You’ve started blogging for your company, but so far you’re not seeing the return you thought you would. Isn’t blogging supposed to drive website traffic and be a fantastic source for lead generation? And haven’t you heard somewhere that marketers who have prioritized blogging are 13x more likely to enjoy positive ROI?
So what’s the deal? Why haven’t your blogging efforts yielded positive results?
There may be a few small changes and updates you can make that will increase your ROI while improving the overall quality of your company’s blog. Here are five small but powerful ways to get better blogging ROI:
1. Stop blogging about yourself
If you want to post company news on your website, that’s fine. But beware of confusing blogging with a newsletter.
The purpose of your company’s blog should be to educate prospects and customers about your industry, provide thought leadership, and, ultimately, use content to help convert website visitors into leads. But often, companies use the blog section of their site to post their own updates and news. While keeping people up to date on what your company is doing definitely has value, your blog is not the place for it.
Blogging takes time and resources, so it’s important to use that time and those resources wisely. In order to get a better ROI from your blogging efforts (read: more website traffic, more conversions, and more leads), post thoughtful, helpful articles around interesting industry topics. As the value of your content increases, so will the return you’ll get for your efforts.
2. Provide a way to subscribe
Many companies overlook the importance of gathering blog subscribers. The line is usually something like, “Who would want to receive our updates?”
Well, if you’re posting helpful, interesting content that’s relevant to your buyer personas, why wouldn’t they want to subscribe? The benefit to having blog subscribers is that they have opted-in to hear from your company, meaning you’ll be top of mind whenever that blog digest reaches their inbox. Some of them may be people who aren’t ready to buy from you just yet, but are interested in what your company has to offer. And they’re handing you the opportunity to keep educating them.
Adding a way for people to sign up for blog updates is a small but effective change that can help you get the ROI you’re looking for. You can try a pop-up, a sidebar form, a slide-in box—test a few different options and see which one yields the best results.
3. Add calls-to-action
Blogging about industry topics is a well-known way to drive traffic to your website. But to turn that traffic into ROI, add calls-to-action (CTAs) to your articles. A CTA prompts website visitors to take an action on your website. Whether it’s downloading a piece of content, signing up for a consultation, or attending an event, CTAs help convert your website traffic into leads.
One of the most common places to add a CTA is at the end of a blog post, but you can experiment with other locations, too. Try a slide-in CTA, or add one to the middle of an article. The point is to turn your blogging efforts into measurable results by using your posts to gather leads for your business.
For answers to some FAQs about calls-to-action, click here.
4. Keep people reading
Someone has typed a search query into Google, found your blog, clicked on it, and is reading your post. She’s clearly stumbled upon something she finds valuable and helpful; otherwise she simply would have bounced out. So, how can you take advantage of her interest and engage her further?
One effective update you can make to your blog is to add a “recent posts” or “relevant posts” section. Many blogging platforms come with this feature already built in, but you can spruce it up by adding images and making it more visually interesting to readers. The idea is to entice people with more content they’ll enjoy so that they stick around instead of leaving your website.
Another way to keep them reading is by using in-page links. What’s an in-page link? This is. It’s a hyperlink within an article that links readers to relevant articles that provide even more information. Use them regularly in your articles to show readers where they can go to keep learning.
4. Let people share your content
Sharing is caring, right? And you definitely want people to share your blog content.
Social sharing is becoming more and more important for signaling outstanding content to search engines. Add the option for social sharing (like the module that’s been following you down the left side of this page) to encourage folks to share your content.
Letting people share your posts on social media also increases your reach, which can help drive more website traffic. It's a pretty great cycle.
These techniques may appear small, but they’ll make a powerful impact on your blogging ROI. Implement a few today and be sure to keep track of the positive results.