Blacksburg Belle

  • Home
  • New? Start Here!
  • FAQ
  • Shop
    • Courses
    • Get My Book
    • Sunday Society
  • Speaking
  • About
  • Connect
  • Blog

Does Blogging Lead to Direct Sales?

- November 16, 2010 | by April -

{Image from Nic McPhee on Flickr}

Have you ever been overloaded with so many good ideas that your head spins? This past weekend rocked my world. I’ll be sharing more about it throughout the next week, but before I move on let me just leave you with this: I danced on stage with Marie Forleo and Laura Roeder. Yep, danced.

Back to blogging.

While I was away, I received a comment/question from Audrey that I’ve been asked over and over, so I thought it would be super helpful to write up my answer as a post.

Audrey’s Question

I have a question….I had a blog when I was in real estate, and it did not really help. Do you see direct sales as a result of your blog? I don’t want to be discouraging, but I want to use my time wisely.

Thank you for your incredible counsel. Well appreciated. Take care, Audrey.

My Short Answer

Yes, I’ve seen direct sales as a result of my blog.

And, My Longer Answer

Blogging is not a short-term answer to getting more sales. It’s a long-term game.

If you want to use your blog to increase sales, you first have to build your readership. While you’re building your readership, you have to develop trust. You also have to figure out how to monetize your blog.

If your real estate blog is still up, I could look it over and give you more specific feedback on why it didn’t work. Here are some reasons why blogging won’t lead to sales:

1. You don’t write for your target market.

I don’t know much about real estate, but I do know that you’d want to write for an audience looking to buy a home. This would mean articles on finding a real estate agent, what to look for when you first step into a new house, how much money you should have saved before you even look at homes, and how long it takes to close on a home when you’ve found one you’re in love with. You’d also want to write locally based articles. For instance, if you’re in Blacksburg, Virginia, you might write a blog post on the best location to live with small children or areas to stay away from if you want to avoid the college scene.

You want to position yourself as the expert in your field. And, you also want to give your audience a way for them to get to know you, like you, and trust you.

I see this mistake over and over in the handmade community. An artist wonders why her blog doesn’t lead sales. I’ll take a look at it, and the majority of her posts have nothing to do with art. The readers she’s bringing in to her blog aren’t coming there art. Therefore, they aren’t going to buy it.

2. You don’t provide useful content on a regular basis.

You don’t have to blog every day to build up a readership that’ll buy from you. You just have to provide your audience with useful content consistently. This could mean you publish one kickass article a week.

Many creative entrepreneurs think that they must have a blog, so they start one without any real direction or goals. They blog every time they add something new to their Etsy shops, and wonder why no one comments or cares. They’re just adding noise to the internet. They’re not adding anything valuable.

If someone wants to see what’s new in your shop, they’ll look in your shop. This doesn’t mean that you shouldn’t blog about your new products. But, it shouldn’t be the majority of your posts.

For instance, if you sell jewelry and blog once a week, one of your posts per month could be pictures of your new products and writing about the inspiration behind those products. The other three posts might cover a basic jewelry tutorial, pictures of your work space, and a post on tips for buying jewelry on Etsy.

3. You don’t provide your readers a simple way to give you money.

Someone shows up at your blog and loves your posts. She takes a minute to look around for a way to get to your shop or find your products. She gives up after looking for a couple minutes, because she’s busy and has other stuff going on in her life. And, she didn’t see the small link to your shop labeled, “sunshine lovelies” on your sidebar.

You have to make the buying process crystal clear for your readers. If it’s not easy, they’ll give up and move on.

4. Your location isn’t obvious.

If you’re a local business, I need to know where you’re located as soon as I click on your blog. It should be obvious to me. Like I mentioned above, you also need to write blog posts for your local, target market.

5. Your blog looks unprofessional.

Your website/blog is your online home. You’ve got to take good care of it.

If someone comes to your blog and it looks a hot mess, they’re much less likely to buy from you. Amp up your professionalism by:

  • Getting your own domain name. Anything with .blogspot.com or .wordpress.com at the end doesn’t look professional. It’s a great way to start blogging, but if you want to take it to the next level, you need your own domain name.
  • Cleaning up your blog. If something looks funky, don’t keep overlooking it and saying to yourself, “I really should figure out why my newsletter opt-in form doesn’t line up with my sidebar.” Figure it out now. Also, make sure your blog is easy to navigate. If you have a five page blog roll, blog badges, and tag clouds on your sidebar cluttering stuff up, get rid of it.
  • Consulting with someone. Even if you think your blog is easy to navigate and you make your location clear, someone else might not think so. I recently had my website/blog reviewed by Laura Roeder, and it was eye opening. She spotted things that I had overlooked, because I see my website/blog on a daily basis.

