Blogging for business purposes offers many perks. It can increase your credibility, further the reach of your brand, and get you noticed. It’s also great for encouraging customers to make a purchase.
However, prospective buyers often don’t respond well to over-promotional posts. You have to appeal to their purchasing side without overdoing it. This requires a smart balance.
In other words, shoppers like to be told what to do with information presented to them, but they don’t want to feel pushed. They also don’t appreciate poorly written content or blog posts that don’t solve a problem.
You’ll never gain action from your chosen customer base if you don’t create enticing content designed for your ideal customer. If you want to make your blog more appealing, here are some of the tactics the pros use.
- Know Your Value Proposition
All your marketing efforts, including your blog, should focus on value proposition. This is the feature or range of services your company offers to make a business more attractive.
It’s easiest for you to follow this mantra if you write a brief, well-worded sentence that summarizes why a customer should buy a particular product or service. Once you know it well, you can infuse it smoothly into your blog posts.
Here’s a great example of a post that contains a clear value proposition. This online company, which makes party invitations and products, has a clear idea of what its customers want and how its products will answer particular needs. The firm illustrates this in the outline and content of its blog posts.
- Speak the Customers’ Language
Customers understand your value proposition best when you use words and phrases they understand. Understanding a customer’s language demands research.
There are many ways to research your customers, from observing their comments on social media to reading reviews on your website, as well as speaking with sales representatives. The feedback gleaned from each interaction will tell you a lot about your customers.
Once you’ve defined their language, you can speak fluently with them. The conversation might be formal, casual, or somewhere in between. Identify what kind of language will appeal to your audience and use it.
- Polish the Technical Aspects
Before customers learn much about your business, they often search for faults with the company and its products. If your blog posts are riddled with grammatical errors, formatting issues, and other technical problems, it will reflect badly on everything else you do.
Simple errors tend to damage your credibility. You might be the best in your local niche, but if your blog posts feature obvious mistakes, customers will doubt your intelligence and authenticity.
- Make Articles Easy to Read
The appearance of your blog posts also matters because customers typically have a fairly short attention span. Make your articles easy to read and manageable so customers don’t become either intimidated or bored.
Bulky paragraphs, strange fonts, too many colors, and other distracting details make it more difficult for consumers to absorb your content. Readers appreciate bulleted or numbered lists, bolded subheadings, images that break up the text, graphs that illustrate complex information, and consistent fonts that are easy to read.
- Write Specific Calls to Action
The conclusion of every quality piece of content should include a clear call to action. Tell readers what to do with the information you’ve given them. Be specific and compelling. Calls to action such as “Learn More” or “Read On” are too vague to touch a broader audience.
Writing effective calls to action takes practice, of course, but you can get a good start with research. As you practice writing them, keep these tips in mind:
- Use a strong command verb at the beginning, such as “Shop,” “Order,” “Subscribe,” or “Find out How….”
- Give your audience a good reason to take action.
- Use emotion and the fear of missing out to entice clicks.
- Be creative and try to think imaginatively to stand out from competitors.
- Make Articles Searchable
It’s difficult to expand your audience if you don’t attract organic search because search engine bots can’t locate your content. Research modern SEO practices, including link building and SERP basics.
Search engines use an algorithm designed to help match useful blog content to queries. Learn the rules associated with the algorithms so you can hone your content to match. This will make it easy for readers to find your content when they need it.
- Use Social Media
Once you’ve crafted high-quality content, publish it where your readers are most likely to see it: social media. Most readers have at least one social media account, and you can reach them by developing a strong profile and publishing useful content on your channels.
Make it easy for social media followers to share content as well. Make your profile public, send private messages to those who are most likely to be interested, respond to comments, and engage.
If you use these tools steadily, you’ll see increasing contacts with your target audience. Your followers will grow, and you’ll gain more customers.