Nearly every small business has a web presence today. And most (though not all) of them spend time on content marketing — in other words, a blog. But having a blog and using a blog wisely are two different things. Converting readers to customer is a little more tricky than just “blog and pray.”
If you’re not seeing the return on investment from your blog posts you’d like to see, a few changes might do the trick. Here are a few tips from the experts about how to use your content marketing more effectively.
No 1. Create something of value
This may seem obvious, but valuable content that solves problems for your customers is the key to a successful blog. Use your website and landing pages to promote your business. Use your blog to show your customers that you’re an expert in your field who’s willing to share your expertise with them for free. Highly promotional content has no place in content marketing and defeats the purpose of your blog.
No. 2. Use research to back up what you say
Today more than ever, readers want to know that the claims you make are backed by fact. With so much “Fake News” circulating on the internet, healthy skepticism and downright suspicion have reached an all-time high.
One way to combat this and convince your readers your content is legit is to cite research from authoritative sources and mention those sources in your text. But remember, the operative word here is “authoritative.” If you’re writing a post about healthcare, don’t get your research from someone’s personal blog. Go to a reputable source, like the Kaiser Family Foundation, Harvard Health or the National Institutes of Health.
No. 3. Offer something to readers who engage with you
Chances are you have a form on your blog that invites readers to subscribe to your email list. But what happens after they sign up? Do you send them a generic email that says something uninspiring, like “Thanks for signing up!”
To get the best ROI from your new email subscribers, customize your reply using a branded form that offers them something just for signing up. Or better yet, set up a landing page that gives them a taste of what you do and offers new subscribers a “special” deal of some sort.
No. 4. Build relationships in your industry
If you really want to grow your customer base, you need to do more than just write great blog posts. The key to ranking with Google and building a robust readership is referrals. Links to your content from other high-ranking websites builds your credibility faster than any effort you make on your own.
But how do you get key influencers in your industry to share your content? According to the customer service team at Groove, the answer is building relationships before you need them — and making it easy for the influencer to say “yes.” Check out this great blog post on the Groove website to learn exactly how to make this strategy work for you.
The Bottom Line
Content marketing is all about engagement. First, you need to grab your reader’s’ attention. Then you need to convince them that you’re an expert in your field. After you’ve accomplished those two objectives, you need to captivate them with an offer they simply can’t resist. Then deliver on your promises, and you’ll nab yourself a customer who’s sure to come back for more.
At the Carmoon Group, our No. 1 goal is to help your business succeed. No matter what challenges you’re facing, we’re here to help. Why not give us a call now to set up an appointment to come in and discuss your needs? Or reach out using our online form and we’ll get back to you right away.