Increase Blog Traffic? Here is why you are not Generating Enough Views or Leads

June 25, 2021
Increase Blog Traffic

Want to Increase Blog Traffic? Gaining traffic might benefit an individual with awareness, but when that traffic fails to generate leads, something is not right. Driving traffic and generating revenue is not necessarily the same thing. But if you play your cards right, these concepts will imbricate each other, but often companies struggle with disconnect. People might click on a blog post but bounce back without taking an action. Often these disconnect boils down to a failure to meet the expectation of clients. There is something that just is not clicking in the process, whether it is reading a blog post to signing up for a newsletter, webinar, or a free trial. Here are some of the points why the content that drives less traffic is not generating enough views or leads –

Your content is not consistent with your audience | Increase Blog Traffic

When you sit down to write a blog post for a website, you should first outline accurately what your goals are for this piece. The essence of the content strategy needs to be about building relationships with the right people, those most likely to become the customers. As such you must know who you are dealing with and create content that can resonate with this group. With this in mind, it is a good idea that you revisit a marketing concept. Creating these fictional personas based on the real behavior and demographics may acquiesce the marketers to push out a targeted content at different stages of the buyer journey and increases the blog traffic to the site.

To know more about the target audience, you can head over to Google Analytics to learn more about the people who visit your website. You can search this data in the audience demographics report. As your goal is to develop a clear picture of the various factors that can drive them to make a decision. Your sight may emphasize articles about increasing Instagram engagement, analyzing social media campaigns, and maybe some video tutorials. You may even use a heat mapping tool to see where people click most often, or a video recording that can benefit users move through the website.

You are not leading users to the right place

If you have read a marketing blog before, you have likely heard of the conversion funnel or the buyer’s journey more times than you can count upon.

The reason for this? They are a crucial piece of the puzzle and will keep you from churning out the content that gets lots of eyeballs but fails to capture the lead. As, when you create a sales funnel, you are necessarily creating a map that represents your ideal path. It is very crucial to understand that each journey starts from a different path, and those paths might not match what you had in mind. Some might come by the way of social media, others from pay-per-click, and others still from a Google search. Map out these engagement paths optically and try to come up with as many of these scenarios as possible. Along with these various paths, there should be several different asks, each relating to where your audience is within the buying cycle.

If you have a persona that centralizes content and it matches the stage in the funnel. Then this problem might be the way you are presenting your offers. Make sure that there is enough convenience to convert. This convenience may include the things such as newsletter signups, and downloads as well as call-to-action (CTAs). Conduct a quick audit of all the web pages and make sure that each web page makes some kind of “ask”. If you find that each page previously has a CTA, the next thing to acknowledge is the presentation.

CTAs should stand out against the rest of the content – add an accent color, make the font larger, and make sure it is accessible that the links are clickable. The CTA should mention – or at least connect to the lead magnet you are trying to get someone to convert on. If the goal is to compute a case study, you could say “case study” in the CTA.

The engagement path is not relevant to the initial entry point

Often, a brand’s idea of its user’s engagement paths does not follow the experienceConsider where you want the reader to end up first, and then look at the steps it takes to get there. Then look at the original intent – what potency has driven someone to click on a particular article? For example, if they read an article about content marketing strategies, are pushing them to a landing page for something highly relevant like a content planning template? Or, are you acquaint them with a general marketing guide? The former example gives the users something that matches buying intent. While the latter feels like an attempt to congregate that person’s information. Pushing the generic content toward users searching specific information creates that disconnect we mentioned above.

The content you are promoting does not match the user’s stage in the buyer’s journey

Every business has an exclusive buyer’s journey. No matter what your company does, this process accredits the process from going from stranger to the customer. With that in mind, you should approach each stage a bit individually. Your content is a place for you to provide value. But each group will have a different definition of what the value means to them.

For example, if someone reading an article about the top 10 social media marketing tools would be more likely to sign up for a free trial of social media analytics software than someone conception an article about how to get more Instagram followers. Then the persona looking for Instagram followers is higher up in the sale funnel. So you want to push them to a free guide or webinar on how to grow their follower count.

Final Thought

High traffic and low conversion signal a discrepancy somewhere along the way. So, if you are dealing with this issue, then you can review the tips above and start making those tweaks. Ultimately, initiating a clear, persuasive engagement path, personalized to customers at each stage of the buyer’s journey, can both boost the conversion rates and build better customer relationships and thus increase the blog traffic to the site.

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By Andrew

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