You can generate leads and connect with customers through various marketing channels, but blogging has significant potential for lead generation and possibly even conversions. People turn to blogs to learn about a brand and its offerings, as well as information that helps address pain points. This means you have an opportunity to establish relationships that lead to sales through your blog content.
Crafting a sales-boosting company blog is a layered, continuous project best done with WordPress. You can start building your blog for free on this platform. It’s easy to publish and edit posts with user-friendly navigation. WordPress is also versatile, allowing you to customize your blog’s functionality and look.
Even with all the intricacies of blog building, you can create a blog with WordPress that increases product sales and takes your online presence to the next level.
Study Your Target Audience Data
Your blog will generate leads to more sales if it’s written for your customers. In other words, your blog must be tailored to your target audience to capture their attention, inspire them and lead them to a purchase.
To do this, you need to know who your target audience is, what they’d be attracted to blog-wise, and what motivates them to make purchases.
The first step is accessing your target audience data. If you’re not already using a Managed WordPress Hosting provider such as Pressidium, that offers a comprehensive built-in analytics suite, then you might want to use an analytics plugin instead. One of the well-known analytics WordPress plugins is Monsterinsights. You can access helpful reports on the dashboard that detail things like the number of visitors coming to your blog, how many clicks your links get, and your best-performing posts.
Note this particular target audience information so that you can refer to it while you create your content and other aspects of your blog.
Specify Your Sales Goals for Your Company Blog
Your blog is more likely to get results if you define what those results are. What does increasing sales look like? Use the SMART (specific, measurable, achievable, realistic, time-bound) goal framework to help you.
A sample SMART goal around increasing sales is: We want to increase purchases that come directly from our blog by 10%. We will do this by creating a blog series about our product line that uses a product page-focused call-to-action (CTA).
The point is to be as specific and detailed as possible so that you can use your goals to inform your content strategy.
Create Relevant, Valuable Content
Your company blog’s content is meant to guide the reader’s decision-making. You want what they read to help them choose to continue their relationship with your business and eventually make a purchase.
This means your content must be relevant and valuable. It needs to speak to where the customer is in their journey with your brand and resonate with them emotionally because people read content and make purchases that are meaningful to them.
You can add or update content on your WordPress website by going to the Posts or Pages section of your site after logging in. You can click on an existing post’s title to edit content or click Create a new post. WordPress also provides design content templates to keep your layouts consistent.
User experience is especially important when creating compelling content for your company blog. People won’t engage with your posts, let alone find them if your website design is complex and they have trouble with navigation.
Enhance the experience visitors have with your blog by:
- Using a mobile-friendly, responsive website design;
- Removing unnecessary clutter, like excessive ads and banners;
- Establishing blog categories to assist with navigation;
- Using a larger sized font for readability;
- Using a text color that contrasts well with the page background;
- Breaking up large blocks of text with white space, bulleted and numbered lists, and subheadings.
A clean website design and simple blog layout ensure visitors can find the content they need quickly. It also makes your content more digestible, enhancing understanding and inspiring engagement.
Once you’ve tackled user experience details, move on to these other strategies to craft compelling and engaging blog content that resonates with your target audience.
Brainstorm Topic Ideas
One of the best sales strategies is becoming a thought leader. You can quickly grow your brand’s reputation and credibility, and people will be more likely to buy from you because of it. But you first need to find topics that help you show off your expertise and help customers.
The subjects you choose should be three-pronged:
- Relevant and interesting to your target audience
- Reflective of your expertise and passion
- Mindful of your goal to increase sales
For example, let’s say you’re passionate about modern tech tools and you’ve created a new one that fast-tracks content creation.
Your audience is interested in content about modern tech tools generally and those that help them save time on content creation. You could cover content creation pain points, modern tech tools that solve those pain points, and specifics about your particular tool.
Find topics that are a balance of your passion and expertise, what your target audience wants, and what will help you generate more sales. Keep an ever-growing list of subjects so that you never run out of blog content ideas.
Vary Your Content Types
Relying on the same type of content might help people know what they can expect from you. However, it can also get boring. Switching things up makes your blog more exciting. It also supports the different learning styles present among your audience.
For example, while some of your audience might love written content, others might be visual learners. Having a text-based blog post and infographic that cover the same topic would accommodate both kinds of people in your audience.
WordPress’s easy-to-navigate built-in editor makes it easy to add images, videos, and other visuals to blog posts. What content types you choose depends on your target audience’s preferences and whether you and/or your team can create the specific type of content to the highest quality.
Be Intentional About CTAs and Links
It’s essential to use CTAs and links strategically in your content if you want your blog to inspire consistent sales. Your CTAs tell your readers what you want them to do. And the links you attach to those CTAs can lead directly to a product page or catalogue.
Granted, all of your blog posts shouldn’t be wrapped around selling. However, you can weave sales-focused CTAs and links into your content in a way that isn’t pushy. For instance, only link to products you mention directly. And save sales-focused CTAs for a series of posts that are meant to push sales.
The block editor in WordPress simplifies the addition of links in your posts. Highlight the text you want to use as the anchor text for your link. Then, click the “link” button, paste the URL in the box, and save it.
Intentional links and CTAs are secret weapons in driving sales through your blog.
Creating lead generation from a company blog is an ongoing commitment. Along with the tips in this article, watch the performance of your blog content like a hawk. Note what’s working and what isn’t, and continue to adjust your strategy to ensure your blog is boosting your sales and helping you establish yourself online.