6. You don’t generate traffic.

Even if you’re providing useful content, you have to get that content in front of people. And, I believe that you need to focus on relationships in order to do that. I’ve already written a post about that topic—you can check it out here.

7. Your blog isn’t spicy.

Personality people. When your blog lacks personality, it’s vanilla. And that’s so not good. Your personality needs to shine through in your blog posts. Give me a reason to hire you by standing out from the crowd.

Don’t Expect Miracles Overnight

With my first blog, it took six months before I saw any results as far as a direct link to sales. I needed time to learn how to write for my audience and to develop trust with my audience.

When I started Blacksburg Belle, I already had close to three years blogging experience under my belt, so it only took me two months to see direct sales from blogging. But, I see it as three years and two months—not two months. If I hadn’t learned all that I have from blogging in the past, it would have taken me much longer.

Many bloggers give up within a few months of starting, because they don’t see any results. If you continuously provide your readers with useful content without giving up, you’ll see results. It might take six months or a year, but you’ll get there.

Eventually, Blogging Can Lead to Lots of Sales

If you do it the right way, a long-term blog can generate a lot of sales. Even though there are a lot of blogs, many creative entrepreneurs still don’t blog. And many people who do blog, put out crap—not useful content. So, if you publish useful content, it’ll stand out in your niche. When you stand out in your niche, your sales will automatically increase.

Bottom Line

I whole-heartedly recommend blogging. But, it’s not for everyone. You have to decide if you’re willing to put in work for months without any gain. If you do, it’ll be well worth it. The internet opens up many opportunities to handmade entrepreneurs that they never had before if they’re willing to accept the challenge.

16 Comments · Filed Under: Blogging Advice, Creative Business Development

Comments

  1. Audrey says

    November 16, 2010 at 12:45 pm

    April,

    Your response and resources have encouraged me so much! I see from your advice that my blog a couple of years ago was so sterile it did not show my personality. I was so worried about sounding authoritative on the subject that people could not have warmed up to me. One reason I enjoy your blog is that you are generous with your advice, and it is not “boiler plate.” (I’m also in awe that cared enough to post this blog! I’m going to tell all my friends!…i.e. your actions show how your blog works, and mine didn’t!!!) Many thanks.

    take care, Audrey

    Reply
    • April says

      November 16, 2010 at 1:44 pm

      Hey Audrey,

      I’m so glad this post helped! You’re not the only one who wonders whether blogging will actually pay off or not. And, as a creative entrepreneur, you need to spend time on things that will increase your business success.

      I made the same mistake that you made with my last blog. I didn’t allow my personality to shine through. Now, I tell it like it is–knowing that some people will love it and some people won’t. It’s definitely paid off.

      Reply
  2. Katie {Katie Company} says

    November 16, 2010 at 5:52 pm

    Great answer April. I know all too well the when you realize that “If you build it they will come” is not always the case. I have see a few direct sales from my blog but by far have seen the most sales through posting on my Facebook Fan Page. I use my blog to “get to know” my “fans” per say…

    It took me a while to realize that if I just let my own sense of humor come through on the blog then blogging would be much more fun. Sometimes I post about things that I don’t think anyone else will get and it makes my day when I get a comment from someone who DOES get it.

    Reply
    • April says

      November 17, 2010 at 9:56 am

      Hey Katie,

      Thanks for stopping by. It’s really important to know why you’re blogging, especially if it’s not a personal blog. Having the goal to get to know your fans via your blog is a great goal to have–you don’t have to have the goal of getting direct sales from you blog.

      And, I’ve been to your blog a couple times–you definitely showcase your sense of humor. When you read a handful of your blog posts, you get a sense of who you are!

      Reply
  3. Srinivas Rao says

    November 16, 2010 at 7:42 pm

    April

    Thanks for the kind words and plug for our new premium service. I think you bring up some great points here. Blogging isn’t for everybody, and I think people who are expecting overnight miracles are going to find themselves quite disappointed. In terms of making the blog look professional, this is one of the biggest mistakes I see. When you’re dealing with the fact that people have really short attention spans, good clean design is essential. One thing I do want to comment on is the useful content part. I think that it’s really important that people make their content useful, but not boring. The fail of most business blogs is that they are incredibly boring. If a person can inject their personality and make the content useful that’s a winning formula in my opinion.

