Selling online is complicated for most entrepreneurs, not just for those who start. But, it is quite possible to sell without selling only disseminating quality content. I'm not stating the obvious by saying that it is enough to write blog articles to grow your sales. I will introduce a content marketing method that really works and allows you to develop a list of prospects and sell products only publishing the content!
The problems faced by most bloggers.
The problems faced by most bloggers.
I met a lot of entrepreneurs who were trying to sell via a blog and I often find that some problems are recurrent. First of all, for them are bloggers! In most cases it is not. These are entrepreneurs who, for the moment, do not have a blog as a distribution channel. Their blog is both showcase their site, their e-commerce website, resume and also acts as a landing page etc.
A blog can help you attract traffic, make yourself known, to grow your prospect list and sell products. But you should not stop there. Again this is only the media and promotion channel. Or is the problem there? There are many but the main concern is to be locked in a box in which it is difficult to get out namely blogger is equal to give lessons. Specifically, in the eyes of many people, the blogger is a little high school teacher or business school. We say it is good to give advice but this one is only prof therefore able to apply his own advice! Finally, we listen but do not take more seriously than that.
Why this digression? Simply because the words chosen and the image you have is key to selling online. Your potential customers want to buy a product to an expert, we must show them that you are.
What type of content published to sell?
Already, I give you a thousand, there is content that does not allow you to sell. I'm not saying it will not allow you to monetize a bit but it will not help you sell products or services:
the polemical articles
News articles
the rants
Free criticism (unfounded)
humorous items
Content that sells must meet a specific structure. This structure is vital because if you do not apply you will not make conversion (leads and sales). Regardless of the format, video, or audio section, the structure is critical. If you want to use your content to build your prospect list and sell products, you must do the following:
identify a recurring problem with your prospects
choose the most appropriate format to address this topic
explain the problem and its consequences
explain why the solution applied by the largest number does not work
introduce the basics of your solution
proposing to go further with a call to action
In short, content that sells is made just the same way as a sales pitch. The grip must be strong enough to arouse curiosity of the user. The content must allow the user to view and should provide interesting information for you to be quite credible as an expert on a subject. Caution still not to give too much! If the user has solved his problem by reading your article, why would he go to buy a product? Finally, the proposal for more to be the only to solve the problems of the Internet at a time T.
Here are the types of content that will work best for sale online:
tutorials
bulleted list
myths about a specific topic
against truth
Customer Case Study
How to format the content to sell?
For sale with content marketing, you must come to collect information about users and you must be able to move them to action. It is therefore vital to include a capture form email on your page. Attention, the location and contents of the form are decisive. You must insert a form that is 100% consistent with the content of your article or video. So, needless to insert a general form that you place anywhere on your site.
In most cases, I try to create a form dedicated to each of my articles. It only takes a few minutes and it can significantly improve conversion rates. Basically, if I publish an article or video related to the increase in CTR by email, my form will offer to register to receive content related to email marketing strategies.
Regarding the call to Action button, I advise you to use in the middle or at the end of the article. Prefer an explicit banner rather than a single button. Thus, if users have enjoyed your article, they will click on your button to go to the overview page of your product. I suggest you show them the product immediately, not just a landing page. It is now they are hot, they should be able to buy the product immediately!
An example of a banner that I use and that gives me very good conversion rate. I put this banner at the end of my articles.
email marketing
Or distribute the content?
Stream content on your blog is interesting, but not enough. Even if your blog has a good SEO is vital to inform you elsewhere. In short, the more you are visible and better. That said, you do not have to create new content. Simply recycle existing content. For example you can convert your articles podcast, in video, slide in e-book, computer graphics etc.
Multiplying formats and distribution platforms will allow you to almost touch twice as many Internet users.
A blog can help you attract traffic, make yourself known, to grow your prospect list and sell products. But you should not stop there. Again this is only the media and promotion channel. Or is the problem there? There are many but the main concern is to be locked in a box in which it is difficult to get out namely blogger is equal to give lessons. Specifically, in the eyes of many people, the blogger is a little high school teacher or business school. We say it is good to give advice but this one is only prof therefore able to apply his own advice! Finally, we listen but do not take more seriously than that.
Why this digression? Simply because the words chosen and the image you have is key to selling online. Your potential customers want to buy a product to an expert, we must show them that you are.
What type of content published to sell?
Already, I give you a thousand, there is content that does not allow you to sell. I'm not saying it will not allow you to monetize a bit but it will not help you sell products or services:
the polemical articles
News articles
the rants
Free criticism (unfounded)
humorous items
Content that sells must meet a specific structure. This structure is vital because if you do not apply you will not make conversion (leads and sales). Regardless of the format, video, or audio section, the structure is critical. If you want to use your content to build your prospect list and sell products, you must do the following:
identify a recurring problem with your prospects
choose the most appropriate format to address this topic
explain the problem and its consequences
explain why the solution applied by the largest number does not work
introduce the basics of your solution
proposing to go further with a call to action
In short, content that sells is made just the same way as a sales pitch. The grip must be strong enough to arouse curiosity of the user. The content must allow the user to view and should provide interesting information for you to be quite credible as an expert on a subject. Caution still not to give too much! If the user has solved his problem by reading your article, why would he go to buy a product? Finally, the proposal for more to be the only to solve the problems of the Internet at a time T.
Here are the types of content that will work best for sale online:
tutorials
bulleted list
myths about a specific topic
against truth
Customer Case Study
How to format the content to sell?
For sale with content marketing, you must come to collect information about users and you must be able to move them to action. It is therefore vital to include a capture form email on your page. Attention, the location and contents of the form are decisive. You must insert a form that is 100% consistent with the content of your article or video. So, needless to insert a general form that you place anywhere on your site.
In most cases, I try to create a form dedicated to each of my articles. It only takes a few minutes and it can significantly improve conversion rates. Basically, if I publish an article or video related to the increase in CTR by email, my form will offer to register to receive content related to email marketing strategies.
Regarding the call to Action button, I advise you to use in the middle or at the end of the article. Prefer an explicit banner rather than a single button. Thus, if users have enjoyed your article, they will click on your button to go to the overview page of your product. I suggest you show them the product immediately, not just a landing page. It is now they are hot, they should be able to buy the product immediately!
An example of a banner that I use and that gives me very good conversion rate. I put this banner at the end of my articles.
email marketing
Or distribute the content?
Stream content on your blog is interesting, but not enough. Even if your blog has a good SEO is vital to inform you elsewhere. In short, the more you are visible and better. That said, you do not have to create new content. Simply recycle existing content. For example you can convert your articles podcast, in video, slide in e-book, computer graphics etc.
Multiplying formats and distribution platforms will allow you to almost touch twice as many Internet users.
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