Alright, I know you’re sold on content upgrades. You get it – they’re excellent for moving all that blog traffic onto your email list so you can get some one-on-one time with your audience. I made so many of them myself my email list went from 2k to over 10k in under a year. #sold
Over the past month I’ve been re-writing my email sequences that take readers from downloading a content upgrade and joining my list, to educating them about a specific topic and then pitching a related product. #doublesold
I thought I had multiple blog posts + content upgrades pointing to each of my products, but when I went through them last month I realized I had about 10 awesome content upgrades that didn’t point to a single thing. Oops…
So, how do you make sure the blog content you’re putting online actually moves readers to purchase your products and you’re not just making a bajillion worksheets for no reason?
Here’s how . . .
Work backwards from product to email sequence to content upgrade to blog post
If you’re blogging to support your business and especially if you have evergreen products you can no longer blog about whatever topic sounds good that week. You need to create content that consistently moves people from your blog, into email sequences, and convinces them to purchase your products. Your email sequences need to do the work of an entire sales team because we solopreneurs don’t have hundreds of hours each week to sell one readers at a time.
In order to make sure you have enough blog content pointing to your products you’ll want to work backwards. Starting with the product, decide what type of content upgrade and what blog post topic will help prep readers to make a purchase.
Here’s a handy dandy chart to help you visualize . . .
Translates into . . .
This is yet another reason I’m constantly harping on my students to narrow the topics they blog about. If I were to share a recipe here tomorrow it would not only be confusing but it would do nothing to further my business.
- It would not help build trust with readers that I’m the blogging expert they should listen to.
- It would not create a connection by sharing my own experiences about growing my audience.
- And it definitely wouldn’t give me the opportunity to add a content upgrade and move readers toward my products (because they’re about blogging + business, not food).
Posting unrelated content on your blog is nothing but a big fat waste of time.
Go through all your blog posts and content upgrades
Next up we need to get organized. Which blog posts with content upgrades point to which of your products? My guess is that you have a lot of posts for one product and only a handful for the others. And you likely also have some content upgrades that point to nothing.
Here’s an example of what my sales funnel looks like. Each of the blog posts have a content upgrade that moves readers into a email sequence and then pitches them a product related to what they were reading.
Every single one of my courses and books has (or will be getting) blog posts with content upgrades that move readers toward a product pitch.
Once you know which blog posts are pointing where you’ll want to . . .
Fill in the gaps
Lastly go through and add more blog posts + content upgrades to each funnel and maybe even create a new product for all those content upgrades with nothing to point readers to.
To which posts can you add content upgrades that will move readers into an email sequence for one of your products?
Check out your most popular posts and make sure you’re taking advantage of that influx of traffic. This has been my most popular post for over 6 months now. The upgrade has been downloaded almost SIX THOUSAND TIMES and I didn’t connect it to a sales funnel (because I didn’t have a related product) until this week. #fail
Which email sequences need more blog posts feeding into them?
The sequence pointing people to my Photoshop course only has one single post funneling readers into it so I’ve added finding and writing more design-related posts to my to-do list. Don’t forget to scan through your archives – you may have some great posts hiding in there that could use an update and an upgrade.
What product can you create for all those content upgrades pointing nowhere?
Lastly, if you have more than a few content upgrades that don’t point anywhere and they all have a common theme then you might want to create a new product. Double check your download stats (why I love sending content upgrades through LeadPages) to make sure they’re bringing in subscribers. I had eight blog posts with content upgrades about business and productivity, but no products to send those subscribers to. And now I do :)
It all boils down to creating a funnel for how people get from one place to another within your website. How do they go from clicking your post on Pinterest, to opt-ing in to your email list, to moving through an email sequence and then purchasing one of your products?
And how do you make that happen with the least amount of work and time on your part?
Business systems (sounds thrilling, I know)
But seriously, setting up systems for my business not only takes the overwhelm out of my to-do list, but it helps me make sure I’m doing everything with a purpose. And this means I see growth, success, and RESULTS from all my hard work.