Are you struggling to make sales with your business blog? You’ll be kind of happy to know, you’re not alone with that struggle. A lot of online businesses know how important it is to write blogs that offer value to an audience - but struggle to implement a suitable selling strategy into those blogs.
The value-driven type of blog is great to help you showcase expertise whilst also building on the know, like and trust elements of business. But the problem is, you often end up with a lot of useful blogs on your site that don’t lead anywhere! It can be difficult to understand how to offer value-driven blogs that also ask for the sale.
So, if you’re interested in learning how to make sales with your business blog, keep reading!
[And if you need help getting your blog writing started and writing your blog posts, grab yourself a copy of my FREE guide to writing blog posts - just click on the banner below!]
The first point I want to make on this is one that is a little uneasy for some, and that is - not all blogs should directly lead to a sale. I know there are hardliners out there that think they should, but in doing so, you run the risk of coming over as too pushy and possibly alienating your reader.
However, it is important to understand that whilst all blogs shouldn’t directly lead to a sale - they will all eventually lead to one. What does this mean? Well, if you have a hard sell on every blog post, you’re going to turn readers away. However, if you plan your blog campaign strategically, you can make sure the blogs you write naturally take your reader down the buying path towards an affirmative sale. You can then use your funnels to help you secure a sale, further down that path. (If you want to know how to strategically plan your blogs and get this working for you, keep reading!).
The second point I want to raise is there are subtle ways to help a reader become a buyer. It isn’t just about adding a call to action to buy something. Your blog can follow a blogging funnel that gives them an opportunity to move along the buying journey. This means writing content that:
Of course, each of your blogs can also use subtle actions to help send them towards other methods of engagement (such as encouraging them to sign up to your mailing list, where you can link them to an email nurture sequence).
[Want to see how blogging can fit into your business funnels? Check out How powerful blogging can be for your business funnels.]
And that is why you need to have a plan in place for your blogs. If you want to make sales with your business blog, you need to know where you’re headed, so you know what you need to write about, to get the end results you need.
When it comes to creating a blogging plan, you need to start with your desired end destination. I’m guessing that, as you’re reading this blog post, your end result is a sale or two! So what specifically do you want to sell?
If you’re blogging once or twice a week, you could realistically opt to promote a different thing every 1-2 months. For those blogging once or twice a month, you may want to opt for one promotional thing a quarter. You may only have one thing you can promote - that’s ok! No matter what your blogging frequency, know what you’re looking to promote.
You can then brainstorm blog ideas, based around what you want to promote, to fill the timescale you have. For instance, if you’re looking to promote an online course on time management for busy work-from-home mums, you don’t want to be writing blogs around how to promote an offline workshop. Your blogging content needs to correlate to your promotional plan.
But you also need to ensure you’re writing content that covers those three main elements of a great blog funnel - building awareness around an issue or problem, helping highlight you as a safe and trustworthy potential solution, and giving them an easy way to buy from you, when they’re ready. So look to mix them up throughout your promotional period.
If you’re writing content based around the key questions and top issues faced by your target audience, your blog can do the selling for you. As Kim Garst attests, you just have to think organically:
When your content is so good that you become a valued resource for your readers, they’re more likely to trust you. And when they trust you, they’re more likely to buy from you. And this can happen very organically, without any gimmicks or pushy sales tactics.
[You can read Kim’s blog here: https://kimgarst.com/7-ways-to-generate-sales-from-your-blog-content/. And, if you’re a VA who’s struggling to come up with suitable things to blog about, I’d recommend you read: What can VAs blog about?]
If you want to make sales with your business blog, you need to ensure you’re focusing on the content that matters to your audience. Take the time to interact with your ideal customer, to find out what their biggest issues, frustrations and concerns are. Search in online forums and groups for questions they’re asking around your area of expertise, and carry out keyword research to find topics that are of interest to them.
Many online marketers don’t make sales through their blog, because they don’t ask for a sale!
You need to include ways for readers to register their interest and have an opportunity to buy. This includes using banners to help highlight your opt-in freebie and explaining what their next steps need to be.
As mentioned earlier, this is where your consideration and purchase pieces come into play. Use them to shine a light on the solutions you have available and showcase who you’ve previously helped. There’s nothing wrong with posting case studies, testimonials and reviews on your products - in fact, many people find these incredibly helpful and reassuring!
Other ideas you can include that ask for the sale, include writing blogs that:
[If you want some more help on writing about your products and services, check out this blog post: How to blog about products & services (the right way!)]
Finally, remember your completed blogs aren’t a one-time-done thing. The mistake a lot of online business owners make is thinking once written and published, a blog is no longer useful. The reality is, your blog is only finished, when you say it is!
So what does this mean? Well, you can easily set up a regular promotional campaign for your older blogs, where you promote them on social media. Another good strategy is to update older blogs with new information and even additional keywords. You can also add in new content, such as adding in pinnable images or creating a suitable content upgrade.
If you’re currently struggling to make sales with your business blog, you’re not alone. However, there are a lot of things you can do to turn it around. By following the advice above, you’ll not only find your business blogs are more effective in converting readers, they’ll also be more focused, and of higher quality and value - so it’s a win-win on all fronts!
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