Unlocking the Power Of Problem-Aware Prospects on Your Blog
By Tom Seest
At WebsiteBloggers, we help website bloggers develop strategies to create content, traffic, and revenue from website blogs based on our experiences and experimentation.
Without hyperlinks, the internet would never have become what it is today, fantasy football wouldn’t exist, and job hunting wouldn’t be so straightforward. Additionally, inbound marketing wouldn’t be nearly as powerful without links as well.
At this stage, your prospects are aware that they have an issue or desire something better and are beginning to research solutions. A solution-aware copy can push them deeper down the funnel toward becoming product-aware.
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Your prospects experience a buying journey that encompasses not realizing they have a problem, becoming aware of it, realizing they require a solution, and eventually buying your product. Your job as an organization should be to guide them along this journey by providing content relevant to each stage of awareness.
People in this stage are already aware of a problem and understand its existence, yet it may be uncertain whether your product can help solve it. Therefore, providing articles detailing how your product can provide relief is key – as is focusing on pain, solution, and benefits as key aspects.
Target this type of audience on your blog through content such as how-to guides, customer case studies, and product comparisons. Additionally, product and service pages typically receive more targeted SEO keywords for targeting this specific demographic.
Once your prospect becomes solution-aware, they will start researching ways to solve their issue or reach their desired goal. Once this step has taken place, they may develop a list of potential solutions that they are considering; your role as a marketer is then to connect their desire with one or more products or services offered by your organization – this is often where marketers excel, and it’s wise to ensure consistency across channels when communicating.
An effective way to ensure that your solutions-oriented content reaches more prospects is to place it prominently within search results, like at the top. This way, they’re more likely to notice it and take immediate action on it.
At the end of the day, it’s crucial that your content matches up with its title and doesn’t veer too far off course from what was promised in your article title. Any deviation could create confusion for readers, who could end up mistrusting what your message promises them.
Use social media and paid advertising to target this demographic, sharing relevant content that resonates with them while offering them free trials or demos so they can experience your product before committing to buy.
Your blog articles should lead readers towards taking an action step, like subscribing to your newsletter subscription list, downloading a free trial, or ordering products – this is known as a Call-to-Action (CTA). A strong CTA can encourage people to take steps toward taking those next steps – but using ineffective triggers could result in them signing up or leaving without ever taking further steps. There are various triggers you could use, but those that promote emotional responses tend to work best. A sense of urgency or limited-time offers are great ways of motivating readers.
Your final step when writing a blog article should include a clear and compelling call-to-action (CTA). Preferably, this CTA should match up with what was discussed throughout your piece – for instance, if writing about how to select an ideal car for five members, your CTA could read “download our free compact car buying guide” at the end.
One form of call-to-action is providing a quick summary or conclusion that strengthens your thought leadership. For instance, a blog post on creating the ideal landing page might end with an invitation for visitors to download a case study detailing how this technique benefited one of their clients.
CTAs should be placed strategically throughout your blog posts, but for maximum impact, they should appear at the very end. This gives them maximum exposure and makes them more likely to be clicked upon and acted upon. CTAs should also be easy to click since most readers will use mobile devices to navigate your site; using large, clickable buttons may make your calls-to-action more noticeable on mobile devices.
As you create your call-to-action, it is essential to keep in mind your goals. Are you trying to gain more blog comments, increase email subscribers, or sell more products? Knowing these objectives will allow you to tailor the language and format of your CTA accordingly.
Crafting blog articles requires much time and energy. To ensure its success, each paragraph should be concise, with no unnecessary words added in.
Wordy articles can be difficult to read and may become disorienting quickly, making the writer appear unpolished and careless – particularly those containing technical terminology.
Writers wishing to compose concise articles must understand how to effectively utilize words – not in a sparse or casual fashion, but with each word carrying equal weight in terms of meaning and impact. Proper punctuation must also be employed, along with the use of commas between short sentences that relate.
An impressive vocabulary may demonstrate a writer’s knowledge and experience; however, its overuse can put readers off. Many find large volumes of words distracting and difficult to process when reading blog articles that contain many. Many readers would prefer an article written with an easier-to-digest format and style instead.
An effective inbound marketing blog article must communicate its points without compromising clarity and readability, engaging the reader throughout. Therefore, creating an intriguing introduction – or “lead” – is so essential.
A lead is the initial impression a reader will get of an inbound marketing blog article. It sets the scene and serves to draw them in, giving them an experience they will remember long after reading your piece and discovering more about your website or thought leadership. Furthermore, its material gives you more ways to promote the article across channels like social media, email marketing, and paid ads on your own website.
An unsuccessful lead can dissuade potential customers from your article and brand and waste both your time and resources invested in optimizing and promoting it. To avoid such mishaps, the best approach is to prepare before beginning writing: have an eye-catching title, a plan of attack, and a clear vision of how the article will unfold.
An effective blog article is an opportunity to connect with prospects during the Problem Aware stage and familiarize them with your brand while helping them understand how your products or services can address their pain point. But to make an impactful impression on prospective customers at this point, avoid writing infomercials that sound too much like an overt car sales pitch; rather, write helpful articles that demonstrate thought leadership and empathy with their problem, encouraging them to continue with service pages or lead generation content.
An effective blogging technique involves strategically placing internal links at the conclusion of each post, linking readers to relevant landing pages on your website for additional information or support while adding a natural extension to your post’s arguments and supporting its arguments without looking like spammy advertisements. Internal linking helps make content come alive!
One way to make blog content more relevant is to incorporate keywords throughout. Title, headings, and meta descriptions should all contain your chosen keyword(s). Also, using your chosen keywords as image alt text provides another effective SEO boost without overburdening your article with irrelevant words.
Blog articles should be reviewed and updated on an ongoing basis to keep them fresh and relevant and provide opportunities to promote them on social media platforms such as Twitter or Facebook. This can include tightening language usage, reviewing headers for SEO purposes, adding internal and external links, or tightening up language for readability purposes. By regularly revisiting and updating each post on your blog page, you’re creating an opportunity to keep the post current with its audience while giving yourself an opportunity to promote it via these channels as well.
Recent studies have shown that including emojis in your Facebook posts increases engagement with followers. Include one in your blog headline or body copy for added visual interest and more clicks.
Step four in making your blog posts relevant is including an effective Call-To-Action (CTA). A CTA may include anything from linking directly to your website to offering free consultation, download of relevant content, or other incentives – but most importantly, it should be short, clear, and relevant to the topic of the article itself – in addition to opening in a new browser tab to avoid readers leaving without following through with them.
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