Possible Reasons Why Your Singapore Blog Isn’t Converting

Singapore business owners should examine their blogs to find out which content marketing strategies aren’t working.

A key part of any content marketing strategy is the blog. There is no better way to stay up to date with all of your industry changes and connect with your audience than by blogging. But if you are a Singapore website owner and are starting to notice that your blog is not converting or generating leads, then it’s time to take a long look at your strategy. Below are a few elements that may be completely ruining your digital marketing strategy. Take a look:


Inconsistent posting


If you want your audience to know that your blog is fresh and active, then you have to post new content. But surprisingly, there are a lot Singapore business owners who have a blog but rarely ever update it. At best, they only add new content one a month. They don’t realise that this makes the blog appear to be stagnant.


If you’re only posting once or twice a month, then it’s time to make some changes. You can’t expect to get a return on your investment if you aren’t steadily adding new content to your site. Studies show that most bloggers post several times a month–many on a weekly basis. But this isn’t to say that this is the optimal frequency for you.


You see, research shows that over half of bloggers who publish posts more than once every day notice significant results. Only a fraction of the weekly posters can say this. So the more you post, the more conversions you are likely to see.


Best Strategy


If you set a schedule to work two hours a day on a blog entry, then you could post at least three times per week. Just keep in mind, the more consistent you are with your posts, the more consistent your audience will be with their visits. Also, the higher your chances of getting a sales.


Large text blocks


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Take a moment to analyse the format of your content. Do you notice paragraphs that are more than 5-7 lines long? It’s important to remember that blog posts are not research papers. Sure, you may be offering valuable content, but don’t be afraid to break up your paragraphs.


You could always add images between your paragraphs to give your audience a break here and there. And the benefit is that images are aesthetically pleasing so it keeps them engaged. The best images are those that tell your audience to take a certain action.Research also shows that visual content is the easiest to understand.


So give your readers a break and avoid huge, never-ending paragraphs. Speak in tones that are conversational and less technical. The more quickly your audience can scan your text, the more likely they are to convert.


Your call to action isn’t clear


What action would you like your readers to take after reading your post? If you can’t answer this question, then how do you expect your audience to know what they should do next? This is a clear sign that you should work on making your call to action more clear.


There are several ways to do this. You could discuss a common problem that your visitors tend to struggle with. You can then offer a solution to this problem. After that, you can include a link to where they can get the solution you just mentioned.


You may also choose to incorporate a large button somewhere on the page. This button should include a call to action such as “Download Now.” The more clear and to the point your CTA, is the higher your conversion rates.


The content doesn’t take your audience into consideration


There are many Singapore website owners who struggle to stay on topic in blogs. Sire, they know who their target audience is, but they don’t talk about things that their audience cares about. For example, if your sell maternity clothes, then your audience will be mainly composed of expectant mothers. So it’s not a good idea to talk about extreme sports on this blog, because it’s not a good fit for expectant moms.

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If you want to increase your conversion rates, then you need to remain on topic. Talk about the things that are most important to your target audience. Keep thinking of new ideas for them.


Your blog isn’t set-up for mobile users


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When it comes to mobile usage, Singapore is one of the top societies in the world. And this means that Singapore website owners should optimise their blogs accordingly. If you are struggling to convert your visitors, then it could be due to your ignoring the mobile users.


Make sure that the mobile version of your website drip feeds small amounts of text to the readers. Split your paragraphs up into sentences so that they are easier to digest and scan. This will help you get a return on your investment.


You ignore Google’s algorithm


Believe it or not, users will not naturally gravitate towards your blog once they get there. And this means that you need to do your best to get your posts to the top of Google’s search results. You need to optimise your content for the words that your audience is most likely searching for. Specifically, they should be long-tail keywords. This is because users tend to use phrases rather than keywords.


Getting to the first page of Google is no small feat. It takes a keen awareness of search engine optimisation. That’s why a lot of companies hire a professional SEO agency. As discussed earlier, you should focus on posting regularly. Also, you need to make sure that your website does not contain any errors, links that are broken, or large images that are causing your website to load slower.

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You don’t share your posts on social media


Sure, SEO is important to getting traffic and qualified leads to your site. However, there are a few extra things that can help to give your digital marketing a boost. Social media is a prime example.


Social media is beneficial can help you in two ways. First, it will attract more traffic to your blogs. It also gives you the incentive to continue creating fresh post. Social media requires that your feed always stays fresh. Posting on a daily basis will help to keep your followers engaged.


Perhaps the greatest thing about sharing on social media marketing is that you won’t be the only one who shares your content. You can encourage your users to help you share it. This is especially the case if you make your social sharing buttons visible on your blog. This will ultimately result in a ton of conversions!


The Takeaway


If you want to drive more traffic to your site and increase your conversion rates, then blogging is one of the best ways to do it. However, if you notice that your conversions are starting to take a dive or have not quite reached the level you want, you need to make a few changes. And luckily, these changes are pretty easy to make.


Post more frequently. Get rid of your huge paragraphs and make sure that your content can be easily scanned. Make sure that you are always on topic and speak to the needs and interests of your target audience. Ensure that your blog is mobile friendly. Use SEO. Also, use social media for sharing.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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