Is Your Blog Making Money?
Here Are 20 Reasons Why Your Blog Is Not Making Money
Some bloggers don’t have traffic or reader engagement, and some bloggers have lots of both.
Here’s why …by DANNY INY of Copyblogger….
The chain of conversion is everything
If you market a business online, several conversions need to take place:
- A stranger has to convert into a lead by being exposed to your message for the first time (in the online world, we call this traffic)
- A lead has to convert into a prospect by liking what you have to say (this is often done by opting in to your email subscriber list)
- A prospect has to convert into a customer by buying something from you
- A customer has to convert into a repeat customer by turning a single purchase into an ongoing buying relationship
This entire process is called the chain of conversion.
For your blog to make money, you need not one, but many people to smoothly move through this entire process.
Here are a few reasons from DANNY INY of Copyblogger why your blog is not making money and what you can do to fix it…..
Problem #1: You’re a billboard in the desert
The most common problem that bloggers face is that strangers aren’t converting into leads……which means there is no traffic.
If there’s no traffic, then it doesn’t matter how well-optimized the rest of your funnel is, because nobody is feeding through it.
The first order of business is to get traffic flowing to your site…..
1. Build it and they will come.
- The truth is that while epic content is critical, it won’t go viral all by itself without an existing audience to start the ball rolling by seeing and sharing.
- If you don’t have traffic, you have to go and get the word out about your content.
2. You just tweet to your followers.
- You’ve got to get out there and promote.
- Build relationships with other bloggers, write guest posts, put viral campaigns together, and apply any other strategy for blog growth that you can think of — just get out there and do something!
3. Marketing in the wrong place.
- We love to fall for the promises of magic strategies that will get us tons of traffic — the kind that showcase the success that somebody else had.
- The problem is that you aren’t going after their audience.
- If you’re marketing in the wrong place, then your audience will never find you!
- Of course, to market in the right place, you have to know who your audience is ….
4. No clearly defined audience.
- Obviously, you can’t market to your audience if you don’t know who your audience is.
- It isn’t enough for you to have a general idea that you’re marketing to “bloggers” or “writers” or “stay at home moms” — you’ve got to get way more specific, to the point that you’ve created a profile of the ONE person that you’re targeting.
5. Asking for the wrong action.
- If they haven’t heard of you, then don’t start by asking them to buy — it isn’t likely to happen.
- Remember that your goal with each piece of messaging is to get the audience to take the single next action.
- When you’re talking to strangers, the goal is for them to become leads (visit your site) and then prospects (opt in to your list).
- So don’t even mention whatever it is that you’ve got for sale.
6. You don’t hook their interest.
- Yes, I’m talking about headlines.
- For your blog posts, for your ads, and for the teaser links to your content.
- They all need to hook your audience’s interest.
Problem #2: You get traffic, but they all bounce
No subscribers, no customers, and you’re on a constant treadmill to generate more traffic.
Leads aren’t converting into prospects.
7. It’s all about you.
- All of your posts are about your news, your products, your company.
- And you wonder why nobody signs up for more?
- Forget about your subject area, and think about your customers.
- What are their problems? What matters to them?
- That’s what you need to be writing about.
8. You don’t draw them in.
- You get them to start reading your stuff, but their attention wanders, and pretty soon they’re gone forever.
- You need to draw them in and keep them going, section to section, until they reach the action that you want them to: subscribing!
9. You don’t make it explicit.
- If you want your visitors to opt in to your mailing list, then you have to say so, in so many words: Sign up for my list to get all sorts of goodies.
- Do it now. Click here.
- Put those words, or words like them, near your opt-in box, and make sure to include a call to action in your posts, too.
10. You don’t optimize.
- No matter how good you are, and how well you’ve done everything else, there’s always room for improvement — and improvement is had by split-testing, split-testing, and then split-testing some more.
Problem #3: “Just the free sample, thanks”
Sometimes you’ve got traffic, and you’ve got subscribers — but you still aren’t making any money.
In chain of conversion terminology, prospects aren’t converting into customers.
The good news is that when you’ve got an audience, you can usually find a way to make some money….
11. You’re selling what they need instead of what they want.
- As an expert in your field, you know exactly what the customer’s problem is.
- I mean the real problem that lies deep down at the root of it all.
- The trouble is that they don’t know that, and so they aren’t looking for that solution.
- Start by selling what they want, and then you can deliver what they need along with it.
12. It’s in the wrong format.
- Maybe they love what you’re offering, but they just don’t like the format.
- Try a different format — like audio, video, a virtual conference, live workshops, infographics — or something else entirely.
13. The price isn’t right.
- Maybe your product is great, but the price doesn’t fit.
- You could be asking for way too much money, or you could be asking for way too little.
- Remember that not only does the price have to fit with the buyer’s budget, but it also has to communicate the right thing about how valuable your offering really is.
- So test different prices, and find the price that works best.
14. You don’t ask for the sale.
- Don’t just have an “Add to Cart” link on your site — you’ve also got to tell people that you want them to buy your stuff.
- Tell them why they should do it, and what they’re going to get.
- And tell them when they should do it (right now!), which leads us to the matter of urgency …
15. There’s no urgency.
- Why buy today when I can buy tomorrow, right?
- You need to give your audience a reason to take action now.
- Make sure the constraint is real — maybe you’re raising the price after a certain date.
16. No social proof.
- Nobody wants to be the first one to arrive at a party — you want to know that other people are there, and having a good time.
- So who’s already bought your product or service? What was their experience like? Were they happy? Were they a lot like the person who is thinking about buying today?
17. No guarantee
- There’s something comforting about a money-back guarantee.
- It provides a safety net, and shows how much confidence the seller has in whatever is being offered.
Problem #4: Once is (apparently) enough
If you’ve made it to this point in the chain, then you’re probably doing all right — you’ve got traffic, you’ve got subscribers, and you’re even making sales.
But customers aren’t converting into repeat customers.
Which means that you’re always scrambling to find new customers, and to keep that wheel in motion.
Wouldn’t you rather have the wheel sustain itself?
18. You don’t deliver.
- This is a HUGE problem; if you promise something, your customers sign up, and then you don’t deliver, then you are doing irreparable damage to your reputation and business.
- In the words of my marketing professor, “marketing is a promise that the organization has to keep” — and you should never, ever break a promise.
19. There’s nothing else to sell.
- This is a more common problem: you’ve worked so hard to build and sell your product, that by the time they’ve bought it, there’s nothing left to sell.
- This is worth taking the time to fix; think about what else they might benefit from — an easy add-on is some consulting to help them get the most out of what they’ve already bought.
20. You don’t communicate
- You’ve got happy customers and more great stuff to sell to them, but you don’t communicate with them after that first purchase.
- You should be communicating with your customers on a regular basis, both to collect feedback about their experience, and to keep the lines of communication open so that you can sell to them again.
- An easy way to do this is to build follow-up directly into your product, for example with automated follow-up emails and surveys.
Every blog has holes in its chain of conversion — and most have lots of them!
So where should you start making repairs?
The answer depends on whether you’ve already got a functioning funnel:
If you’ve already got traffic, opt-ins, and customers:
- Start at the end, and work your way backwards. First get more customers to buy again, then get more subscribers to buy from you, then get more website visitors to subscribe, and only then get more people to visit your website.
If you don’t have any of that stuff:
- Then start at the beginning — start by getting traffic to your site, and once you have traffic, work on getting them to opt-in, and then buy from you, and then buy from you again.
How long are you willing to wait before your blog starts delivering dollars to your bank account?
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To Your Success,