When marketing on the internet, traffic + conversions = profit. You can launch a hundred different marketing strategies, but if your traffic doesn’t convert, your efforts will be in vain.
Below are some tips to getting the most out of your blog traffic and leading your blog visitors to take a desired action:
Be Clear in your Intention
You would be surprised by how many businesses create blogs without knowing what action they want their visitors to take. A conversion refers to an action. If you aren’t clear on that action your visitors will be confused as well.
What is the main purpose of your blog? Are you directing people to your main website? Looking for email subscribers? Affiliate marketing? Building a community of loyal followers?
Whether you are interested in one or all of the above actions, determine WHY you are doing what you are doing so you can tailor your content to prompt visitors to take the desired action.
The attention span of internet users is next to nothing and the more you can keep readers’ interests, the higher your chance of converting them.
Add relevant images and videos to your content to keep readers on the page and also to add more value to your content. If you are explaining a topic, include screenshots to further emphasize your point.
Short and Sweet
Below are two examples of the same content oriented two different ways:
This snippet was extracted from Seth Godin’s blog:
Below is the same snippet, yet combined into one paragraph.
Which one is easier to read? It’s pretty clear that the first lends to easier reading and the second will turn away most people. Just looking at a long paragraph can send readers running.
Blog content should read different than a book. Though the 2nd example may work well for a book or manuscript, it is not appropriate for a blog.
Tip: Orient your content with bolded headlines, bullet points or emphasized phrases to break up the content.
Are you giving your readers what they want? If you are writing about SEO but your readers are interested in social media, your conversions will falter.
How do you know what your readers want? Ask them!
If you have an email subscriber list, set up a simple poll requesting feedback. Offering a free report or running a contest in exchange for poll participation often gains a better response. You can also write a blog post, tweet, post on Facebook, or any other social site requesting feedback.
Tip: Check your analytics to see what keywords people are using to find you. If the keywords aren’t related to your content you may be attracting visitors who are not interested.
Know Your Audience
Are you targeting a specific demographic or are you simply hoping for anyone to come and read your content? If you can meet the needs of your target audience, your conversions will follow suit. However, you cannot meet the needs of your audience if you do not know who they are.
High traffic does not automatically lead to increased conversions. High traffic from your targeted demographic leads to increased conversions.
Ten targeted visitors will bring you more profit than one hundred casual visitors who aren’t interested in what you are offering.
You must create content that speaks to the pain points of your audience and offers solutions. If you are not sure of your audience, invest time in creating a marketing persona for your prospects.
Here are a few more quick tips to remember:
- Keep your content simple and easy to understand for all reading levels
- Refrain from hype or overzealous selling tactics
- Avoid industry jargon or awkward clichés
- Include calls to action in strategic locations. If you want your visitors to take a desired action, you have to tell them what to do.
- Focus on value – thin content without a clear message never sells
What other conversion techniques have worked for you?