But small business owners typically have two main problems that stop them from blogging:
- They have a hard time finding time to blog.
- They have a hard time coming up with content for their blog.
Every successful business solves real problems for real customers. If you aren’t providing products or services that people want and that make their lives better, then you won’t stay in business for long.
So, the place to start when writing your blog is to think about the problems your customers have and how you help your customers solve them. When your blog content provides information of real value to real people, it positions you as an authority and will help you attract more perfect customers.
With that in mind, I recently stumbled upon an excellent podcast by Chris Luck that explains exactly to create a successful blog that turns readers into paying customers.
For those of you who would rather read than listen, here are the podcast highlights. But I encourage you to listen to the podcast as well.
- Know Your Audience.
- Select a topic that will solve a pain.
- Format your blog article so it can be scanned quickly.
Who are your customers? What do they want and need? Why do they buy from you?
Write about your customers wants and needs and how you can solve them in language they can understand.
Before you start writing, think about the person you are speaking to — the person who is most likely to take action as a results of reading your content.
Think about their gender, profession, marital status, family composition, hobbies, interests and the problems they face.
Blog topics that target precise pain points attract those people who are searching for a solution to a problem.
- Write short paragraphs that have no more than 3 sentences.
- Use headlines, subheadlines and bullet lists.
- Use a large font that is easy to read on all devices.
- Insert images to break up the text.
Imagine your blog article is a road. You want this road to take your readers from one point directly to another without exit ramps, signs or billboards to distract their attention.
Make it easy for readers to stay focused on one single point that will help them solve their pain.
Even when your real goal is to attract paying customers, make sure that each of your blog articles provides something of value that makes it worth the readers’ time.
You can always offer something for sale at the end of your blog, but if your readers feel like they did not get something of value from the blog content itself, you are less likely to convert those readers to customers.
A call to action is an invitation to your readers to contact you or provide their contact information in order to access something more that you can offer them.
Your call to action might be to fill out a form to get an informative free report or access to a video with more information.
Your call to action could be a button that says “Click Here to Learn More.”
You can add a piece of retargeting code to your website that identifies just those people who have read your blog. This gives you the power to create ads that will follow your readers around the internet and invite them to come back to read another article, download a free report, or watch a free video.
Google Adwords, Perfect Audience and Facebook Custom Audiences are tools that let you set up retargeting. Retargeting is a low-cost form of advertising that can keep you visible and top of mind in your ideal audience (and potential customers) for as little as $0.50 per thousand impressions (CPM).
Need Help Creating and Publicizing Your Blog Content?
I can help you generate ideas for your blog content, write your blog for you, and promote your blog so it gets seen by the right people to keep you top of mind.
…if you would like to discuss your blogging needs or schedule a business blogging consultation.