Last week, I had some conversation with a very talented girl. She calls herself a writer, writes Travel Guides, and owns a travel agency. But she is losing the traffic to her blog. And, I must say, I heard it many times. Blog traffic is going down; people don’t want to read my texts, less likes, shares — what should I do?
When I analyse their blogs, I see the repetitive picture. It reminds me of corporate sites and small blogs. People were talking about the value for such a long time, that they have forgotten about the execution. Their headlines are SEO friendly but generic and meaningless and texts vary from average to good. They try to write for everyone in order not lose customers but get no readers instead.
So what can you do to increase your blog traffic and engagement on social media? Well, there are several ways, and I will focus on two in this post: target audience and authenticity (I know it’s a cliche). I also have to say that there’s no new tactic you need; you only require to change the basic idea and ask yourself “Who is my reader?”.
That sounds obvious, but many bloggers think “Why would I repel my customers?” And, here is the catch. You can’t be a specialist in everything. People know it and trust those who specialise in something. Your specialisation often can be based on the industry segment, and not on human characteristics. So, just analyse if you clearly want to attract a particular target group, you shouldn’t write for all – “all” will not read you. There are many big players with deep pockets who write “for all”. If your content is generic and your products have some common names, you have little chance to win. But you can overcome the obstacles if you take a segment of the big site audience and dedicate several of your posts to it. Same target principle is relevant to your headlines, menu names, and your site sections.
Here are a couple of examples from the real conversation.
For instance, you write for single parents who love to travel with their kids. That’s a direction and if you want to give them a “Travel Guide”, you do not need to call it a “Travel Guide”. Call it: “A Travel Guide, which helps your kids to have an unforgettable weekend in city x”, That way you will target travelling parents, both single and coupled. Or you can narrow the segment and say, “Travel Guide. Have fun with your kids while exploring the city X, even if you are a single parent” (It requires a very specific content, but it makes sense to write it). But if you have such a guide, you already know what to write and where to advertise it and who to target in your ads. It makes your business directed and marketing much more straightforward.
Other target groups also love moving around the world so –“Travel Guide for single executives” or “Travel guide for students’ budget” will attract very particular groups. So as you see, you can take a general thing like “Travel Guide” and transform it into a dedicated product.
If you follow the idea, you would probably understand that you are not narrowing your income, but making yourself an expert, and an authority worth listening to. If your “Travel guide” was useful and unusual, your audiences would share it, and their friends are not necessarily single parents or even have kids, but with recommendations, it may work for them as well.
I also want to add a little bit of my experience on this topic. It’s difficult to find accommodation for a single traveller, and most of the times, you have to pay the same amount of money as two travellers. People who travel with kids need different entertainment than single 30-40 years old executives. Based on this, if you write for all, you miss all.
In conclusion, if you love to create travel guides, here are some ideas which would make me love them or buy. Good professional pictures, fantastic and inviting design, appealing copy; so that I enjoy reading them even on my phone. And, here are a couple of names for your guides: “Secret places of city X”, “Make your Instagram rock with these secret locations of city X”, “The best place where locals enjoy to eat in city X”, and “Magic of local art and craft in city x”.
As you see, I shortlisted the themes which are engaging to me and added the particular location. Such portion guides can be combined in a big project eventually (for city X) and sell well too. So my formula for a good “Travel Guide” is pretty simple – “Excellent content based on Interest, Location, Audience”.
You can make any successful product based on it and win your customer’s heart.