Okay, it’s time to get strategic with blogging.
We know that blogging is super-duper important for your business. That’s how your audience learns about your business, your products and services, and the solutions you provide. Your blog content is often where you start building a relationship with your audience, what inspires your audience to sign up for your mailing list and eventually become a paying customer and raving fan. Read more about sales funnels and how your blog fits in.
But what do you actually write to make that happen? How do you blog about your products and services without just droning on about features and benefits? What kinds of posts take your readers from simply curious to “OMG, where do I sign up?!”
Here Are 5 Types of Blog Posts That Inspire Readers to Buy
#1: The Case Study
What it is: How your products/services have helped other people
Why it works: Provides social proof that your stuff WORKS
The case study spotlights customers and clients who experienced amazing results from your services. This could be an interview, a guest post, an article written about them, or any other post that shows the amazing results your customer achieved. This type of post can also be a win-win if the client has a business to promote because you get an advocate for your business, and you can promote hers in return!
#2: The Q & A
What it is: Answers questions your audience might have about working with you
Why it works: Addresses potential objections to working with you
You probably have at least a few visitors who have read a few of your posts, maybe signed up for your list, and have looked over your sales page a few times. So why haven’t they hit the “buy” button?
One reason might be that they have questions that your posts and sales pages didn’t answer. Now’s the time to address those in a blog post! It doesn’t have to be FAQ style (though you might want to make an FAQ on your sales pages, just sayin’).
For example, price is a common sticking point for a lot of would-be clients. I once saw a business coach publish a post called something like “How to Afford Anything You Want,” and it was all about manifesting money to invest in yourself.
Think of the obstacles that might prevent a client from working with you. Are they queasy about the price? Not sure they’ll get the results they want? Pay attention to any questions or concerns you’ve heard from your audience. If you’re in Facebook groups, ask someone to look over your sales pages and let you know what questions they have.
Once you’ve got an idea of what’s stopping your audience from buying, you can address those issues.
#3: The story post
What it is: Tell the story of your business and how you came to do what you do.
Why it works: It connects readers with you as a person and the story of your business.
If you’ve ever bought anything online (a service, an ecourse, a handmade item), there’s a good chance you read some blog posts and looked at that person’s about page.
You wanted to see who they are and how they can help you. I learned this when I was selling my art. The people who bought my art were often people who already knew me, who read my blog, or who followed me on social media. They had an idea of where my inspiration came from, which connected them with my art.
If you provide a service, your story explains how you came to know what you know. It gives you credibility and shows that you’re a real human being, not just some online marketer in a power suit with shoulder pads. (If power suits and shoulder pads are your thing, that’s cool too!)
Telling your story shows the reader how your methods worked for you, and therefore how they can work for THEM.
#4: The solution post
What it is: Offer actionable solutions to a problem your reader is having
Why it works: This post positions you as the expert and gives your readers a look at how awesome you are at what you do.
When you solve a problem for them in your free content (this goes for optin offers too), they’re more likely to think “Wow, if the free stuff is this great, I wonder what the paid stuff is like!”
#5: The Showcase
What it is: Educate your audience about your products and services
Why it works: Gives them a good look at what you’re offering and helps them decide whether it’s right for them.
If you make handmade purses, show your process. Demonstrate how sturdy and long-lasting they are. Open them up and show how many pockets they have inside.
What EVERY post needs to build your business:
A call to action.
Include an invitation of some sort at the end of EVERY. SINGLE. POST.
Tell your audience where they can go next to continue building your business relationship, either by taking the next step in working with you or continuing to receive your awesome content.
Examples of calls to action:
You can invite your audience to…
- comment or share the post on social media
- sign up for your optin freebie
- follow you on social media
- view your sales page for your product or service
- sign up for your webinar/free coaching call/upcoming event of some kind
- email you with questions
These are just a few ideas!
I know there’s a ton to remember when you’re crafting blog posts for your business. So I made you this handy-dandy blog checklist to help you keep track of everything you need to make your posts helpful, readable, and effective in your business!