I love content marketing. I really do. Giving my readers tips, tools, advice. Building relationships.
But will your blog readers leave if you try to sell to them?
Not if you make your offers in the right place and at the right time.
So how do you move people from eager consumers of your free content to customers?
Not long ago I talked about one way to make money from your blog: by repurposing, packaging and selling your content in the form of an information product.
But you can do more, simply by leading the readers who are already fans to take the next logical step.
Do you make it easy for your readers to purchase services and products from you? You know, the ones you offer day in and day out—on your website and in other marketing venues?
Does your blog content point them in the right direction? Do they even know what you sell?
"Of course they do!" you say.
Really?
Put yourself in your reader's shoes. She is busy. She skims and scans your post to see if there's anything of value there. And most days she has way too much on her mind.
Your readers need some direction. A little focus.
You can help them see not only how good you are at what you do, but how you can help them. And you can do it in a way that doesn't scream, "Buy! Buy!"
Because that's just gross.
6 ways to sell your stuff on your blog
1. Make it easy to find. The more visible your offerings are, the more likely a reader will click through. My friend Jay, a marketing pro, has a large "Work with Jay Ehret" graphic in his right sidebar with a hyperlink to his services. I have my major services— blog coaching and blog critiques— in my top navigation bar. Don't make them hunt for it because they won't.
2. Tie it into your posts. When you are writing on a subject and it fits, link to a service you provide that your readers can purchase. For example, if you are a realtor specializing in relocating seniors and you have published a post with downsizing advice, at the end, offer your free downsizing booklet with more tips when they schedule an in-home appointment.
3. Mine your comments. You'll get ideas for new products and services that can turn your readers into customers. One comment might lead you to write a new ebook. Another might motivate you to create that perfect service that solves a real problem.
4. Offer occasional special deals. If you talk about a certain topic, offer a special promotion just for your readers. They'll feel appreciated and you just might hit someone at exactly the right time. Again, tie it to the topic of your post if you can. For example, a business coach writing a post on how to get the most from a Mastermind group might offer a special rate on her next 8-week group Mastermind series.
5. Consider creating add-on products. Maybe you can turn that ebook that's selling so well into an audio version to reach people who commute a lot or who retain information better when they hear it. Getting your information product translated into other language can also boost your sales.
6. Carefully consider affiliate products. If you already use a product or service and can stand behind it—and if it fits your niche audience, place a couple of non-instrusive affiliate ads. Be sure, though that you identify them as trusted affiliate partners so readers know you hold them in high regard. And you are making a few buck from each sale. Just be careful with placement, so they don't overpower your site and turn it into one large billboard.
Have you thought about making your blog more of a direct sales tool? Do you already sell on your blog? Let us know in the comments.
Oh, I almost forgot. Two more things. I'm going to be in Portland, OR this weekend. Excited to be a featured presenter at the Biznik Lunch and Learn on Friday, September17th! I'll be talking about six ways to fix a boring blog post headline. From there it's on to WordCamp Portland.
And, I'd love to see you over at my CatsEyeWriter page on Facebook. I'll be sharing good advice and content there, too, so click on that "like" button—but only if you'd like.
