If you’ve been blogging for a while now, you’ve probably honed in on who your audience is, what type of content is getting the most traffic, and how to craft content designed to further engage your readers. But after all is said and done, do you know how to convert blog readers into new clients?
The Sales Funnel
One mistake bloggers make today is to forget to focus on sales data. In other words, where are your blog visitors in the sales funnel? These readers usually fall into three categories:
- New visitors – These readers are at the top of your sales funnel. They are new to your brand and just starting to get to know you and your product or services.
- Intermediates – These readers are in the middle of your sales funnel. They are made up of people more familiar with your brands and your offerings but are looking for more information from you before making a decision.
- Experts – These readers are at the end of the sales funnel and are ready to make a decision about your brand.
Content Ratio
Once you start thinking of your readers and where they fall in the sales funnel, then it’s important to think of the content you are generating and what percentage should be for each group. Here’s a good rule of thumb:
- 50% of your content should be for new visitors
- 25% of your content should be for intermediates
- 25% of your content should be for experts
Blogging Strategy Tips
Now that we’ve broken up the content by how much should be tailored to each customer or client, then you have to consider what type of content for each tier.
- For new visitors – The content for those just entering the sales funnel should be broad. You’ll want to position yourself as the expert in your industry and give a good overview of who you are and why you stand out from your competition.
- For intermediates – The content for those in the middle of your sales funnel should be more detailed. It should offer more information and really focus on why your brand is the leading authority in your product or service offerings.
- For experts – The content for those at the end of a sales funnel needs to be very specific. You need to demonstrate your expertise and back it up effectively. Case studies and testimonials are great for this.
When creating this blogging strategy to convert blog readers into new clients, it’s important to test things out. Make sure to monitor your analytics and adjust accordingly. With the right mix, you’ll be turning blog visitors into customers in no time!
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