Spread Your Message Further And Reach More Potential Customers with These Four Principles Of Successful Blogging!
Finding online success through blogging isn't hard, exactly, but it's easy to get wrong if you don't know exactly what you're doing.
Here's what you need to know in order to actually start converting website visitors into customers...
Informality is key
Most web pages are ultimately broken down into two categories: Formal and informal.
A formal web page focuses on information - for example, a history of your company or directions for contacting you. People form no connection whatsoever with these kinds of formal pages - they fulfill their purpose, and as soon as they have, they're forgotten until the visitor needs them again.
Informal pages, on the other hand, offer a way to connect with visitors on a personal level. They're more like letters than books, and because the communication is happening on a personal level, visitors start to form a real connection with it.
The more their emotions are engaged, the stronger that connection will be.
This also offers an opportunity for visitors to get a better sense of who you are as a company. They can and will judge you on factors like spelling, grammar, and how well you demonstrate your understanding of a topic.
If you come across as an expert, they'll be far more willing to listen to anything else you have to say. On the other hand, if you sound like you're just spouting talking points and have no originality, well... let's just say you won't be establishing trust.
If you're having trouble with this, try getting some speech-to-text software. Many people talk differently than they write, and this can help add a conversational style to your posts. Just be sure to thoroughly edit your posts before uploading.
Getting visitors involved
Ideas for blogs don't need to come solely from within the company - listening to what customers ask you and addressing these topics in blog posts is usually a great way of getting and holding their attention. After all, if they didn't care about it, they wouldn't take the time to ask.
Answering questions this way also helps improve your customer service.
Aside from helping the visitor(s) who asked it in the first place, answering questions this way (and making the answers easy to find) cuts down on the number of times your company will spend answering the same question over and over.
This frees up your time and allows your staff members to focus on helping customers in other ways - and when your company grows past a certain point, this will make a big difference in its overall performance.
Creating a community
Don't think about blogs as a series of landing pages that can bring visitors in from search engines. That is what they're doing, but if you only think of them as landing pages, you'll be missing out on the opportunity to create a community of loyal, engaged readers.
The truth is, most customers will not be ready to buy from you the first time they read one of your blogs. However, if you can convince them to come back and read some other things you've written, they'll be more and more likely to convert into a customer.
Talkative communities also help to directly influence new visitors - if new visitors see that there's a lot of discussion on one of your posts, they'll assume that what you're saying is somehow important, and that's a great first impression to give them.
We touched on this above, but you're not going to succeed until you truly start demonstrating your expertise. Now, how you'll do this depends on the industry you're in.
For example, lawyers might talk about their qualifications for handling certain kinds of cases, while sites selling nutritional supplements can elaborate on what each of their products is actually for.
Don't forget that your writing should be for people, not just search engines. Before you write a post, ask yourself "Would a visitors actually care about this?" If not, it's best to find a different subject to write about.
Remember, visitors only care about your expertise when it can help them. It doesn't matter how knowledgeable or qualified you are if you can't help them resolve some sort of problem, so make absolutely sure each demonstration of your expertise is focused on the reader.
Applying The Four Principles of Successful Blogging
These four basic principles are the foundation of successful blogging. When you create emotional connections, help visitors feel engaged, build a strong community, and correctly demonstrate your expertise, visitors will naturally start to convert into customers...
...and that's when you can say you've truly succeeded.
Thanks for stopping by!
Breezy Hill Marketing is a marketing company based out of Richmond, Vermont. We specialize in using the key concepts of inbound marketing to help clients throughout New England connect with their target audiences. This often means we use our skills in web design, digital advertising and social media marketing to help our clients create success.