Do you know who your potential clients or customers are? Do you
know what they are looking for and how they are looking?
It's extremely important to understand just how your clients or
customers might get to you in order to blog effectively. The
reason is that you want to hone your posts and post titles in
order to more effectively land specific search phrases that are
beneficial to your users.
Let me explain.
If you sell widget `A', you want to target the terms for widget
`A', right? So depending on your widget, you need to make posts
beneficial to your clients. Let's say that your widget requires
specific parts for repair or service. People do get online and
search for these parts, they do try and repair their stuff
themselves. So if you sell parts to repair your widget, you need
to make blog posts with titles that include the name of that
part.
Over time, your posts will nab some of these listings for these
parts. So even though you have number one in Google for 'super
resistant widget coating', if it directly applies to your widget
and people search for it, it will improve your bottom line.
Make sense?
Let me give you a more specific example.
Bob sells stereo equipment. Lots of high end, model specific
stereo equipment. Stuff that runs a pretty penny. So does Bob
want to get listings for 'stereo amplifiers'? Yes, Bob does. But
the traffic Bob receives is going to convert poorly. Because
most of the slobs looking for 'stereo amplifiers' are looking
for lots of different types of amps. Maybe they are searching
for car amplifiers, maybe for a cheap house amp, maybe for a mid
range amp , etc. A very small percentage of that traffic will
actually purchase what Bob is selling.
But what if Bob nabs listings for the stereo heads that
actually buy the equipment Bob sells? Wouldn't it be better if
Bob had the listings for the model numbers and the names of the
units Bob offers? So Bob is probably better off writing posts
about items he actually sells and titling those posts with the
model numbers and brand names for the units. Because Bob is
going to land some of those listings.
This is how big companies like Amazon and Ebay win the traffic
game each and every day. They don't need to get a jillion hits
for a non specific term, because that traffic doesn't convert as
well as people searching by specific product name. Nope, they
would much rather have a bunch of pages receive a smaller amount
of targeted visitors, looking for the specific item for sale.
It's how they make a truckload of sales my friends. And you can
use this same process to build your own traffic.
Do a little math on this. Let's go back to Bob. Let's imagine
that our Bob does in fact nab a number one listing for 'stereo
amplifiers' and gets 500 visitors a day. Because the traffic is
not targeted, let's assume that Bob is still a stellar salesman
and his site is able to convert 1 in 500 visitors (1:500). Let's
say our Bob makes $100 every time he makes a sale for our math
project. Cha ching! Bob has $100 smackers.
But let's say our Bob has been blogging his brains out every
day and has the same 500 people coming in off of 10 different,
very specific listings, laser targeted to sell his product. Our
conversion rate is naturally going to go up, because now Bob has
changed his traffic and has many more potential buyers. Now our
Bob is rocking, because with the same amount of daily blogging,
and the same amount of traffic, Bob is now converting an average
of 1:100. So now one out of every 100 visitors to Bob's blog is
now a customer. Bob is making more money. Remember, Bob makes
$100 smackers for every sale, so Bob's bottom line has now gone
thru the roof. Bob has $500 smackers now. And Bob is much
happier.
But it doesn't stop there. Bob also has more in other realms.
Bob now has a larger client base, and a much better return
customer base if he takes care of his customers. Bob also runs a
newsletter from his site, so Bob signs a lot of people up that
are interested in his products and come to the site based on the
specific items he sells. Though he didn't sell them this time,
he now has a way to contact them with more items, which he
already knows they like, and gets yet another opportunity to
sell them.
See how this keeps building traffic, all from the same effort,
and the same 500 visitors per day.
So hone your blogs, target your blog posts. Know who your users
are and what you sell. If you blog about the products you offer
and talk to your users, you'll win bigger in the long run.
Chuck Crawford is an established e-biz
expert. Founder and CEO of Crawford Business Development L.L.C., & helping countless people achieve online success spanning his
13 yr career. Clients include fortune 500 firms & personal
startups. Visit http://businessblogs.us/ or call (559) 761-0910.
