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Do you find yourself reading up on a blog article, only to find yourself a few minutes later reading another article from a different blog that contradicts or questions the first? These days there a lot of clickbait articles just trying to get traffic to their blog without offering any real value or solutions. If driving traffic is the sole purpose of your blog, then maybe this method works great for you. However, if you’re looking for your blog to serve as a means of customer conversion and retention, you will want to ask three important questions to analyze its effectiveness: How are you establishing yourself as a credible source? Are you using effective CTAs? And are you choosing the best way to promote your content?

Let’s take a look at these questions in depth to help you analyze the effectiveness of your blog and drive greater conversions on your website.

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How Are You Establishing Your Website as a Credible Source?

Have you ever thought to check out the sources used to back the blog article that told you to make a life-altering change to your diet? Were there any sources stated? Seeing that anyone can practically post anything on the internet, and many claim to be an authority on a subject, it’s worth making sure that what you are saying in your blog posts can be backed either by personal experience or by studies funded by credible sources. Doing so accomplishes two things.

Credibility = Authority

One, the more credible you are the more authority Google wants to give your website. Google’s algorithm is constantly getting better at weeding out junk websites that feed bad information. In the most recent Google updates, YMYL (your life money your life) websites, or health and wellness related websites, were negatively affected the most with many top ranking websites taking a plunge. These updates indicated that Google wants to make sure they are serving up real information especially when it comes to information that can heavily impact the health and well-being of a person’s life. From this, we gather that Google favors credible, well-backed websites with real information and not just clickbait articles. So with that said, the more credible your website, the more likely Google is to identify you as an authoritative website increasing the likelihood of a boost in your website’s rankability. And the higher the rank, the higher the traffic.

Visitors to Your Site Love Quality

Two, Google aside, visitors to your site are more likely to convert when you gain their trust with quality content. Many recent studies have proven that customer loyalty is established by building trust through your company brand and not necessarily through low prices. In a strong culture of consumerism, successful businesses focus on the experience they give their customers to sell them on their product. Are you giving your target market a way to identify themselves with your brand? Are customers choosing your product or service because it says something about them and their interests? It’s that sort of strategy that builds trust between business and customer.

So, in regards to your blog specifically, the more you can communicate that authenticity, that experience you are selling, what your brand is all about, in each of your blog posts, this is what will get visitors to convert. Your blog is a tool to not just sell customers on your product or update your readers on company news or even to get traffic to your site; it’s a tool to build trust by creating a clear picture of your business’s brand. It’s a way to fill in the gaps, explain and persuade your readers to become a part of your brand’s community. By the end of each blog post, readers should feel like they can identify with your brand and want to take on the image that your company sells. That is what will get a reader to convert.

Are You Using CTAs in Your Blog?

This is another great question that helps you analyze the purpose of your blog. When you identify the purpose of your blog, it gives each blog post a greater sense of direction. Each individual blog post becomes a means to an end; or in other words, each post is an opportunity to contribute towards the end goal of customer conversion and retention. Therefore it is imperative that each blog post includes a strong CTA.

To analyze your CTAs, ask the following questions: what action am I asking my readers to take? At the end of reading each article, what do I want my readers to be excited to do? And does that action point them more towards the company or does it point them away?

Putting your blog in the context of your business’s marketing funnel can be a powerful practice to help you answer these questions. Can you see how each of the following parts of the marketing funnel can be applied to your blog posts?

Discovery

Your blog is one of the many avenues your target market takes to discover you. If a potential customer’s first encounter with your company was through a blog post they came across on social media, what would you want that post to convey to them? What would the desired action be after this first interaction?

Consideration

You want your blog posts to naturally lead into this next step of consideration. It could be an invitation to consider trying your product or it could be as simple as browsing your solutions or staying tuned for the post. Whatever the desired action is, deliberately invite your readers to consider your product or service.

Conversion

The beautiful thing about a blog is the ability you have to spark ideas through your content. It’s an opportunity to help your readers envision themselves with the product and to have them consider what their life would be like with your solution. This can inspire not just a one time buy but a completely converted customer where they believe in your solution and can’t live without it.

Retention

Your blog can play an essential part in your customer retention. The more you can make them feel a part of the “tribe” or one with the community, the more customer loyalty you will build up. You can accomplish this with your blog by creating content that your customers identify with and relate to.

By looking at the big picture of your customer’s journey through the marketing funnel, you can begin to see the highly impactful role your blog can have. It’s one of the more effective ways by which you can convert and retain customers.

Are You Choosing the Best Way to Promote Your Content?

The way that you promote your content also conveys the purpose of your blog. Start with which platform you are promoting your content on. Is the purpose of your blog to drive sales? Is your target market your typical consumer? Then maybe Facebook is your platform. Is your target market mostly made up of millennials? Then maybe you need to utilize Instagram to promote your content. Or are you selling B2B? In that case, LinkedIn might be your most ideal platform.

There are lots of effective ways to promote your content. The key to remember here is, once again, quality. Look to make quality connections with the customers or businesses you are marketing to. The more that potential customers feel like you personally care about them and take an interest in them, the more inclined they are to check out that blog post and see what your company is all about. We live in a culture of connection where word of mouth is the most trusted source of information.

A great personal way to promote content is by connecting with influencers. We all know how effective the reviews on a product can be. The more personal the review, the more trust that can be built. When you reach out to an influencer with a blog post for their followers, there is no better voice to back you up and vouch for how awesome your solution or your business is. Building up relationships with influencers can bring an invaluable, trusted voice to your business.

Improve Your Blog Today

The best place to start in improving your blog today is to do an audit of your blog. Focus your audit on underperforming blog posts. Maybe they need a re-write or maybe they just need a little tweaking. With your high performing blog posts, make sure they have a strong CTA but consider not making too many changes there if they are already doing well. Moving forward with future blog posts, make a plan for how you will establish yourself as a credible source through your posts. What types of sources do you want to make sure to include and exclude? Make a plan to ensure there are strong CTAs in each post. Each CTA should have a solid strategy behind it. Finally, make sure you know your target audience and which platform will best reach them. Be able to answer the question “why did I choose this platform to promote this blog post?” Give this audit a try and start optimizing your blog for better conversions right away.

If you want more guidance on your blog strategy, don’t hesitate to contact Big Leap today.

Kate Diamond