Staying Specific in Blog Marketing
“Including one, or a combination of certain aspects can generate higher opt-in,” Ryan Duss and Russ Hennesberg explain in the book Digital Marketing for Dummies. Those important aspects include:
- a promise
- an example
- a shortcut
- a solution
There’s a big caveat – these will work only if they are specific, the authors caution. Generic or clever titles, for example, generally decrease conversions, so it’s important to craft a clear promise. An example must also be specific, perhaps in the form of a case study, and the more specific you are in describing the shortcuts and solutions, the more engaging that content will be.
One way to keep it “real”, we agree at Say it For You, is to be specific. One concern business owners and practitioners express to me is that they don’t want to come across as boastful in their blog. At the same time, they need to convey the reasons prospects ought to choose them over their competition. This is where being specific comes in – let the facts do the boasting, I explain.
When Inc. Magazine interviewed the purchasing agents of several mega-corporations, asking how each preferred to sold to by suppliers and vendors, the responses supported the concept of specificity. Northrup Grumman executives actually said, “”Be as specific as possible when describing what you can do for us. Don’t be shy. If you have a capability, highlight that capability.”
Benefits consultant Mel Schlesinger tells salespeople the same thing. Instead of a generic opening (“I have an idea I want to roll by you”), he suggests agents switch to idea-specific ones (I have an idea that can help you reduce employees’ pressure on you to increase wages.”)
Rush’s Magnetic Marketing Checklist is based on the same concept: Choose a specific audience, she advises, then choose a specific program you can solve for them.
Web searchers are on a fact-finding mission, looking for information about what you do, what you sell, and what you know about. The more specific the key words and phrases in the title and in the body of the blog post, the greater the chance search engines will direct those searchers to your blog.
To succeed in blog marketing, it’s important to stay specific!
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