How to turn your company blog readers into customers


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Content marketing is all the rage now, so you are likely to see more and more companies choosing this form of marketing and setting up blogs on their websites to build their reputation. While blogging itself isn’t a real challenge, generating a flow of positive ROI from it is quite a hard task. How to monetize your company blog and turn readers into actual customers? Here are five tips to help you boost the conversion rate of your blog.

1. Focus on gaining brand advocates first

The road from content consumption to conversion is very complex – much more than most marketers expect. That’s why you shouldn’t write blog posts with converting in mind. Your central goals should be gaining brand advocates.

The process is quite simple, but understanding it can power your blog into becoming an excellent ROI generator. A person who stumbles upon your content and consumes it is a mere reader – not someone you should try to convert.

Your job is to bring the reader into the second phase – by inspiring them to share your content. After a while, such a reader might become a loyal consumer of your content and a subscriber to your email newsletter.

Consuming your content, sharing it and leaving a comment or two, the reader becomes your advocate. After months of blogging and countless email newsletters, the user is finally ready to become a customer who trusts your brand and will recommend it to anyone.

2. Provide quality content

Without relevant content of quality, you’re not likely to get anywhere close to boosting the conversion rate of your blog. Make sure that your blog posts address the needs of your audience – the best kind of posts are those that solve problems.

They showcase your expertise, but also help to build a sense of trust around your brand by demonstrating that you genuinely care about your customers and how your product can help them.

When creating content, always have your audience in mind – if your content doesn’t directly benefit readers, they have no reason to stick around and gain a better understanding of your product.

3. Polish your headline-writing skills

A great headline is your best guarantee that a post will be read and shared by your audience. Choose headlines that are hard to ignore. They should capture the attention of users and inspire them to click on the post. You can achieve it by choosing to be playful, mysterious or even controversial.

Make sure that your headline suggests what readers will get from reading the blog post. Always include your keywords, focus on clarity, choose the right length and design – your headline typeface should guarantee visual impact.

4. Quote industry authorities

The most valuable blog posts are those that offer a vast amount of information. If you’re the only point of reference to all data in your post, you might not look credible. Once you situate your conclusions in the findings and reflections of authority figures, you’ll instantly make your blog post a material that can be trusted. This will also boost your SEO – linking to high authority sites is considered by search engines a trust indicator.

5. Hire a professional copywriter

If despite all your efforts, your blog has still a relatively low conversion rate and your posts manage to engage the community, but don’t bring you any significant results, it might be a good idea to consult with a specialist.

Have a look at services like Gumtree, where you’ll find a host of professional copywriters and content managers to hire. Most of the time, they’re well-trained in the complexities of SEO and know how to use keywords to yield wanted results.

Creating quality content and promoting it on social media is great for building your status in the industry, but it’s clearly not enough to impact the conversion rate of your blog.

Sarah Collins
Sarah Collins is an avid traveller and globetrotter currently employed by and helping people like her find the best ways to travel all around the world.


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