Your blog can be a powerful tool to convert casual readers into paying customers. Here are 3 strategies we love to create blog posts for each stage of your reader’s journey on the road to doing business with you.
Identify each step of your reader’s journey
Think about all the little steps your blog reader takes on their journey towards their perfect photographer, wedding planner, florist, midwife or doula. Really try to put yourself in their shoes (How to create customer personas). Get nostalgic. Try to remember what it was like to be where they are now.
Think about the steps, for example, a newly pregnant woman goes through on her journey to find a midwife (Read about my personal search for a private midwife):
- Googles midwives in the area
- Talks to friends about their experience with midwives
- Reads online reviews about midwives on mum forums and websites
- Makes list of questions she has for potential midwives
- Makes checklist of qualities she wants in a midwife
- Checks what midwifery services her private health insurance will cover/not cover
- Goes to meet with a private midwife to get more information
All of these steps are where your blog posts are born! Support your readers with content tailored for them on every step of their journey.
Get visual: your reader journey as a graphic novel
Want a powerful way to really get in the mindset of your reader’s journey? Get visual! Start with defining a clear start and finish to your reader’s journey and draw out each step. Keep asking yourself, ‘What happens next?’ Think of it like you’re creating a graphic novel of your customer’s story, frame by frame. Use stick figures and speech bubbles to bring their journey to life.
Create blog posts for each stage of your sales funnel
Once you have a really clear picture of your reader journey, break down your content based on different pain points and passion points he or she might be feeling along your sales funnel (a.k.a. – the road to doing business with you!).
If you’re a celebrant, consider the emotions, obstacles and decisions a bride experiences before she chooses you to be her celebrant. Tailor your blog posts for each of her points of passion or pain.
We’d love to hear how you go with implementing any or all of these strategies to take your blog from ‘meh’ to mind blowing! Keep us posted.