Having a blog is a great way for your potential customers to get to know you and a great way for your existing customers to receive free information and updates. It is also a great way for your brand to sell and showcase different products and services.

In fact, the benefits of offering a blog seem to be infinite. It is a great tool for:

  • Collecting leads and driving sales
  • Building a relationship with your customers
  • Developing your brand as an authority
  • Building trust between your brand and customers
  • Increasing the perceived value of your brand
  • Gaining followers on social media

When it comes to writing a blog that sells or promotes your brand there are five different ways to go about it:

1. Content: this style of blog has a direct call to action (CTA) that either directs users to read another blog, click on a video link or sign up to a webinar. The goal with a content based strategy is to increase the points of contact with the brand.

Crafting a Content Blog that Converts:

To use this strategy effectively it is best to link your content to more valuable content. For example, customers may land on the blog post “How to Double Your Sales” and may be redirected at the end of the post to a mini e-course on the topic or something more detailed.

2. Lead Magnet: This is a gated offer that requires the input of an email address. This could include a blog post that requires users to input their details in order to receive a free ebook or benefit of some kind.

Crafting a Lead Magnet Blog that Converts:

In order to entice readers to input their email address to receive an offer, your initial blog post has to engage and offer value, but not too much value. The idea with this is that you want to peak their curiosity enough to get them to sign up for something bigger or more detailed. The free offer should have something to do with the blog content, however it could also offer something slightly different such as a different perspective or a more detailed approach to the same topic.

A good example here is offering a blog post about “The Basics of Facebook Advertising” and then linking them to an ebook or pdf file titled- “The Ultimate Handbook to Crafting Facebook Ads” that they have to input their email in order to collect.

3. Flash Sales: The goal of this type of blog is customer acquisition and converting customers who perhaps have been following the blog for a while but are yet to take an action. This is usually done by offering deeply discounted offers or different types of products or services.

Crafting a Flash Sales Blog that Converts:

This strategy is excellent to use if your brand offers some type of e-course, training program or product that is going to be promoted or on sale. To craft a converting blog post, simply give an introduction to the topic or product and then showcase that the item is on sale.

For example, say you have a blog post titled “100 Tips to Getting Your First 100 Subscribers” at the end of the post you could write something like – “Learn how to implement these tips in a step by step plan for just $12 (normally $56).”

4. High Ticket Offers: This strategy sends prospects to a sales page that has a higher ticket offer. The goal here is awareness and not direct sales. This is best used for blogs that are trying to promote goods and services that are perhaps pricey.

Crafting a High Ticket Offer Blog that Converts:

This type of strategy leads readers to a landing page or sign up page that offers a more premium or pricey product. The reason for this is it often works better to take customers to a landing page rather than trying to get them directly sign up for an expensive product or service.

For the best conversion opportunities, have the blog be relevant to the premium service. For example, say your premium service was a $1,000 subscription to a tool that will help you manage your calendar. The blog post could be about how time management can enhance your productivity or make you more money in the long run.

5. Membership Content: This strategy helps to entice readers to sign up in order to receive premium content. The goal with this strategy is not only awareness but also increased customer satisfaction.

Crafting a Membership Content Blog that Converts:

For this strategy to work it helps if you have a strong following of loyal readers. To promote your premium content, you could try a few different methods such as only offering half the post or a portion of the post for free, or offering a far more detailed explanation for the membership price. Some blogs also have success only allowing members to read three or more posts before they are redirected to a membership page.

Blogging is a great way to promote your business and to gain sales and leads.

Does your business have a blog?