Are you missing a trick? You were advised to create a business blog for your company as a sure-fire method for driving traffic and generating sales and after six months…nothing. Hours of your time have been poured into writing content for your blog but your ROI is in very poor shape. Should you jack it all in? No: time for a blog audit to see whether you are making one of these very common mistakes.
Ways To Convert Visitors Into Leads
Problem: too few hits
No one is reading your blog.
Consistently blogging about relevant subjects for your target audience over time will, but don’t expect results overnight.
Solution: Put a content strategy in place to produce targeted posts on a regular basis to build your SEO and a loyal readership, but also don’t forget to promote your posts! So many business bloggers fall down at this hurdle; they publish a post and then do not tell anyone about it. Use your social media, email list and other channels to take the conversation to your target audience. Tweeting about it once is not enough, news feeds move too fast for all of your followers to see a lonely tweet. Instead share your new post with unique updates at different times over the following days on all social media channels.
Go a step further. Engage with your customers and clients through online forums, LinkedIn groups and Google + communities.
Use CRM to target specific segments of your email lists, but always keep online conversations authentic. Live and Social head honcho, Jonnie Jensen discusses authenticity in more detail in this post: The Importance Of An Online Conversation For Your Brand.
Problem: high bounce rate
Potential customers are clicking on your links and visiting your site but your bounce rate is through the roof. Why? There are a number of possibilities for this and an independent analysis of your blog is required. Common reasons are: poor web design (including poor user experience: speed, navigation, responsive design etc.), attracting the wrong traffic to your blog, irrelevant content, poor readability, too much hard sell and lack of engaging material.
Solution: An independent analysis to discover where your blog is going wrong is a good place to start; here at Live and Social we can offer you this service, email email@example.com or call us on 0845 287 1181. However if any of the above reasons rings true; start to address them straightaway.
Problem: great engagement, no sales
Are you getting lots of hits on your blog posts, great engagement but struggling to convert these visits into leads? Sounds like your content is not targeting the right audience. Attracting visitors to your site with interesting and engaging content is one thing, but don’t waste your time trying to convert the wrong target audience. Many people fall into the trap of writing for their peers (not their customers), they get great engagement as their blog becomes an industry forum, but this does not translate into sales.
Solution: Identify the core interests of your target audience. What do they want to read about, what information are they searching for that your product or service can provide a solution to?
Problem: lots of hits, no leads
Your bounce rate is not too bad so visitors are reading your content. You can also see that they stick around and visit one or two other pages on your site, but still they are not giving you the opportunity to generate a sale. They don’t click on your product or services pages, neither are they commenting on your blog posts and allowing you to engage with them.
Solution: Give your visitors clear directions of what you want them to do: a call to action. “Buy my product” may be a little strong, although this can work when pitched right. While I would not advocate hard sell, if you are not using your blog as an opportunity to inform your target audience about your offering, it’s a missed opportunity. So signpost pages on your site that will help convert visitors into leads from your blog posts. This could be a link directly to a product page, further information about a relevant service, or a profile page for one of your team.
If you don’t ask, you don’t get!
So how is your business blog going? Are you getting the return on investment you had anticipated? Always happy to answer your questions or hear your thoughts on business blogging, so leave a comment below!