The Complete Guide to Successful Business Blogging – pt. 4


So far, you have successfully identified your ideal client and customer. In this post we are going to have a look at steps 6 and 7 and consolidate the whole process for you.


This is the final part of ‘The complete guide to successful business blogging’ series. Read the first three parts here, here and here.

For the final time, let’s revisit the 7 step process for creating a bog that wins you tons of business.

  • Step 1: Identify your ideal audience. Who is most likely to buy from you? Check!
  • Step 2: Create a blog that positions your business as the right choice for your ideal reader. Fix all leaks on your blog to make sure that you are not sending these nice folks away.
  • Step 3: Offer the right freebie to attract and woo the right person. Entice them to get on your email list.
  • Step 4: Create your content strategy. Publish content that will appeal to your ideal audience.
  • Step 5: Find new peeps through strategic promotion, writing on your blog is not enough.
  • Step 6: Make offers via email. Keep your email list warm.
  • Step 7: Fix your pages that convert and sell.


Step 6: Keep your email list warm and make offers.

You have created a website/blog that looks professional and showcases your personal brand. You have also fixed all the leaks on the site so you don’t lose any readers. You have created the perfect opt-in offer for your ideal reader. And you have successfully managed to get them on your email list. Furthermore, you continue to get more people like that by publishing the right content and promoting it via social media and guest blogging.

So what’s next? What do you do next?


That’s the thing: You have been going through all these steps for a reason.

You want to be 100% sure that you are doing everything you can to attract your perfect clients and customers and get them on your list. Which happens to be the number one goal of your blog. To collect email addresses, also known as lead generation for those of you who have a bit more experience with marketing.

Sure, your website also attracts the right traffic. It also gets people to share your content and positions you as an expert in your field. But the truth of the matter is you are blogging to build your email list. Without a highly targeted email list, you don’t have a business.

If you are not blogging to build your email list, you are not blogging for business. You are not using your blog as the best marketing tool for your small business. You are pretty much wasting your time.

So let me bust the biggest myth of list building.


Money lies in the size of your list. (Myth)

Not true!

While the size of your list is very important, it is not the ultimate measure of your success.  What is even more important is the relationship you have with the people on the list.

How many of them are regularly opening your emails? How many of them click through? How many of them respond to your call to action?

Business blogging for lead generation

Sure, a list of 5000 people seems better than a list of 1000. But what about a list of 1000 highly engaged subscribers with 40% open rate (400 people opening your emails) than 5000 people with 3% (150 people opening them).

That is not to say that bigger lists are not responsive but just to remind you to build that relationship with your list from day 1. Which brings us to the second myth of email marketing.


You should wait until you have a big list before you start selling. (Myth)

Again, completely false. I waited till I had 2000 people on my list and guess what, half of the people who enrolled in my course had signed up to my blog in the last 3 months – they were that new.

Don’t wait to have 5000 people on your list. You can send an offer to your list even if there are few hundred people on it. Sure, you probably won’t make hundreds and thousands of dollars but you would sell some and learn a lot during the entire process.

Here are some of my best tips for email nurturing and emailing offers.

  • Email your list at least once a week.
  • Don’t be afraid to make offers.
  • Every time you send an email or an offer, you get unsubscribes. This is normal, those are the people who are never going to buy from you anyway.
  • If you are getting a higher number of unsubscribes than usual, have a closer look at your opt-in offer. You might be attracting wrong kind of readers.
  • Sell from day 1. You are running a business and you should establish a context of commerce from day 1.
  • Run promotions when you feel like it. You don’t need anybody’s permission to sell.

Remember, the money is not in the list, it is in the list responsiveness. 

This brings us to the final step of this process of running a successful business blog.


Step 7: Fix your pages that convert and sell.

So when people visit your blog, they also have options to visit various pages on your blog. They might just be content/resource pages, squeeze page (page meant for collecting emails) and sales/hire me/services pages.

Make sure all these pages to make sure they are clear and effective.

You could hire a copywriter to write your landing pages but if you don’t have the funds, here is a quick and easy guide to help you create your own copy.

Every time you write some copy for your landing pages, or even your blog posts, keep these three points front and center.

  • Always write for your ideal reader.
  • Follow the AIDA principle of effective communication.
  • Highlight the benefits and not the features.

For those of you who aren’t familiar with this term, AIDA is the sequence of capturing somebody’s attention, sparking interest, creating a desire and get them to take an action.

A – Attention

I – Interest

D – Desire

A – Action

When you take anyone through this sequence, you end up being very persuasive and effective in your communication. Google the term and you will find more information to help you.

And lastly, you need to think in terms of benefits rather than features.

You are a career coach. This is a feature.

You specialize in helping fresh graduates find work. This is a benefit.

You sell hand crafted baby gifts. This is a feature.

You help unique, one of a kind items that people can give to new mums. This is a benefit. When you consciously begin practicing these principles of effective communication, you will supercharge all your content creation efforts.

This brings us to the end of The Complete Guide of Successful Business Blogging series. Hope you enjoyed it and found it useful. You can now see so many elements go into creating a successful business blog – it’s never that ‘one thing’.

I see so many people asking this question all the time: I have a blog but I don’t get many readers. I am so tired of creating all this content. I can’t get people to subscribe to my email list. How do I win more business from my blog?

And it’s hard for me to provide a satisfactory answer. Based on the whole process that I talked about in this series, they could be doing so many things wrong.

  • Step 1: They might not be clear on who they are trying to attract. When you are not clear, your content and freebie offer is just not right.
  • Step 2: They might have a poor design that confuses people. It might be cluttered or it could be that things are so unclear that people don’t understand what you do and how you could help them.
  • Step 3: Their freebie offer is too general or uninteresting.
  • Step 4: They have no strategy for their content. They are inconsistent when it comes to publishing new content.
  • Step 5: They are not promoting their stuff. They spend all their time creating content that nobody knows exists.
  • Step 6: They are emailing too much or too little.
  • Step 7: Their offers are not clear. They talk about features and not benefits.

Do you relate with any of the mistakes I highlighted above? If so, your job is to go through each step and fix them. You don’t have to make everything perfect but continue to make tweaks over time.

This is not a linear process. You will find yourself getting stuck on a step and moving on to the next. You will come back to it when inspiration strikes and that is absolutely okay. The important thing is that you keep taking action.

What is the first thing you are going to change on your blog today?

Leave a comment and let us know. Share this post if you think other business owners will find it useful.


  • Thank you for all information. We haven’t got a blog yet. When it’ll be finished, surely we’re gonna stick to your tips. It’s very meaningful what you wrote about length of list. Most of our clients believe, that they need to buy a list, cause their own base is to small. Hard to convince them to work on organic base. Best regards!