No one should be surprised that businesses are increasingly turning to blogs for marketing purposes. Our collective corporate imaginations have been indoctrinated with the assumption that blogs are helpful for conversions.
Even if you already have a blog, it isn’t enough. In a highly challenging, congested, hugely overrated digital market, you need to take it a step farther. Maybe it was once, but not anymore.
We’re not going to delve into the relevance of content quality in this discussion (although we will emphasise it, in case you need a friendly reminder).
Instead, we’ll be focusing on the optimization of blog posts and how to adapt them to maximise conversions.
Boost Your Blog’s Conversion Rate With These Six Tips
● Customer Lifecycle Influences the Relevance of Keywords
It’s known that each blog article should have a certain keyword in mind. There is more to keyword relevancy than simply finding a query that has a reasonable monthly search volume and is likely to be used by your target audience.
Each step of the client lifecycle should be addressed in a series of blog entries based on certain keywords.
You should also publish about all of your numerous products, services, and deals. With the lifecycle stage method, you’ll want to mix them as well.
In order to attract a larger audience, posts at the top of the funnel will be more generic. Leads and traffic are the primary goals of these campaigns.
There should be greater value in mid-funnel content. In-depth explanations of how your goods or services address problems, as well as their various features and application options, are required.
However, you don’t have to focus solely on brand-related content. As an alternative, you can focus more on your own ideas while still covering a wide range of topics.
Bottom-funnel content is geared at readers who are ready to make a purchase and are seeking further details and guidance on how to proceed.
The highlighted articles area of Transparent Labs is a wonderful example of this, as it focuses on all stages of the sales funnel.
Customers who are ready to buy may find information on the benefits of probiotics in this bottom-of-the-funnel post. Cheat days are a terrific way to entice visitors who aren’t quite ready to make a purchase from their site.
● Offers and CTAs that are funnel-specific
The next step is to determine the most appropriate product or service to advertise through each blog post, now that you have categorised your blog articles into funnel phases.
Top-of-the-funnel offerings (and call-to-actions) should be focused on generating leads, getting data about your readers, and establishing yourself as a credible source of information.
In these postings, you should promote your newsletter and use your call-to-actions to do this. Once you have gained access to a lead’s inbox, you will be capable of sending them additional relevant information and gradually moving them farther down the funnel.
Your mid-funnel posts have the potential to go either way. Ideally, they should be able to provide both a conversion CTA and a lead-generation CTA, in case you haven’t been successful in capturing someone’s contact information earlier.
Finally, your bottom-funnel call-to-actions should draw attention to your primary product. This might be signing up for a free trial, arranging a call with your sales team, organising a demo, or making a financial investment.
This Bay Alarm Medical post is an excellent example of a firm that is doing this well. The page has a pop-up that asks you to get a free quotation, as well as a CTA at the bottom of the article that offers the same 30-day free trial option as the previous page.
This is a good method of capturing a lead’s attention since leads who see more CTAs have a higher probability of becoming customers. But be careful not to overdo it. It is sufficient to have two or three.
● Introduce the CTA (call to action)
While we’re on the subject of call-to-actions, let’s talk about how to include them in your blog posts in order to increase conversions.
For CTA inclusion, there is no magic formula, and the optimum method will always be determined by the nature of the products in question.
Depending on the blog article, some CTAs are almost above the top, while others are at the bottom of the page. Many of them have CTA widgets that track you down the page, while others don’t have any at all.
The plan is to build up to the call-to-action (CTA) throughout the body of the piece. As opposed to an obvious sales pitch that appears to be coming out of nowhere, you want it to appear as though it’s a logical next step.
In the lead-up to the CTA, mention your company’s product or service. Provide a hint to a fact or suggestion that you will give in your newsletter, and then invite people to sign up for your newsletter service.
Your goal is to pique their curiosity and present them with a hook. Don’t expect them to take care of everything for you.
The JOI provides an excellent illustration of this.
The company delivers a great deal of value in their postings, which include, among other things, fascinating recipes that are worth trying.
In this manner, they are able to promote their own brand in a casual and comprehensive way, without it ever appearing like a sales pitch.
The final sentence of this sample post does an excellent job of addressing the problems and objectives of their target audience. As a result, it makes a reasonable transition into the CTA itself.
● Your Copy Should Be Rewritten
Your blog entries must be interesting, give value, and offer something new and innovative in order to generate conversions.
The quality of your authoring skills when it comes to the deals you are marketing through these blog articles should be of the highest order as well.
Even if you do an excellent job at content writing, generating extremely accessible and popular blog pieces if you fail miserably at copywriting, you will be losing out on key conversion opportunities.
The offer and the call-to-action (CTA) must be written in the same tone as the blog. Both must function as integral parts of a single whole, easily flowing into one another.
Don’t just put a call to action at the conclusion of a post. Take some time to think about which offer would be most appropriate for that particular post and how to effectively include it. The more effort you put forward, the more probable it is that consumers will convert.
Once you have completed your first draught, you should always return to it and revise it. In most cases, the first iteration may be significantly improved.
Create with your target audience in mind, addressing their unique pain points, issues, and challenges in mind while you write your content.
● Make It Simple for the Reader to Digest
The likelihood is that you will include a call to action (CTA) at the end of your blog article. You may want to highlight one further up on the page as well, but you want your viewers to make it all the way to the bottom.
If the post is tough to swallow, they will not be able to get there. From beginning to end, you want to create content that is both entertaining and digestible for your audience.
Make use of site design aspects to your advantage in this situation. Ensure that there is enough white space on either side of the frame to create an open, large effect. Create little, easy-to-skim bits of text by breaking up your paragraphs.
Make use of your headlines to draw attention to the most important elements. Allow your users to quickly get to the heart of the message by skimming the contents of the post.
Even better is the use of a table of contents plugin that shows the headers at the top of the post, rather than the default table of contents.
Don’t try to hide the punchline. As quickly as feasible, get to the heart of the matter, and then offer more detail further down the page.
Consider this Sleep Junkie article, which includes a box at the top of the page that offers a “30 Second Summary” of what the author has to say.
They then go on to give further information below, provide additional context, and address related pertinent questions. The reader is not required to continue reading in order to receive an answer to their primary query.
The fact that they include a large number of relevant links in their postings is also beneficial. Once you’ve found the information you’re searching for, you can quickly go on to other sites that may be of interest to you.