In a face-to-face encounter with a prospective client, you have the luxury of being able to engage on a personal level; to qualify them in depth, and gauge their reactions to your sales pitch in real time. This is not the case with online marketing, thanks to the inherently impersonal nature of the internet. Overcoming the detachment of your prospects requires a different strategy; an approach that personalizes online interactions. You must speak directly to the needs of your prospect, in ways that clearly outline the benefits of doing business with you.
Doing this requires two things: that you know the purpose of the content you create, and that your content speaks directly to that purpose at all times.
Blogging for Engagement
Regular blogging is a great way to do this, putting your products and/or services in the spotlight relative to your competitors.
While your ultimate goal is to make a sale, the immediate goal of blogging is to educate and build your reputation as an expert. Your blog is the best tool you have to help overcome the natural tendency of visitors to your website to be skeptical of what you have to say. It’s also a wonderful way to give them a solid sense of who you are, and how you may be able to help them.
Of course, what you really hope for is that each visitor will act in a way that benefits both of you. They may be looking for additional information or to interact with you more directly. They be looking for links to other experts you recommend, or they may wish to make a purchase from you. whatever their goal may be, your business blog is one of the most powerful tools you have available for helping them, thereby scoring points in your favor.
Blogging for engagement is a means to an end; to entice your visitor into staying on-site, looking around and discovering what you have to offer. This is far more difficult than you may think since, according to the experts, you have just 3-6 seconds to make an impression before they click away and move on (Entrepreneur.com).
As important as the subjects of your blog posts will be, it’s also true that your titles and graphics will be critical for keeping your visitor’s interest. The proof of this is in the numbers. If you’re familiar with the 80/20 rule of business, then you won’t be surprised to learn that, while 80% of people will read your headline copy, on average, just 2 of 10 will continue to read the balance of your blog post (CopyBlogger.com).
Regardless of any immediate goal you may hope to achieve when you write a blog post, if you’re unable to keep your visitor’s attention, you’ll never realize it. Use images to catch their eye and titles to capture their imagination and interest. Finally, keep your content – and your headlines – benefits-based; always answering the question that is at the top of the mind for your visitors, “What’s in it for me?”