Let us assume that, rather than getting paid for your content or advertising around your content, you’re selling a product or service. Your blog then becomes a sales tool. Blogs can be great for building traffic; people are always searching for information on the Internet. If you provide them with the information they’re looking for, they’ll not only stop by and read it; they’ll subscribe to your blog and tell their friends about it. That doesn’t automatically mean they’ll purchase from you, however.
You need to change readers and browsers into customers. How do you accomplish this? Osborne recently wrote about five steps a blogger can take, after mastering the ten golden rules of blogging, to get readers to convert. Some of these also make sense if you’re focused on content and your goal is to boost traffic.
For example, the first step is to build your authority. Are you an expert? Make sure that your readers know it – not from you saying so, but from your sharing your knowledge. Is there one aspect of your field that you know better than anyone else? Write about it. Read about it, too, and link to other blogs in your industry that contain information useful to your readers.
Speaking of links, you can use them proactively to get your readers to convert. Osborne calls this following the “loop strategy” in your posts. Link your reader to the logical “next step.” If you’ve shown them interesting content, link to the next thing they’re likely to find of interest.
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