5 Reasons Why Your Blog Isn’t Converting
To be honest, every business owner who blogs does so with a purpose. Maybe you want people to learn more about your brand and field. Maybe you want them to learn more about what your business offers, or maybe you just want people to see how well versed you are in your particular niche. No matter your reasons, blogging is one vehicle you use to achieve that end.
For most corporate blogs, whether you run a small business or manage a huge conglomerate, it is all about conversion. It is about bringing in search engine traffic and slowly converting that traffic into leads and sales. But what happens when your blog isn’t doing what it is supposed to do? What happens when your blog is not converting?
Learn why your blog isn’t converting
Should you find that your blog is not doing as much for your business as you had hoped it would, the very first thing you should do is try to find out why. What are the reasons why your blog is not converting and how do you fix them?
One of the simplest ways to learn why your blog is not converting is to look at all the things that could be possibly wrong with it. Here is a quick rundown of some of the most common reasons why many blogs do not turn visitors into customers.
Your content is not actionable enough
As much as informational blog posts might wonderful for building you up as a thought leader and expert within your field, simply posting informational articles that lead nowhere is a mistake. Every single one of your posts should have a purpose. They should all be crafted in such a way that they are getting the reader closer and closer to the sale. This means having a clear call to action.
You should be relentless when it comes to including a call to action in every post. This call to action could be something as simple and as non-committal as ‘send us an email to learn more’ or it could be as bold and straightforward as ‘now that you know just how much you have been missing out on, click this button to buy and start enjoying this product today’. The point is that the call to action should always be there and it should be strategically placed to convince your readers to follow through with a certain step.
Your message does not inspire immediate action
People do not like feeling left out. Your content should be crafted in such a way that will make them feel as if they will miss out on a great opportunity if they do not act. It needs to make them feel as if the whole world has been enjoying your products for the longest time and they have been missing out. That is one approach.
The other approach would be all about exclusivity. People like feeling like they are special. If you tell them that something is limited, provided you have given them sufficient information on how they can benefit from that ‘something’ then they will be compelled to buy before stocks run out. It is all about how you craft your message. It should inspire immediate action otherwise they will move on to other things.
Your articles are not solving a problem
Or at the very least, they are not clearly stating how they will solve that particular problem. There is a very a good chance that most of your traffic comes from organic online searches. The fact that these people went through all the trouble to search for your niche-specific keywords means that they are after information that will help them fix something. They have a pain point that needs to be addressed.
Unless your content is addressing this pain point and then offering up a solution, then your content isn’t really that useful to them. You need to carry out extensive research to find out what it is most people within your niche consider to be pain points. You then have to craft cleverly worded articles that highlight how your brand can relieve them of these pains. Then you need to offer them a solution through clearly worded call to action buttons.
Your content is not well formatted
Unless your blog posts are formatted specifically for your readers, it will not matter how valuable the content within is, they will simply not read it. Most people do not like looking at large blocks of information. That sort of formatting is not inspiring to them. Many prefer to look at articles that are broken down into small, bite-size pieces.
Consider adding bullet points, subheadings, images, bolding, whitespace and a little humor. Make it easy to digest. Only then will they stick around long enough to actually get the message you are trying to pass across.
You are rushing your readers
Content marketing is all about patience and finesse. Every freelance writer will tell you that blogging is like dating, you need to slowly ease your readers into conforming towards whatever point of view you want them to conform towards. You can’t simply ask them to give you their emails and buy your products right off the bat. You need to slowly introduce them to your brand, tell them what it is you do, highlight some of the benefits that you bring to the table and then give them an offer they can’t refuse.
As mentioned earlier, every article should be crafted in such a way that it is leading the reader towards something bigger. Ultimately, what you want is the sale, but you also want to develop a loyal customer and a brand ambassador who will tell all their friends about you. This takes time and deliberate strategizing.
For a business owner, this might not be something that comes easy for you. But you can be sure that there are internet marketing experts out there and copywriters who know the ins and outs of wooing customers through simple articles. If you find that you do not have the time nor expertise to handle all this yourself, you should strongly consider hiring a freelancer who will do a good job in writing and posting regularly as well as walking your customers through the whole process of being a reader, a qualified lead and eventually a customer.