Blogging, the right way
Creating a traffic generating blog takes a lot of time and energy. Profitable end results can also be a long time coming. However, if you as a company are still willing to invest in blogging, there are a few basic strategies you should keep in mind.
Inspire trust:
With a blog that introduces your product or your industry, you offer your target group the opportunity to get to know your brand and gain trust in it. With interesting advice or exciting information, you convey to potential customers that your offers are of better quality than those of your competitors.
Also, since most blog websites allow embedding videos, podcasts, and pictures, your business blog can be a great place to promote your other marketing assets while also informing potential customers about your brand.
As a source of information, your blog is ideal for placing links to product pages and call-to-actions. In this way, you consciously draw the readers’ attention to your offer without appearing too intrusive. For example, you could include a call-to-action in the introduction, a banner image further down in the text and an insert next to the text block that becomes visible when scrolling through the article.
Offer free downloads:
If your brand offers a high-priced product or service, blog readers may need more than just a few blog posts to trust your brand and invest in your product. In this case, you shouldn’t direct readers directly to the sales page, but instead focus on lead cultivation, i.e. collecting contacts. Resources that can be downloaded free of charge, such as e-books, templates or research reports, are suitable for this purpose. This can be offered via CTAs at the end of blog posts.
To stay objective:
When creating blog posts, one thing you should never forget is that your primary aim is to provide information to readers. With intrusive advertising language or inappropriate product photos, you are missing the strategy here. Your goal should be to gain the trust of your potential customers with tips and advice as well as subtle messages and call-to-actions. The top priority is: Your blog post will only be successful for your sales if it offers the reader clear added value.
* Kevin Stark is a Sales Consultant at VIDA Marketing.
–
