Content marketing is ‘the’ thing for businesses today – irrespective of the domain or industry they are in. The marketing tactics includes businesses creating content that interests their target audience for various digital channels – the blog, social media, forums, online communities, etc.
These pieces of content also serve as the elements for search engine optimization. They become the traffic pullers for the business. But while the traffic pulled in to the blog is extremely interested in the topic being covered, it isn’t necessary that they convert according to your business goal.
Whether your primary goal is to make visitors subscribe to your newsletter, sign up for a free trial or purchase a product, the readers may not necessarily be your ready customers. This means they require nurturing or that subtle nudge towards the conversion for your business sale to happen.
Here’s taking a look at a few strategies that will definitely turn your blog traffic into sales:
1. Focus on brand awareness first
While you’re driving traffic to your website, ensure that the visitors know ‘what’ website’s blog it is, what you offer and why you’re writing on those topics. It is important to focus on sharing information valuable to the readers and focused on brand awareness.
If a visitor doesn’t understand what you are all about, he is not even remotely probable of converting. He might just read, maybe share the post and leave – because the attention span of an average internet user, is considerably low.
2. Make your content actionable
An average internet user takes action on what he consumes only while he is interested in it. This means that if your readers are drawn to your blog, you need to ensure that you’re stimulating some sort of action from them while they are still interested.
Making your content actionable could simply include giving executable pointers and examples, or adding subtle/smaller call-to-actions within the post that would add up to a complete conversion/sale for you.
3. Retarget the leaving reader
We drive the traffic to our blogs so that we can offer them some information and add value to our target customers. While being un-intrusive and non-pushy while they consume what you have to offer, enhances their experience, it is important to ensure that they don’t leave without making some sort of interaction with you.
This is where you can target your leaving visitors or leaders with exit intent technology. The popup will get triggered only when a reader shows an intent of leaving the web page. The popup could be aimed at promoting another content piece, nudging him to subscribe, following you on social media, etc.
For instance, this exit intent popup here is recommending more reads to the visitor. This would keep him on the website longer, increasing his chances of converting:
And this one is like a subtle reminder to the reader to subscribe to the blog:
4. Engage with your readers
It is important that you strike a conversation and hook your readers while they are still interested. This means if they have shared your content piece on social media or dropped a comment on the post, don’t forget to acknowledge it. Whether they have a question, an opinion or a concern, remember to address it as soon as possible.
The more engaged and clear the readers are about your value proposition, the more likely they are to convert on it.
For instance, we use Disqus for our blog and make sure that every comment dropped on a post is definitely replied to. Disqus has its own community to; so the more active you are, the better it is to build rapport.
5. Retarget them on social media
In case a reader does go away without interacting with your business, create a retargeting strategy to either bring him back or keep his interest in your business at the top of his mind. You could run retargeting ad campaigns on social media or promote similar content on the channel he had initially come from.
Sometimes, seeing a business name over and over again, makes it more relatable and recognisable. This in turn results in generating sales for your business.
6. Focus on micro conversions
If you want the visitor or reader to buy a product, focus on a conversion one level below – subscriptions. Once the visitor has shared his contact information with you, it gives you the opportunity to create lead nurturing campaigns, that will offer him a personalized customer journey to conversion eventually.
Similarly, if you’re aiming at subscriptions, focus on getting social following first. Then you get the chance to frequently share information with your readers, obtain their trust as a reliable source of knowledge and then convert them into subscribers or loyal readers.
7. Create various touch points
Ensure that your blog has various touch points in place. A reader could be someone who goes from top to bottom of your post or someone who only goes through the main points. You need to focus on converting all sorts of readers.
Using scroll point data and heat maps of your blog, create various touch/contact points on your blog site. Be it CTAs in the sidebar, midway through the post, a contact form at the end, an exit intent popup, live chat, social buttons or a constant header banner. It should be ‘very easy’ for the reader to get in touch with you at any point he feels like it.
Over to you
Turning your blog traffic into sales is as challenging as acquiring your customers in the physical target market. You will consistently need to work on optimizing your blog to cater to what they expect from it and personalize their experience, on the go!
The greater the personalization and ability to tap into their psychology, the higher are the chances of them converting from readers to customers.
Reduce your blog’s bounce rates and boost your subscription with on-site retargeting!
Try Exit Bee for FREE today.