It’s always a nice feeling when you write. Whether for personal, academic, or any other reason, the catharsis that follows, especially for those looking to put on paper their thoughts and feelings—like a diary entry—is guaranteed to warrant another page or ten.

Having said that, there are more benefits to writing now. Since the advent of the Internet, web logging—or blogging—started out as a simple hobby. Now, it’s arguably a business necessity and an essential marketing tactic, one that could net you customers from a previously unconsidered pool.

There are reasons aplenty for you to start a company blog, with many benefits to boot. Aside from showcasing your expertise, you also get to communicate with your customers outside of your social media channels (although you can also consider your blog as a social media platform in the sense that you publish content in it and share them to the public through the medium).

When people, in turn, read your posts, what do you hope to accomplish? Inform and/or educate them? A perfect marketing strategy, but that’s just the beginning. Your endgame, as with any other transaction, is to make those leads your customers. But how, you ask? By doing the following.

What Can Convince Blog Readers to Become Customers

Writing Quality Content

Blogging isn’t for everyone as much as writing isn’t an appealing thought for everyone. Don’t take it as an alienating thought though. While great skill doesn’t necessarily guarantee solid content, it’s not like you can’t hone your techniques, specifically on language and research. Like training to craft a great copy for that winning deck, polishing your skills makes your post that much more powerful.

As much as the basic rules of writing apply, there’s a more fundamental concept underlying blogging: influence, and most, if not all, influential blogs are well-written. It’s like there’s a correlation, isn’t there? While studies have yet to prove that specific detail, there have been countless advice about choosing quality over quantity in many aspects of life. Add blogging to that list.

Why? Because high-quality work doesn’t just scream credibility, intellect, and authenticity. It also shows that you’re a force to be reckoned with and that your words are not mere 1s and 0s on the Internet. Your content is worth the time and effort readers invest into consuming your post.

What Can Convince Blog Readers to Become Customers

Evoking Emotions

Writing is one of the more basic media you can use to solicit strong feelings. It’s why best-selling novels are successful. A story, a rant, or even just general advice hinges on making readers feel a certain emotion and either pacifying or intensifying them.

That includes providing relief and comfort for giving ideas on how to solve your readers’ problems. One undeniable purpose of your blog is imparting insight, so they expect to walk away with something after the last punctuation mark. A solution is the best you could offer for their troubles, and when they get one, think how happy they become. That is one way you can romance your audience.

Blogs hold so much power if you know how to wield and use them properly. That capability to sway hearts—and eventually minds—is a resource often overlooked by people who post just for the sake of updating their sites. Consider how readers will accept your entries. If you can evoke more than one emotion in them and have them experience the proverbial rollercoaster ride, then you’ll have them hooked.

What Can Convince Blog Readers to Become Customers

Proving with Testimonials

Know how reviews have become the benchmarks people use for a purchase or first impressions? Basically, reviews—online or offline—have become social influences in readers’ cognitions, as per a 2014 study by Taiwanese professors Yi-Hsiu Cheng and Hui-Yi Ho. Using the same concept, you can turn your blog into a “freedom wall” of your achievements.

If past customers have praises for you and your service, put them on display. Wear them like your own badges of honor. They are pieces of bragging rights and proofs that you did something right and that people like what you’re doing.

If you’re already a big presence in the industry and have been affiliated with, worked with, or helped big names (like the most common brands for anything), embedding their logos in your blog could also be an immense help, assuming you work out all the legal matters. It shows that you have the skills and expertise to make a difference, adding more to your credibility.

What Can Convince Blog Readers to Become Customers

Denouement

Having your own audience, or subscribers, if you will, is great. It’s a show of support and can be encouraging. But you’re not stopping there, are you? If they stay as readers, they are an untouched resource you’ll want to reduce. Getting them to become your customer is the next logical step.

By being particular with your posts and making a few modifications in your website, you already have a much better chance of converting blog readers to customers. One last piece of insight: don’t write to merely sell. If you underestimate your audience and think you can get away with an overly promotional post, you’ll just be part of the white noise they’re tuning out. You don’t want that, do you?

Resources:

Hemley, Debbie. “26 Ways to Create Engaging Content.” Social Media Examiner. May 28, 2013. www.socialmediaexaminer.com/26-ways-to-create-engaging-content

Hume, Pat. “Breaking Through the White Noise of Content Marketing.” Business2Community. January 6, 2014. www.business2community.com/content-marketing/breaking-white-noise-content-marketing-0733087#7uEFI7LoCAhmF610.97

Nations, Daniel. “What Is Social Media? Explaining the Big Trend.” Lifewire. May 10, 2017. www.lifewire.com/what-is-social-media-explaining-the-big-trend-3486616

Patel, Neil. “A Simple yet Effective Way to Convert Blog Visitors into Customers.” NeilPatel.com. n.d. www.neilpatel.com/blog/a-simple-yet-effective-way-to-convert-blog-visitors-into-customers

Patel, Sujan. “11 Ways to Convert Blog Readers into Customers.” Content Marketing Institute. August 12, 2015. www.contentmarketinginstitute.com/2015/08/convert-blog-readers-customers

Vaughan, Pamela. “Want to Increase Your Blog’s Conversion Rates by 87%? Try Focusing on Keywords.” HubSpot. October 15, 2014. blog.hubspot.com/marketing/keyword-based-blog-conversion-optimization#sm.0001frknxr3k3dlkqq22lsqtd9h7a