Ah, the beautiful, bountiful world of blogs. The stats make one thing clear about blogging: YOU SHOULD DO IT. And oh yeah, you should DO IT NOW.
But is your blog really doing its job? Or is it just another dingy, long-forgotten billboard (advertisement) on the side of the super sales highway?
First, some staggering stats:
Top 10 Reasons To Start/Have A Blog:
- 57% of companies with a blog have acquired a customer from their blog. Source: HubSpot
- B2B marketers who use blogs generate 67% more leads per month than those who do not. Source: FactBrowser
- Once you write 21-54 blog posts, blog traffic generation increases by up to 30%. Source: TrafficGenerationCafe
- Once you write 52 or more blog posts, blog traffic generation increases by up to 77%. Source: TrafficGenerationCafe
- 81% of U.S. online consumers trust information and advice from blogs. Source: BlogHer
- 61% of U.S. online consumers made a purchase based on blog recommendations. Source: BlogHer
- 37% of marketers say blogs are the most valuable type of content marketing. Source: Content Plus
- 60% of consumers feel more positive about a company after reading custom content on its site. Source: Content Plus
- 90% of consumers find custom content useful, 78% believe that companies behind content are interested in building good relationships. Source: TMG Custom Media
- 68% of consumers are likely to spend time reading content from a brand they are interested in. Source: The CMA
Blogs can certainly make your company or brand credibile. Sadly, some of us get in the way of our own credibility with our eagerness to stuff leads into the pipeline.
From WOW To WTF
Sometimes marketers and bloggers publish regularly, have a gorgeous design, give lots of tips for solving their readers’ issues and still mange to muck it up. How?
They end every post with a hard sell, or with an ask to buy or sign up for something.
Why would you spend all that time gaining your readers’ trust, and then ruin it with, “OH and if you liked this article, buy our Fast Amazing Product! Here’s a $10 coupon, too!”
I just went from WOW to WTF.
What if it was my first time on your site? What if that hard sell slapped me so silly that I refuse to come back?
Wouldn’t you rather WOW your readers and provide so much value with every article that they’re on pins and needles waiting for your next installment?
Yes, there is a time and place to make the ask and get the sale – but I beg you reconsider making that place at the end of your posts.
Make your blog the Google of [Insert Your Industry Here]. Be the SOURCE of constant, helpful, insightful and valuable updates that your community cannot live without.
Uninspired? Try one of the tips below to show your customers you’re more concerned with helping than selling:
- Case studies
- List of resources
- Helpful statistics (like the 1st half of this blog!)
- How-to pieces
- Checklists & Cheat sheets
- Problem/Solution (give problem and possible solutions)
- Interview the experts
- Book reviews
How do you feel about selling at the end of blogs posts? I’d love for you to let me know in the comments section below!
See you in the social sphere!
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