“The key to success in blogging (and in many areas of life) is small but regular and consistent actions over a long period of time.” – Darren Rowse, Founder of Problogger Wondering how to get the best ROI from your content? Most businesses find it at least a bit challenging to build and maintain consistent readerships on their blogs…and many get frustrated. But we’re here to help you keep going, even when times are tough. Read on for a few of our favourite strategies for getting your blog working for you.
Blog Content or Social Media: What should you focus on?Consider this scenario: Your update on Facebook got 15 likes, you just added 7 followers on Instagram, and a few people just added some great comments on your most recent LinkedIn article. That sounds like a pretty good day, right? While most people would agree, we need to consider the bigger picture: Is all of this social media traffic really bringing you the revenue and staying power you deserve? It can be hard to compete with the “sex appeal” of social media, but a good quality, well-maintained blog will help your business stand out from the crowd.
Can you take your social metrics to the bank?“Don’t try to plan everything out to the very last detail. I’m a big believer in just getting it out there: create a minimal viable product or website, launch it, and get feedback.” – Neil Patel It might appear that pouring more attention into social branding and reach is the wise choice for marketing professional services or your line of products. But…is it? Here are a few points that might change your mind:
- Social media is shared on “rented land,” but you own your blog content in perpetuity, so it can (theoretically) make money forever.
- These channels have plenty of competition, but with your blog, you can build a consistent relationship with your audience.
- Social media might bring you likes and shares, but your blog is more likely to lead people to make a purchase.
Get the Best ROI by Building Blogs for Lead GenerationBlogs aren’t directly for selling, but they are great for educating and informing your readers about what you know best. Readers who find blog posts online are often looking for information about specific products or services. So if they are already interested, you lead them to learn more about your product by making a soft offer — for instance, a free e-book — which will help them keep your brand on their mind. If they have read the entire blog, you can keep on them on your site by linking other blogs at the end of the article. Another option is to take the opportunity to also send them to your revenue pages, whether that be a particular product, or your consult/contact page. Here at Blogworks, we like to think of your website like a conference. Imagine your homepage is the main conference room and your blog posts are breakout rooms where different speakers are talking about different topics. While people may stay in the main room for only 1 or 2 minutes to grab a bite to eat; they could spend 7 to 10 minutes in the breakout rooms listening to the speaker. It is the same with your website. We have found that people tend to stay on blogposts significantly longer than any other page on your site. So why not capitalize on that? Instead of letting them go from the breakout room, back to the main room, send them to your revenue pages. In doing so, you can turn those readers into leads, and possibly even clients.
Share Blogs on Your Mailing ListIf you use social media, think about which type of content sticks with you more: that random post that you scrolled by when absent-mindedly scrolling through Facebook? Or the well-crafted, thoughtful and handy article you were introduced to after signing up for a favoured company’s newsletter? The truth is that marketing is always a puzzle – one way can work better one day, and the other the next. With its capacity to generate an ROI of 3,800% (according to HubSpot), email marketing remains one of the most versatile and inexpensive of all marketing options. Try using A/B testing to see what subject lines or email content work best. By doing this in conjunction with the statistics generated by whatever CRM you are using, you will be able to better understand what works with your list, and what does not.
Build a Useful Library of Content“Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers.” – Brian Clark When investigating strategies for the best ROI, you will hopefully be thinking long-term. Building a blog is essentially like creating a little business “library” where people can go to learn about your business anytime. So long as you own this content, you can use it over and over again in different ways in perpetuity. Here are some ways to repurpose your blogs:
- Re-share older blog posts on social media with a fresh image and title
- Update old blog posts to include some current relevant information
- Mix and match media – combine blogs with podcasts and videos