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Niche market glue: keeping your target audience coming back and buying more

by Brian Brown (follow me on Twitter): April 18, 2008

Boomerang

One of the biggest reasons (reason #2 on my list of 101 reasons to have a business blog) to have a blog for your business is to get return traffic. If your blog is any good, readers should return to read new posts again and again. Why? Because you have chosen a niche that they care about.

Blogs are the direct mail of the internet

When people care about a subject, they will read about it forever. The best direct mailing advertisements are often five or more pages long. They've discovered that customers will throw away a direct sales letter of any length if they don't care about the subject, but if they do care, they will read many, many pages.

Nicche This is critical because the more they read, the more emotionally invested they become with what you are saying. Longer letters create more sales. Some direct sales letters have been more than 20 pages long with highly successful results.

In today's world, a blog is that 20+ page sales letter.

Few readers will return to your blog
With great content and a subject your readers are interested and excited about, they will automatically become repeat visitors, right?

You already know the answer to this question. Most readers will never see your blog again. Even with the tools available to encourage repeat visitors, many will stumble upon your site once, find it somewhat entertaining, and then leave...forever.

We need to do everything we can to help them become returning visitors.

If you haven't already done so, here are the three vital tools to get tons more people coming back to your blog:

1) Visible RSS feed. Many people read blogs from their RSS reader instead of visiting each one individually. You must have an RSS feed available on your blog so readers can take advantage of this. Luckily, almost all blogging software creates the RSS feed automatically. It's your job to make it easy and provide a highly visible link to it.

2) Create a newsletter. Collect readers' email addresses so you can send them personalized information about your company and products. It might be a coupon, an announcement of a sale, or just a reminder to visit the blog. If you have no idea how to do this, it's very very easy. You place a form on your site that collects a person's email address, and emails get sent to them automatically, even if you have 10,000 people to email. All you have to do is write the email, and a program like AWeber takes care of everything else.

3) Offer something for free. Many people will sign up for your RSS feed or newsletter just because you're offering it. However, many more people will sign up if you are giving somethig away. Offer a free booklet or information that is exclusively available only if your readers sign up to the RSS feed or newsletter. Ideally, this is something that takes you an afternoon to put together, but has true perceived value to your audience.

I hope you enjoyed this week's niche marketing series.

[Photo: Release by MousyBoyWithGlasses on Flickr, used with permission under creative commons copyright.]

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