Converting blog traffic to meet your business goals

This is the second part of our blog post on increasing and converting blog traffic. Part one dealt with driving traffic to a business blog. Now we are turning our attention to converting that traffic.

1. Plan ahead
Firstly, the content of your blog should be carefully planned so that the articles you produce are already meeting your business goals. Your marketing strategy should contain key messages that you want the public to know about your product or service. Use your blog to reinforce these key messages at all times. Assuming there is the market for your business that you believe there is, it should be relatively simple to demonstrate the expertise or benefits that you can provide.

2. Call to action
Following on from the previous point, you should already have planned what action you would like your readers to take once they have enjoyed your blog post. Once this is decided, prompt the reader to take the desired action. This will usually be at the end of the post, but might be mid-post if it fits into the flow of the article better. For instance, I might suggest at this point that if you think crafting this sort of blog post might be a bit tricky you should find out more about Voz’s blog writing service.

3. Recognising the time for subtlety
Depending on the content or the type of blog post you have written, prompting the reader to make a purchase of your product or service immediately might not be appropriate. In these instances, you can consider tactics such as linking your blog post to another page for further reading (which is a call to action in itself) and including a further call to action which offers the chance of a conversion on that secondary page. Alternatively, it might be more beneficial for a less intrusive call to action, like inviting the reader to join your mailing list to receive the latest articles.

4. Reward your blog readers
If you’re serious about building your blog as a channel that converts successfully to sales, why not reward those who take the time to read it? Discount codes, special offers and freebies all have the potential to entice conversions.

5. Content
And so we finish part two where we started part one, which is quite apt since content really is the be all and end all of any blog. Your content should be persuasive. It should convince the reader that your service, product or expertise is precisely what they need. If you are saying the right things to the right people in your blog content, your conversion rate should be much higher.

Read part one: How to drive traffic to your business blog.

How to drive traffic to your business blog

We sent out a tweet last Friday inviting anyone who was looking for pointers on PR, copywriting, social media or blogging to get in touch and we would try to put together some tips in the form of a blog post.

First off the mark was Brendan Rice, of web design company Gumpshen, who wanted to know “how to get traffic to a blog then go about converting that traffic to fit business goals”. This is part one of our response, dealing with driving traffic to your blog.

There are plenty of people more qualified than me to talk about search engine optimisation, PPC and a host of other techniques for driving traffic to your blog, but we will be focusing purely on content in this post. And that leads us nicely to… Continue reading

Give some Valentine’s Day love to your web content

Since it is Valentine’s Day, Voz has decided to give you some encouragement to rekindle the flame with your website copy. Here are a few vaguely romantic tips…

Have some alone time
That’s right: just you and your web content. Sit down for a heart-to-heart and make sure your relationship is still as strong as you thought. Are you still pulling together in the same direction in joyous union or has one of you moved on? Don’t go breaking things off just yet though. Your web content can change – it can be what you want it to be. Continue reading

Will newspaper paywalls be the making of profitable UK and Irish blogs?

Yes, we would like to think so is the short answer.

That’s not to say it isn’t already possible to have a profitable blog, but to get there is as much about slogging as blogging. And the precedents so far have been that any UK or Irish blogging network that looked like establishing itself as a dominant force on the national media landscape (as some American networks have), they were soon chopped back down to size.

But we think that could be about to change. The catalyst for this revolution? Good old fashioned tightness. Take up for the Times’ new paid-for website shows that people are willing to pay for online news. But this represents a small fraction of web users.

We can comfortably say that there are more web users who aren’t prepared to pay for their news online than those who are. These more frugal, shall we say, surfers will still be wanting news and information. They will still be Googling. What may change is that they will no longer find the answer at the top of Google search results if confronted by the possibility of paying to get the information they need. They will have to delve a little deeper.

The Times is the paywall equivalent of one swallow not making a summer, but the News of the World has already introduced its subscription service and word on the grapevine is that other newspapers are following close behind.

Voz is predicting an upsurge in traffic for blogs, particularly blogs currently leading their particular fields, if they resist the lures of paid-for services. We can see a golden age of online revenue for smaller publishers, especially in the interim period before paying for your news online become the norm.