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.
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.