blogging campaigns

Blog posts CAN actually convert into paying customers, when tied in with a social media advertising campaign! The digital marketing team from Podium explains how.

“I tried writing blog posts, but nobody read them.”
“I wrote a blog last month about a 10k run our company participated in.”
“There’s nothing of interest to write about for our company blog.”

Does any of that sound familiar to you? It sounds familiar to me! Many of our clients say something along those lines when we first meet – and then our results often astound them.

First of all, let’s get this straight: you DO need to be blogging, you DO have stuff to talk about and blogs CAN increase sales if you have the right blogging strategy in place.

Here’s why blogs are so important:

  • SEO, SEO, SEO! Blogs have a massive impact on your Google rankings.
  • …Which in turn helps increase website traffic, getting more potential customers interested in your business.
  • Blogs are social media gold, especially when written effectively.
  • When used as landing pages for social media adverts, blogs can easily turn website visitors into paying customers – with minimal cost!

So how can blogs actually turn readers into paying customers? When used in a marketing campaign!

Here are some tips from the Podium team, who have run campaigns with blogs as landing pages that have successfully converted into leads and sales:


Educate using topical blogs.

Facebook advertising often works best when you avoid the hard sell. Instead, focus on offering potential customers something of value: information that is relevant to them.

This can be done by creating awareness about subjects of interest, answering common questions relevant to your typical consumers or by highlighting an issue that could help them.

For a North East solicitor’s firm, Browell Smith & Co, Podium ran a successful campaign that used a blog post busting common divorce myths as the landing page for a Facebook advert.

The blog post highlighted issues that many divorcing couples face, and the advert was written in order to entice viewers to click through and read the blog.

This resulted in enquiries directly on the Facebook ad as well as new clients contacting the law firm directly.


Create urgency while highlighting USPs in your digital marketing campaign.

Many B2B clients are surprised when we recommend Facebook and Instagram advertising as a core marketing technique for them. However, by relying on blog campaigns, we have demonstrated that this can be effective for B2B clients.

For example, our client Packaging Works is unique: they can create bespoke branded packaging with a turnaround time of less than two weeks. To get this USP into the spotlight, Podium regularly runs seasonal or holiday-based campaigns leading up to key sales periods for retail companies.

For example, we wrote a HILARIOUS blog about dad jokes that is currently promoting discounted packaging for Father’s Day via a targeted Facebook advertising and Instagram advertising campaign.


Highlight the people in your company.

One of the aims of Podium’s digital marketing services is to keep it personal: your customers like to know you and people like to see people on social media.

We ensure that the tone of voice and focus of our social media campaigns are consistent to each brand we work with, and make all marketing authentic to the people in the company.

That’s why this wedding campaign for a North East hotel was so successful. We wrote a blog highlighting their wedding planner, the person who will ultimately be a massive decision factor in potential bride and grooms’ choice of wedding venue. Then, a targeted Facebook ad and Instagram resulted in wedding bookings!


These are simply a few types of blog campaigns that can help turn social media audiences into paying customers – we’d be happy to discuss how it would work best for your business.

Interested in trying out a campaign? Drop us a line for advice on running a successful blog campaign or to hand over your digital marketing activities and watch your business grow! 


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