Many people believe if they went to all the trouble to build an attractive website and blog, people will just come. The truth is at least 150 million blogs exist globally and people publish over 430,000 blog posts daily. It isn’t enough to just have a blog – you need to stand out from the crowd.
If you aren’t getting readers, here are a few reasons why this might be happening and what you can do to change it.
You’re Not Creating a Relationship
If you only blog about yourself, your products, and your services you’re not creating a relationship with the reader. You must remember people look for value when they read blogs.
You want to attract the ideal customer who you hope will eventually buy from you. However, many businesses sling goods and services at visitors before they even know who you are.
Right now, readers want content that matters to them. Discuss their challenges, offer advice, or solve a problem. They’re new visitors and at the top of your sales funnel, not at the buying stage.
Some companies have a separate news blog where they introduce their amazing products and services, their great reviews and their rewards.
You Don’t Offer Value to Your Ideal Customer
Offering value to your ideal customer means you must create content that interests them. Your blog articles should address their needs and interests and answer their questions.
If you’ve done your research you know your buyer’s persona. For instance, if you offer massage services and know businesswomen between 30 and 45 years of age with families get massages most often, you can make an educated guess about what they might want to read.
For instance, you could write a blog post about how massage relieves stress and how little time it takes to experience the benefits. You could write a blog post about how to fit a massage into a busy schedule. If these women are young mothers, you could write about the benefits of massage on infants or children.
When you create valuable content, you create a destination the reader wants to revisit
You Don’t Write Well
Let’s face it – writing isn’t something everyone can do, never mind do well. Copywriting is an art and nothing repels a new reader quicker than boring or poor writing.
I’ve heard some people say that spelling, grammar, and punctuation shouldn’t matter if you have a strong message. Certainly, you can get your message across with poor writing skills, but what does that say about you and your business? Will a reader buy something from you if don’t bother with something as simple as a spell or grammar check?
Fortunately, you can still publish a blog if you have great ideas. You can outsource your ideas to a ghostwriter or hire an editor to polish your work. If you cannot afford either, at least have someone with decent language skills read it. A second set of eyes is an excellent way to catch errors.
Even if you’re trying to sell products and services that aren’t very exciting, it doesn’t mean your content should put readers to sleep. Find a unique angle and add your personal pizzazz. Engaging writing can make you stand out from your competitors. Throw in some humor or personal anecdotes and make it your own.
You want to help your readers, but you don’t want to sound like you’re reciting an encyclopedia. Use a conversational tone and speak to the reader as if they’re sitting on the sofa in your living room.
You Don’t Give Posts the Attention They Deserve
Many business owners start a blog with the best intentions, but their enthusiasm fades. They might start with frequent, dynamite copy, attract subscribers, and then their posts dwindle or lack quality.
Nurturing your relationship with potential customers means you need to publish frequently and consistently. Yes it is work, but it also offers enormous rewards when you do it properly. It also gets easier when you do it often.
Statistics show posting frequently and regularly provides incredible rewards. A study of 7,000 businesses found:
- Businesses that post 15 or more times each month get 5 times more traffic than businesses without a blog
- Just increasing blog frequency from 3 – 5 times per month to 6 – 8 times per month doubles leads
One of the best ways to stick to blogging is by using an editorial calendar. WordPress offers a free plugin that allows you to jot your ideas into a particular day. You can see what you’ve posted and what you want to write about next.
You might have a busy schedule, but commit to at least one article per week. As you master the process, increase the frequency. Remember, you need to increase frequency to nab more subscribers.
You Don’t Grab Their Email Address
Getting someone to read your blog is always a good thing, but getting them to come back is more important. If you don’t snag an email address as soon as possible, you have no way to contact your new readers. If you have their email address, you can send them a notification via email whenever you offer a new post and nurture your relationship for sales.
You can add an RSS feed link to your blog which adds new content to a person’s reader when they link to it. However, you won’t get their valuable email address this way and they have to check their RSS reader to view your new content.
This is why it is very important to add an opt-in form to your blog posts. Make it big and bold so the reader can’t miss it. If they like what you have to say, the opt-in box improves the chances they’ll become a subscriber. Also add a “subscribe to our blog” check box on your landing pages. Readers often want to know more about you before they buy.
Building a blog following takes time and patience, and the results depend on you. Establish a solid plan, stick to it, and always provide value. You can gain visibility by sharing your blog on your social media platforms and in emails.
Don’t worry about statistics for at least the first six months. Traction from your blog should pick up by then and you will start to see an increase in your overall traffic.