You’ve done everything right – you’ve built a website for your business, and you’ve always heard that a blog is a great way to engage with your audience. However, over time your blog starts to gather dust in the corner of your menu bar. You think it’s a waste of time – no one is commenting, you’re getting no shares and you believe that old traditional sales techniques in the real world are better.
Wrong.
Your blog is one of the greatest tools in your marketing arsenal to attract and gain more customers. Let’s take a look at what you’re doing wrong, and how you can fix these problems so your blog becomes your greatest asset.
#1 Invest Time In Creating A Stunning Website
Let’s not mince words here – appearance matters. You wouldn’t go to an interview wearing jeans and a shirt you’ve had on for 3 days – so why would you make your website look like it’s from the 90s? Of course, you’re probably thinking you’ll need to hire a web designer. Whilst that is one way you can up your game, with the vast majority of free tools online, you can easily craft an eye-catching website for minimal to no cost.
Tools like WordPress and Blogger often come with their own themes, and free downloadable themes across the web to help you craft a brilliant looking space for your business. Take note of other websites and bigger businesses than your own. What are these industry giants doing so well on their website? You’ll probably notice the majority have a specific colour scheme to compliment their brand identity. Work on finding your own and you’re halfway there.
Remember, your website is an extension of your business. It’s the same as a customer walking through the door of your business and being confronted with an ugly colour scheme and furniture all over the place. Customers are likely to stay in a place that has a warm and inviting feeling – so don’t litter your sales ads all over the place!
#2 Speak Your Audience’s Language
Another turn off is poor quality content – but we’re not just talking about 100 word posts simply selling your product. Picture that you’ve written an excellent 1000 word article on the ins and outs of your product and industry. Great! That should be enough to convince an audience to buy your services. A week goes by, and you’ve noticed that no one has interacted with the post at all. This is when you give up the blog and figure it’s not working out for you.
You couldn’t be more wrong. The main reason your content isn’t working out for you is probably because you’re not speaking your audience’s language. Let’s take Dyson Vacuums as an example. Let’s say Dyson’s demographic are largely middle-aged females, living in London, with two children. Are they really going to be interested in reading a post about the quantum mechanics of a vacuum? Probably not. What they are going to be interested in are simple and easy to read tips on how you can spring clean your house in winter and so on. See the difference?
Although it can be daunting to speak to your audience on their level, simply by tapping into their interests, you’ll build a loyal base of customers who trust that you know what they need and like. Just look at how well it worked for Vanish’s Tip Exchange.
#3 Prove Your Track Record
An incredibly persuasive way to convince your audience that your business is worth splashing out on is by simply telling other customer’s stories. The best thing about this is that you slash your time in half by having it written up in a Q&A format.
If you’re unsure about this method, think about the last time you spoke to your friends or family – maybe you complimented their clothes, their amazing new dining table or their new haircut.
What follows after this?
“Where did you get it from/Who did it for you?”
By having a case study in your blog, not only are you giving readers a chance to view how your services work from the point of view of a customer, but also the comfort of knowing that other people have bought your service/product and loved it. Can it really get more persuasive than that?
Your blog is an extension of your business – so why wouldn’t you use it? Combining all these techniques will give you the edge against your competition and prove to customers that you know what they’re all about and what they want to hear (or in this case, read). The best part is, is you can schedule your blog content! You can rest easy knowing that you’re attracting leads without having to compromise on time. It’s the perfect lead generation tool.
Jonathon Spire
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