internet, there are at least thousands of different people competing for the attention of the same customer. So your work isn’t exactly easy.
Even though the information you are giving to people is free, they are bombarded with so much free information that they are not sure which to follow.
Establishing your credibility through the use of social proof not only gets people to take you more serious, but it actually leads to more conversions.
If you’ve been featured in top industry magazines and publications online, proudly showcase this on your blog. If you’ve been interviewed on a top blog or endorsed by an expert, make this clear as well.
The power of social proof shouldn’t be underestimated, especially when what you’re looking for is to convert ordinary visitors into high value prospects.
6. Boost Your Website Speed
In my recent case study that shows how I boosted my website speed from 4.23 seconds to 1.33 seconds, I shared statistics that show that a one second delay in site load time can cause:
- A 7 percent loss in conversions;
- A 11 percent loss in page views; and
- A 16 percent loss in customer satisfaction.
That’s some serious impact website speed can have on conversions and user satisfaction, and this isn’t just some make-believe facts but something research has established.
Work on optimizing both the speed of your blog and your website; not only will this action lead to more traffic for you, since search engines now use traffic as a ranking factor, but it’ll also lead to better website conversions.
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