Hopefully, you’re beginning to realize that blogging can be a valuable marketing tool, but you probably want to know exactly how your blog turns online visitors into clients. We heard your questions, and we prepared this series of articles to help you better understand how the process should work.
In our first article of this series, we outlined the first two steps in the process. In this second part of the article, we’ll delve deeper into the blogging process and give you more information on how to turn blog readers into clients.
Step Three: Take advantage of the buying cycle.
The buying cycle begins when a consumer realized he needs something. He will research his questions online, find possible solutions, narrow them down to the one that appeals to him most, and then make a purchase. Keep that cycle in mind when you create your content. If your blog answers the questions your target demographic is asking, you will instill confidence in your services and inspire feelings of loyalty. Grab their attention early in the buying cycle, and you won’t have to fight so hard for it later.
Step Four: Keep it short and simple.
Your audience is looking for concise, to-the-point answers to their questions about financial planning and retirement. They don’t have the time or attention span to read through 1,500 words on annuities, retirement funds, or life insurance. Keep the average reader in mind when you write your blogs, remembering that not everyone finds financial information to be all that fascinating!
Write blogs between 300 and 400 words, and use bullet points or bold headings so that your readers can easily locate the information they need. Remember that the goal is not to provide all of the answers for them. You’re providing enough information that they will feel inspired to make contact with you.
Step Five: Make an emotional impact.
Even when they begin the buying process in a logical state of mind, most consumers make emotional decisions about how to spend their money. Remember this principle when you write your blogs. Most people are more inclined to make a purchase when they are feeling positive emotions, and when they are attached to a person or business. Gradually build a rapport with your readers, and they will choose you over your competition.
If you’ve followed steps one through five, you’re creating the right kind of content for your audience. For more helpful tips on converting your readers into clients, check out our final blog in this series.