As we sit at home and wait for our businesses to recuperate, now is the perfect time to plan out your business’s next moves. A lot of you might be producing content to promote your product/service. But are you effectively creating the content that will draw in customers?
I’m talking about your website. Does your website create the content that your customers will find when they are looking for the service you provide on Google? Most of the time, I’ve found that businesses create blog posts just to create blog posts.
There’s no end goal in mind and most businesses don’t realize that the content they create can be utilized to draw in more customers.
**Why Creating Content is So Important for Your Business**
There are several ways that you can acquire customers for your business. You can go the traditional sales route and call potential clients while following a script. Or you can build an inbound channel that passively brings in leads every month.
That’s why creating content is so important. Building an inbound channel that passively brings in leads requires content. Lots of high-quality, customer-targeted content.
When your customers have questions that need to be answered and you answer them, not only are you now seen as an authority figure, but you’ve also proven that you can serve them, giving them an incentive to buy your product or use your service.
**How to Know What Questions Your Customers are Asking**
When we create content, we need to create it for a reason. Why are we creating the content that we are creating? What purpose does it serve?
The content you create should be the beginning of your funnel, answering a question that visitors have. From there, the content should strike an interest in the visitor’s mind, leading them to explore your site more and the services/products you offer.
In order to know what your customers are searching up, we need to do keyword research. The tools I would recommend are:
* Google Keyword Planner
* Answer the Public
These tools help us research keywords that people are searching up on Google. Basically, we can figure out what people are asking, how many people are asking that question, and questions related to what they’re asking.
To start figuring out what our customers are asking, we need to compile a list of our competitors and a list of themes related to our industry.
For themes, pick relevant topics surrounding your industry. For example, if you own a pressure washing business, you might have the following topics:
* Gutter Cleaning
* Window Cleaning
* Glass Scratch Removal
* Roof Cleaning
Four topics is more than enough to create content that sufficiently answers your customer’s questions. Through Keyword Planner, Ahrefs, and SpyFu, we can find questions and topics related to the four topics presented above.
If you have the budget, I HIGHLY recommend getting Ahrefs. They offer some of the best keyword research tools that I’ve ever seen and it gives you a serious advantage over your competitors if you use it right.
You can get their basic plan for $99/month or you can get a $7 one-week trial which is more than enough time to get enough keyword research done.
Answer the Public and LSIGraph are used to find related keywords to the keywords we find through Ahrefs, SpyFu, and Keyword Planner. These two tools help us find some high-quality questions that your customers are asking, questions that we can answer.
**How to Find the Content Your Competitors Are Creating**
To get even more ideas on the content we should create, we can take a look at our competitors. Compile a list of 5-10 competitors in your area/industry and plug them into Keyword Planner and Ahrefs.
While Keyword Planner will give you keyword ideas based off your competitor’s content, Ahrefs will actually tell you the keywords they’re ranking for, their rank, and the difficulty of the keyword.
This makes it incredibly useful to use in situations where we want to outrank our competitors so through Ahrefs, we can find keywords that our competitors aren’t ranking well for and create even better content than our competitors.
**How to Create Better Content**
So now that we have a list of keywords that we know our customers are searching up, we now need to create content for the keywords. But how do we get on the first page of Google? Some might tell you “just create better content.”
Yes, that’s one part of the formula. But you also have to take into account linkbuilding and on-site SEO. Content is not king, not without links and an optimized website.
Now, I have found keywords which I’ve ranked solely through content. But these pieces of content took ages to rank and I was targeting keywords with a difficulty of virtually 0 on a scale of 0-100. Furthermore, most of these keywords have had a volume of 150 searches per month, max.
Our goal here is to create better content than the rankings above us and in order to do so, we need to outperform them in every aspect.
Great content not only answers the searcher’s question, but any other questions they might have. To find the other questions that people are searching up, you can use Google’s related search queries on the footer of each search page or you can use a tool like LSIGraph to find which searches are semantically related to your main keyword.
Easy readability, consistent image usage between your content, infographics, and a strong silo structure all contribute to a better piece of content than what your competitors are writing for that keyword.
But how do we get started? Here’s a to-do list of what you need to do once you’ve determined which keyword you’re going to target first:
* Take a look at the search results for that keyword. What are the top pages writing? Look for a common theme. Are they all writing “best of” lists or are they writing informational pieces? How can you outperform them?
* Do not fluff up your content. Be direct and fulfill the user’s search intent. Then, answer any questions they might also have related to their query.
* Add any useful information that can be presented in a way other than through words. (e.g. images, infographics, videos, etc.)
* Link to any other related pieces of content on your website and likewise, have relevant pieces of content link back to your piece of content within the site.
* Optimize each header tag, the meta description, and title tag with keyword-related content. Some type of CTA should be added in the title tag to attract more visitors.
If you follow these steps, you’ll have generated a piece of content that is worthy of being linked to by other websites. But not only that, your initial ranking will also be stronger when Google puts you in their search results.
Of course, links won’t build themselves which is why I highly recommend you reach out to other websites and give them a reason to link back to your post. There are several linkbuilding strategies out there that you can choose from. A few to list are:
* The Skyscraper Technique
* Broken Link Reparation
* Link Exchange
**How to Get the Customer**
This is probably the hardest part. Chances are, most visitors are going to bounce after reading your post. A small percentage will check out your website and see what you have to say, but only a few visitors will reach out to you, looking to use your product/service.
To interest as many readers as possible, you need to add CTAs throughout your content. Convince them as to why your service/product is the best out of the ones offered in your post.
For instance, if my service is selling custom trips to the Maldives and I create a piece on the best spots to visit in the Maldives during the summer, I might plug a paragraph mentioning how my travel service offers a full tour of the islands with scuba diving included.
While you’re not directly asking the customer to try out your product/service, you are explaining why your service/product should be on their radar. At the end of the content, you can try to directly sell to your visitor, telling them that if they enjoyed the read to check out what you have to offer.
Don’t expect conversions to be extremely high. Out of 100 visitors to your piece of content, you might find 3-4 people who are interested in your service/product. But that’s only one piece of content.
Turning your blog posts into a customer acquisition channel takes time to scale and as you start to create more content, you’ll find that those 3-4 people interested will soon turn into 6-7; and from 6-7 to 11-12 and so on.
Once you scale up your blog with enough valuable content that visitors want to read, you’ll start to see a steady flow of potential clients ready to start working with you. But from there, it’s not over.
Keeping your blog as a customer acquisition channel takes time and effort. That means you’re going to need to spend time creating content and building links always. A few hours out of the week every week should be enough to see results but this isn’t a fast game. Remember. Scaling your blog into an acquisition channel takes time.
I hope you enjoyed my guide to using your blog to find customers. Seeing as we’re all stuck in our homes, it’s the perfect time to start planning our next steps for our businesses. This could be one way many of you scale your business in the coming years.
If you want me to take a look at the content you already have on your blog, feel free to reach out and I’ll give you some pointers. If you need any other digital marketing help, my inboxes are always open!
Again, don’t forget. Content takes time to rank and scale before you can start seeing customers flow into your inbox. It’s a patient game, but it’s one that pays off if you’re willing to put in the work.
Stay safe everyone and don’t forget to wash your hands!