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Growing a blog from scratch isn’t easy. It can feel overwhelming to compare your new blog with a well-established one. As intimidating as it may be, it is still important nowadays to have a business blog. The number of companies that have one is constantly growing, and at a fast pace. The reason for it is simple – our digital age a company blog with helpful, relevant content helps gain new customers and deepens the relationship with current ones. Furthermore, it helps build authority and credibility, and improves search engine results and SEO ranking to boot. One of the best ways to really grow your blog is to convert casual blog readers into social advocates and, in doing so, gain influence.
Without further ado, here are three steps to convert casual readers into social advocates for your blog.
First of all, it is essential to define the identity of the blog, who it is written for, what purpose it serves, and its voice. Once you have these, the content of the blog should obviously be aimed at your target audience(s). Hyper-targeted content is the goal, which means that the target reader and eventual customer should be very precisely defined. Content that is too generic attracts random people, which won’t bring results. In fact, in order to transform potential readers into social advocates, the content of the blog should relate to their pain points and make them feel connected and understood. Attracting the right readership to the blog greatly increases the chances of converting them into social advocates.
Once the targeting and the voice of the blog are defined, it is time to figure a way to get your readers actually involved with the life of your blog. Someone becomes a social advocate of a particular blog or website by sharing that very first post that speaks to them. But they won’t do it if you don’t ask them. Be explicit about it; ask them if they want to join the email list, if they want to share the content, or even just to leave a comment. Encourage them to get involved! Another way to have more activity on the blog is to use surveys and actually ask what the readers want, what their topics of interest are, the problems they are encountering, and then provide them with well-written content and advice that matters to them depending on the survey results.
Finally, once people are connecting with your blog and the number of advocates is rising, if at all possible try to reward the best readers. Highlighting them in blog content by mentioning them can create a strong bond. Sending thank you emails for insightful comments is also a great way to engage even more interaction with these “super-readers.” It makes even more sense when you know the Pareto Principle or 80-20 rule which states that 80% of your results come from 20% of your input – meaning in this case that 80% of blog returns come from 20% of the readers. This is why it is so important to connect with your social advocates in order to understand precisely who they are. By knowing who your best customers are, it is then that much easier to try to attract some more within the same profile.
Following these few tips about converting casual readers into true fans will create activity, drive interest, and help turn your blog into a powerful influence. Remember to remain as approachable as possible, and answer comments when appropriate. Doing all this will help to boost company credibility and boost business growth over time thanks to our connected world.
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