When it comes to content, there’s no substitute for smart targeting. Every piece of content you publish on your blog needs to be written with a specific audience in mind. If that targeted audience isn’t part of your blogging strategy, you’re likely to end up with a blog that isn’t directed toward anybody in particular—which means that it won’t be very useful for your business.
If your business’ blog is failing to deliver the tangible results you’re looking for, the first question you should be asking is whether you’ve failed to identify and target a real audience for your content. It isn’t always easy to tell, of course, how well your blog is working. Even successful blogs don’t necessarily get a lot of direct feedback from readers. Fortunately, there are some effective ways to discern whether you’re connecting with your readers.
These are some signs that your blog isn’t being effectively targeted to the audience you’re trying to reach:
Your blog’s traffic isn’t growing.
It may sound obvious, but a static level of readership is the surest indication that your blog isn’t reaching your potential customers. New readers are a sign of a successful blog; if you’re not getting a significant amount of them every month, it means that you’ll be struggling to hold on to your existing audience rather than expanding it. If your blog’s traffic is holding steady month after month, it’s time to start asking why you’re failing to attract the new and dynamic audience your business deserves.
Your blog isn’t generating enough conversions.
What’s the purpose of your blog? For most businesses, it’s to give people a reason to visit their websites and learn about their products and services. Ultimately, the goal of your blog should be to put your site’s visitors on the path to a sale. If your traffic to conversion ratio is below 3-4%, however, it’s a sign that your blog isn’t doing its job. What’s the solution? Start targeting your audience more accurately, so you can start reaching visitors who are most likely to become your customers.
Your post topics are too broad.
While the content you publish on your blog does need to be engaging and accessible, it’s important to make sure that you aren’t aiming for so wide an audience that your posts don’t target any specific interests that your readers might have. If you have a dental blog, for example, your posts shouldn’t all be about the importance of visiting the dentist—you should write about more specific subjects, such as Invisalign, laser dentistry, or wisdom teeth removal. Narrowing your target audience will help you make your blog more unique, more interesting, and more appealing to the readers you really want to reach.
If you aren’t already sharing your posts on Facebook, LinkedIn, and other social media platforms, then it’s time to start. These venues provide you with an invaluable opportunity to reach new customers, build your brand, and establish your business’ credibility. If the majority of your posts aren’t getting any likes or shares, however, it’s a strong indicator that you’re not making them interesting to your followers. The more traction your posts get on social media, the more useful they will be for your business.
You can’t describe your readers.
Take a moment and try to describe a typical reader of your blog. How old is this person? Do they own a house? What is their approximate household income? What social media platforms are they most likely to use? If you’re stumped for a plausible answer to any of these questions, then it’s time to start building some customer profiles. The more information you have about the people who are most likely to be interested in your products or services, the better equipped you will be to create topics and write content that will attract their attention.
You can’t identify your audience’s wants.
Most of your readers won’t end up at your blog because they’re randomly browsing, but because they’re looking for something. Whether it’s new furniture, a lawyer, or a dental cleaning, most of your site’s visitors have a specific need. Keeping those likely motivations in mind can help you develop topics that will be relevant to your future customers.
Do you want to target your blog’s audience more effectively? When you team with Pennington Creative, our content experts will craft a marketing strategy to help you reach your audience. With our sharp, well-researched blog posts on your side, you’ll be well-equipped to get the results you want. If you’re ready to get started, contact us today through our website.