We know we should be doing it, but we loathe actually doing it. Hello, blogging. Here’s to you. This is our guide to getting better blogs, the first post in The Better Blogs Project, our initiative to help people level-up their blog strategy and increase conversions.
You must first understand these two facts about blogging before you begin this endeavor.
Most blogs will fail. The majority of blogs that come onto the blogging scene are bound to end unsuccessfully, for different reasons.
Before you begin blogging understand that the odds are stacked against you. Three reasons why most blogs fail include:
You don’t know what to say. The writer’s block struggle is real. Coming up with 1500 words and the citations to back them up about topics we otherwise are very passionate and knowledgeable about isn’t always easy. The truth is…writing is not easy. If you struggle to come up with words consistently enough to build credibility with your blog, then outsource your blogging to professional bloggers.
You know what to say…just not how to say it. Articulating your message in a way that resonates with your target audience is just as important as the message itself. You won’t get the conversions you seek if your message lacks value with your audience. If you struggle with this, Copyblogger offers great advice.
You know what to say, how to say it…we aren’t taking time to write it. Life happens. Business happens. You get busy. Fulfilling customer demands, attending Business Association meetings, doing the bookkeeping…whatever. You end up doing everything BUT blogging and you look up, a month has passed, and you realize your last blog post was written six months ago. (YES, WE SEE THIS. This really happens.)
2. Most blogs get less than 1,000 visitors per month. It gets discouraging to do something without seeing results, so most people stop doing it…just like the gym.
Blogs fall victim to the gym phenomenon: you enroll at the gym with lofty expectations. You are confident you’ll go everyday and you’ll see the dream bod you want in no time. You start off with such gusto…such vigor. Then, a week in and you’re getting frustrated. The scale doesn’t move. You don’t see the fruits of your labor and you start skipping days. One day here; two there. Then, finally, you look up and a month has passed and you haven’t gone back since you last stepped on the scale.
Sounds familiar? Blogging, for most, is a lot like this. You start off creating content regularly…biweekly, weekly or even daily. Then, the days…the weeks…the months go by between posts. You check your analytics and see the hits go down, the visitors start dwindling and the comments start thinning out. You get discouraged and it further feeds the abandonment behavior.
What must we do to start improving our blog hygiene standards?
Make a commitment, and hold yourself accountable. Join our Email Club, as we provide regular inspiration and tips designed to encourage you to stay true to your blogging strategy. Also, connect with others who have made the same commitment as you. Follow and comment on other blogs, and ask others to weigh in on your posts as well. If you want more engagement, create engagement yourself. This is critical to your accountability.
Plan a topics outline. Decide what you want to write about, and commit to writing approximately 1500 words of substantive, value-saturated content on those topics. Expect to spend 2 hours per blog post; it will take this long to research relevant statistics to back up your claims, dive deep into topics and really explore concepts thoroughly. If you don’t have time to commit to this, then send us your topics outline and we’ll write the blogs and post them for you. ( Psst…Order Now, use the code BETTERBLOGS and get 50% off your order.)
Encourage others to comment and share your content. Once you’ve written and posted your blog, share it on social media. Get others to comment and participate in your dialogue. Engage in discussions outside of your blog in order to bring the conversation back to it. Find where your target audience gathers online, and share a link along with tasty bits from your content to encourage them to participate. Invite them to share your content with their circles.
Where to find blog followers online:
Online forums about your topic.
Your email marketing list.
Your friends on Facebook.
Clubs and associations you’re involved with.
Once you’ve made your commitment, written or purchased your blog content, and promoted your blog through relevant outlets...get ready to do it all again.
Engage in discussions outside of your blog in order to bring the conversation back to it.
Remember: you are one person, and you can only do so much. One of the most strategic tools for business owners and busy professionals is OUTSOURCING. We recommend outsourcing your blog content creation and development to the professionals at BPC Content. Your focus should be on the big picture. It doesn’t matter that someone else is creating your content; what matters is that your content is consistent and reliable.
Figure out where YOU must focus your energy, and outsource the rest. If your efforts are better concentrated on conversing with customers and clients, then get others to create your content. if your efforts are better concentrated on connecting with leads, then get others to concentrate on maintaining existing customer relations. If your efforts are better focused offline and out meeting with customers and clients, outsource your digital marketing to professionals.
Think about it: what good is it to write a few blog posts and start building some momentum..only for it to drop off when you can’t remain on the treadmill?
If you want conversions, you must first figure out what conversions look like for YOUR business.
signups on your email list?
sales for your eCommerce products?
followers and likes on social media?
attendees in your Facebook Live exclusive sessions?
When you know what it is you want, you know how to most effectively go after it. Until you know what a conversion looks like for you, your efforts will be null at best.
Most business owners set out to get conversions, but they don’t know what traction looks like to begin with. They’re getting impressions and visitors to their pages but these visitors aren’t engaging with their content. Either they’re creating content that lacks value, or they’re not seeing what conversions really look like for their business.
This happened to our business, before we realized what conversions look like to us.
We couldn’t figure out why we kept hovering at #12 on Google SERPS for Buy Content. and buy blog posts.
Buy Content. Buy Blog Posts.
These were the two head terms (short, broad keywords) we wanted to focus on for our conversions (which we thought were increased SERP ranking). We thought that’s what everyone wanted..show up high in Google; that’s what matters. That’s what a conversion looks like.
We could not have been more wrong.
What we failed to realize, was that our bigger picture was our influencer strategy.
Huh? What do I mean our influencer strategy?
Well, one day, we noticed some of our recent followers on Instagram…had also signed up for our Email Club..and had also “Liked” us on Facebook.
These same followers had recently shared our content with others. Who also shared our content with others and joined our Email Club.
Three online orders can be traced back to this chain of social media influencer actions.
That’s when we realized…conversions for BPC Content aren’t high Google SERP rankings.. its in building up our social media influencer status.
Then it really dawned on us: there was a reason why businesses like Hamilton Perkins Collection wanted to pay us to represent their brand through our Instagram account…even with only 300 + followers.
You know why? Because it’s not about the number of followers you have, it’s the engagement you maintain WITH those followers. 1,000+ followers mean nothing if 1-2 of them only want to engage with what you say and the content you produce. We currently (at the time this was written) have 340 followers on Instagram. Yet, we’ve directly contributed to business revenue for our clients through 15% of our follower base.
That’s a significant amount of business, and why our conversion focus is on building our social media influencer efforts.