    -Srini

    Reply
    • April says

      November 17, 2010 at 10:06 am

      So true Srini! Good clean design is essential. Before I add anything else to my sidebar or footer, I always ask if it’s really necessary or does it just add clutter.

      And, you can provide great information–but still put your readers to sleep. My most popular blog posts always have a personal touch to them.

      Reply
  4. Olivia says

    November 16, 2010 at 8:54 pm

    Hi April,
    I wanted to ask you a question related to this topic. Sometimes I feel that it would be “easier” to write about entrepreneurial topics because those articles tend to gain a lot of attention. My blog is focus in highlighting the work by artists that celebrate dolls but I don’t know if it will gain some traction. It’s really new, but I’m not new to blogging or writing. I had a blog for almost 4 years that had a lot of readers but the crafting scene is fairly new for me. It’s not that I’m impatient is that I feel that I’m not in the right track.
    If you have a change… Could you give it a quick look?
    Thanks a lot.

    Reply
    • April says

      November 17, 2010 at 10:11 am

      Hey Olivia,

      I took a look at your blog–it’s got a good, clean design and it’s easy to navigate. But, I’m not sure what your goals are for your blog. Are you trying to highlight other artists, sell your work, or something else? That makes a huge difference–your content should match your goals.

      You don’t have to write about entrepreneurial topics to succeed. In fact, that niche is so saturated that it’s hard to stand out in it. I suggest checking out BlogcastFM and listening to some of the interviews {they’re free} of people who blog about other topics. See how they grow their blogs and monetize them.

      If you want more help, I offer consulting sessions. You can email me at blacksburgbelle@gmail.com for more information if you want.

      Reply
      • Olivia says

        November 17, 2010 at 6:45 pm

        Thanks April, you are really kind.
        I’m going to think more about this and definitely I’m going to keep you in my mind for a future consulting session.
        Have a great week!

        Reply
  5. Mayi Carles @ Heartmade says

    November 17, 2010 at 3:16 pm

    Finally able to read the whole thing! I like to take time with your posts + not like a shore but like a treat in my day 🙂

    I can’t say it enough! You are such an inspiration for me + my creative biz!

    I loved this Ask April question format!

    My favorite point you bring some sass into the equation. Our niche is saturated with blogs so it’s important to let our personalities shine. It’s so boring when I read a blog that is just a replica of every other. We have to strive to be the first at something + the only way to to that is being ourselves.

    Thanks again April!

    Reply
    • April says

      November 17, 2010 at 6:05 pm

      Hey Mayi!

      It’s definitely all about the sass. Anyone who wants to see a great example of that can check out your blog, because you infuse every part with your lovely personality.

      Reply
  6. Saioa says

    November 19, 2010 at 4:34 am

    I also think that a blog can help very much to increase sales and make your bussines more visible. I recently took a course by Holly Becker “Blogging your way” and following the advice they gave me, I’ve seen how gradually the visits are increasing, I do not expect a quantum leap, because these things take time.

    Reply
    • April says

      November 19, 2010 at 8:30 am

      Hey Saioa,

      I love Holly’s blog. I haven’t taken that course, but I bet anything that has Holly’s name on it rocks. Thanks for stopping by!

      Reply
      • Saioa says

        November 19, 2010 at 8:35 am

        I love her too, she is so talented and I learn a lot in her couse. I recommend it. 🙂

        I’m a new reader of your blog but I think it is very interesting, I have already subscribed to the RSS.

        See you around 🙂

        Reply

Trackbacks

  1. 10 Minute Blog Makeover | Blacksburg Belle says:
    December 8, 2010 at 5:11 am

    […] Does Blogging Lead to Direct Sales? […]

    Reply
  2. 5 Reasons Why Creative Entrepreneurs Should Blog | Blacksburg Belle says:
    April 28, 2017 at 10:18 pm

    […] When you blog, you give your potential and current customers an inside look into your business and personality. It gives them an opportunity to get to know you better which then leads them to like and trust you. And, that leads to more sales. […]

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Blogging for Business

Get in Touch

Get a FREE Copy Here

Follow April on Twitter Follow April on Facebook Follow April on Pinterest Follow April on Youtube Follow April on Instagram
Get Weekly Inspiration to Design a Business You Love
read our privacy policy

Get in Touch
Get in Touch

Blacksburg Belle. All Rights Reserved.© 2021 · Designed by Amanda Creek Creative On the Genesis Framework

Get Weekly Inspiration to Design a Business You Love
read our privacy policy
We use cookies on this website. Read our cookie policy here.