We’re all under pressure to perform these days. In fact we’re writing and generating more content than ever.
We do what we’re told in order to keep up with the modern trends, desperate to create conversions through new trends of content marketing; but what’s the use in spending all this time if we’re not treating each post as a product with upsell potential?
That’s where we’re going wrong.
If you’re not seeing conversions or positive results from your blogging efforts, here are five potential reasons that you should look into.
1. Your Blog Posts Aren’t Optimised for Google
One of the main reasons we use blogging as an inbound marketing tool is for a broader spectrum of potential search results in Google.
More posts = More keywords = More chance of showing up in Google – that’s the theory.
Although, the art of making this a consistent reality is what you need to consider everytime you hit the ‘Publish’ button.
Ask yourself: what questions are your ideal clients asking at the start of their buyers journey? How can you assist them? Think, how did you discover this post…? Your blog title is the key to incredible reams of tailored traffic who may one day buy from you.
Also, as a bare minimum make sure you’re boxing off the basics of on-page SEO with page titles, H1-H4 tags, alt image text, etc. All the basics still matter when it comes to blogging, so don’t slack on that.
2. Your Content Just Doesn’t Flow
If your articles are gaining views and time-on-site worthy of being a proper read, but ALL suffer from high bounce rates, consider that perhaps your written tone could be missing the mark.
There’s a chance your writing style might not be matching the level of sophistication your personas are seeking:
- Ensure your articles aren’t too ‘sales-y’, it’s a massive turnoff.
- Make sure your content isn’t littered with too much ‘fluff’ – people need answers to their questions.
- Make sure your content isn’t going over your visitors’ heads.
Get to learn your audience, e.g. if you’re writing to equipment technicians for example, they may require a simpler level of sophistication than plant managers or engineers.
3. Where Is Your Compelling Call-to-Action (CTA)?
Once your articles have attracted visitors, you want to provide them with a very obvious next step so that they’re compelled to handover their email address for more great content.
This means including a call-to-action within your blog posts that clearly maps out your ideal next action for your visitors. Whether it’s subscribing to your blog or downloading an ebook/whitepaper/document related to the topic.
4. Your Subscriber List is Too Small Right Now
More so in the early days of your blogging activity it’s likely that a good portion of your subscriber base is current employees and existing customers. While this is amazing for promotional potential (and client retention), these readers don’t help your conversion rate, because they’re already contacts.
To help grow your email subscriber list, consider featuring a blog subscription box on your home page, links on your email signature to subscribe and maybe even reaching out to all your entire database encouraging them to opt-in to your lovely literature.
For advice on growing your subscriber list, feel free to tweet me (@LimelyLtd) or email chris [at] limely.co.uk for some tips; it’d be a pleasure to hear from you!
5. You’re Not Harnessing Social Media To Promote Blog Posts
Sharing posts on your company’s social media accounts is the obvious first step, but as before if the majority of your current followers are friends, peers, exisiting customers or random ‘celebrities’, you will soon run into the same problem.
Harnessing the power of LinkedIn, Facebook Groups, Pinterest Comments, YouTube Comments are just a few examples of things you may not be considering in your outreach strategy. Always consider how you can expand the reach of your blog and your brand. Not to mention, your employees’ networks are likely ripe with connections who fit your target audience.
Conclusion: Continual Improvement Improves ROI
Don’t let your relevant content go to waste.
- Check your blog content and promotions against the five issues above.
- Trawl back through older posts to see if you can internally link to any newer posts (great for SEO).
- Gauge whether any current posts have obvious spaces for CTAs, and implement them.
Got any more ideas? I’d love to hear what has worked for you – as always, Tweet or comment below.