How to Easily Convert Your Readers Into Happy Customers
To create a blogging strategy designed to attract readers and inspire them to do more than just read, here are five customer conversion tips and techniques to implement.
Blogging just to blog, while perhaps satisfying to your creative appetite, won’t necessarily convert your loyal readers into paying customers. Whether you’re blogging for yourself, your organization, or your client, there should be a well-defined strategy behind it.
When blogging for business, your content strategy should aim do three things: attract readers, drive conversions, and result in a positive return on investment (ROI). Converting your blog visitors into devoted readers is one thing, but converting those readers into paying customers to achieve a positive ROI is another thing entirely.
To create a blogging strategy designed to attract readers and inspire them to do more than just read, here are five customer conversion tips and techniques to implement:
1. Build a sense of trust with your readers.
Successful relationships are built on one thing: trust. And the same holds true for bloggers and their readers. The first step to converting readers into customers is to give your readers a reason to trust you. After all, consumers buy from people and brands they know and trust.
The key to gaining readers’ trust is to maintain your credibility as a blogger and, most importantly, as an expert within your industry. Writing with credibility takes a little more effort, but the ROI will be well worth the extra time and research you put into your writing.
So, how do you write with credibility? Start by doing the following:
- Use data and statistics to back up your claims.
- Make sure that data is credible and link to the original source.
- Quote authorities and industry experts.
- Post case studies on client or customer success stories.
- Don’t be overly promotional.
2. Know your audience and their pain points.
The golden rule of any form of content creation is to know your audience. Who are you targeting with your content? What type of content do they search for and interact with the most? More importantly, how can your content help them?
To know your audience is to understand their pain points. Creating content that addresses those pain points helps drive conversions by providing a solution to a problem. And readers who are searching for a solution are likely already in the right state of mind to buy.
3. Create content according to buying cycle.
Consumers typically go through a buying cycle before finally deciding to make a purchase. Understanding the customer buying cycle and creating content to fit the appropriate stage is essential to driving conversions.
The customer buying cycle looks a little something like this:
- Need — the customer recognizes the need for purchase.
- Research — the customer begins to evaluate their purchase options.
- Comparison — the customer weighs their purchasing options.
- Purchase — the customer makes their purchase.
- Evaluation — the customer evaluates the results of their purchase (and, fingers crossed, brand loyalty is established).
If it’s your goal to convert your loyal readers into equally loyal customers, it’s wise to target consumers while they’re in the research and comparison stages. Remember to identify their pain points and provide the solution or answers they’re seeking. Most importantly, highlight why your solution is the way to go.
4. Format your posts for skimmers.
Formatting your blog posts for skim readers is wise, regardless of your blog’s purpose. Think about it: when was the last time you read through an article or blog post in its entirety? If you’re like most, it probably doesn’t happen all that often.
Here are a few tricks for optimizing your posts for the skimmers among us:
- Keep paragraphs short (three to five lines) and centered on one idea.
- Use subheadings, bullet points, and numbered lists to break up the text.
- Highlight keywords or important information with bold text, hyperlinks, etc.
- Use images to illustrate or simplify your points.
To find out how your readers consume your content, try using a heatmap tool, like SumoMe’s, designed to show you how people interact with your content.
5. Be bold (without being pushy).
Sometimes converting a reader into a customer takes a bit of a push — there’s nothing wrong with that. But, there is a right and wrong way to do it. Creating clear calls to action, for instance, inspires and motivates readers to do more than just read your blog post.
Don’t expect your readers to know what the next step is after reading your content; tell them. But, the key is to be subtle about it.
Your CTA can be in the form of an email signup banner at the end of your post, an invitation to join an upcoming webinar, or simply a question related to your post to encourage readers to join in on the discussion. Like this:
What do you think? What are some other methods for turning loyal readers into paying customers?