Not sure you’re getting the results from your business blogging you want?
If you’ve been watching marketing trends, you probably already know that blogging (which falls into the category of Content Marketing) on your website is vital to growing your log homes business.If you’ve been blogging for a while and you’re not getting the traffic you want or, worse, you’re not getting the conversions you want, you know something must be wrong.
Often the first symptom is attitudinal. You’re used to doing conventional marketing, but then someone says, “You need to do blogging.” But doing blogging and doing it to produce ROI are two different things.
Here a quick start that should help. It's in the form a little Q&A you can do.
1) Do I Have a Keyword Focus?
This subtopic is #1 for one reason: Most of the blogs published today will never be found -- ever. What, never be found? If your blog lands on SERP (Search Engine Results Page) 20, for example, you’re out of the game. According to Search Engine Journal, 75% of users never go beyond page one of search results. Do you?
The hard truth is, that unless you choose to use a proven keyword strategy, blogging as a way to growing your log homes business will be a total waste of time (or waste of money), as shocking as this may sound.
I've listed below, the absolute minimum you should do for blogging as an assent to growing your log homes business. (The maximum would be to hire an agency known for their SEO abilities and who utilize high-end keyword analysis software.)
Whether you hire an agency or go the in-house route, every keyword strategy should be based on the long tail.
What’s long tail? Here are some examples:
- Short tail: "log homes." Way too generic. Search for this keyword and it will return over 1 billion search results. Good way to never get found – ever.
- Long tail: "factors for log homes construction."
- Incorporated into a title: "The 10 Most Important Factors for Log Homes Construction."
Once you have some keywords, here’s what to do with them:
- Pick a topic to write about.
- Choose a long tail keyword that fits your topic.
- Create a title with that keyword.
- Write your article.
- Keep a consistent schedule: Post not less than four articles per month, chronologically spaced.
2) Would you Click on Your Own Blog Title?
You'll need to craft a title that stands out from the endless sea of everything else on the web. About 80% of visitors will view a boring title and then never click on it.
Wordstream has written a great article on how to overcome writing bad titles. Being a little sensational can be overkill if done incorrectly, but done well, it can mean the difference between getting views or not.
- Here’s one example from Wordstream: “Sun Damage is Bad, But is Sunscreen Even Worse?” That’s a much catchier title than, “The Pros and Cons of Using of Sunscreen.” Etc.
- Our own Fred Thompson loves catchy blog titles. For example: "How Social Media DESTROYED my professional services business online!" No one wants his or her business to be destroyed!
3) Can I Identify My Audience?
The shotgun approach does not work with business blogging.
You can’t write an article on log home finishes one week and then post your favorite cookie recipe the next – and expect to see the results you’re looking for.
Every blog article should supply a solution to what your ideal customer is looking for. Why are people on the Internet in the first place? These potential customers (personas) are searching for answers. They’re looking for accurate, concise information to solve something, e.g, “What are the differences between log homes manufacturers?” “How to maintain the exterior of a log home,” etc. You need to know your prospects’ pain points and then write to solve them.
4) Am I Creating Fluff?
“Fluffy” blogs are more or less just reworked articles someone else has posted. It’s hard not to cover a topic someone else already has written on.
Differentiation doesn’t mean coming up with some entirely new topic, but it does mean you find some new approach, or new way of communicating that topic.
Sometimes simply taking a thought that’s out there and simplifying it works wonders. Refining some idea down to a list or set of bullet points takes talent, but can produce results. Readers today are looking for concise, easily digested, educational content. If you want to write a story, you’ll find an audience, albeit a much smaller one then you’d like.
5) Am I Including Persona-targeted CTAs?
Every educational blog post you write gives you an opportunity to engage your visitor and move them down the buyer’s journey.
It’s important to add a CTA to the bottom of every blog post, but are you adding the right CTA? Is the CTA aligned with the topic of your blog? If not, your readers probably won’t convert.
Say you’re writing on the topic of log homes interior design. If your CTA is about a guide to exterior design, it’s unlikely your blog reader will click on it. If they click on a CTA, you have a lead, if not, you don’t have a lead.
Ask yourself, “Would I click on that CTA?” If not, simply change it.
It’s always important to think like the customers your trying to attract! Once you begin to think like them, you'll naturally begin to attract them.
What did you think of this article? Please share your comments or questions in the form below!
Key take-a-ways from this article:
- The fuel that drives online marketing is blogging.
- Properly optimized blog articles get found; just any old article will not.
- Conversions only occur when blogs get found and a user clicks on a CTA.