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7 Ways To Segment Your Audience For Successful Retargeting

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7 Ways To Segment Your Audience For Successful Retargeting


If marketing is the art of persuasion, then retargeting is that art at its finest.

A user that has expressed interest in our brand, products, or services can be considered a warm lead. Therefore, you can expect that – with the right approach – our chances to convert are greater than when marketing a cold lead.

However, no matter how warm our lead might be, the strategic approach is key to closing the deal.

This is where it’s essential that you use all available information about the users and how he/she has interacted with your brand.

Why We Segment Audiences For Retargeting

Information such as demographic, which channel was the source of the lead, whether the interaction was on-site or off-site, and the level of interaction are just a few examples of the data that you can use to segment your audience.

This enables you to cluster users into different lists in order to maximize your chances to convert.

The above is also critical in order to be able to choose the most appropriate time and location for when to re-engage, and for the right messaging.

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Think about it – marketing leverages psychological triggers to get people to take the actions you want them to take.

Remember some time ago when Google used to talk about micro-moments?

Retargeting means personalization that makes a connection in those micro-moments.

Understanding our users’ needs and motivations helps us to successfully use all of the above signals and give our retargeting campaigns the best chances to succeed with more personalized ads and experiences.

Let’s have a look at some easy-to-implement, practical examples of how you can segment our audiences into successful retargeting lists.

First, What Not To Do

To start, you must begin with the most obvious and avoid common mistakes that will sabotage your best efforts.

Too often, advertisers create a one-size-fits-all retargeting strategy that doesn’t acknowledge any of the information they have about the users and how they have interacted with the brand. They use the same generic messaging for all.

They might even land them all onto the homepage!

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The most obvious place to start is segmenting our audience based on where and how they have interacted with our assets.

If that is on-site, you can create different lists based on the web pages they have visited and how far into the conversion path they went.

Those using Google Analytics with EEC (Enhanced Ecommerce) will find that the platform does the heavy lifting for them straight out of the box.

Different lists are automatically created to split users that have visited a product page from those that have gone a step further and added to the cart, or those who dropped at the checkout.

Here, the retargeting strategy should address any possible barrier for which users have dropped out and consider the appropriate messaging/possible incentive(s) required to get the user to convert.

See also  4 Smart Tactics For Advanced Google Ads Audience Targeting

Now that we’ve covered the basics, let’s have a look at something a little bit more creative, exciting, and sophisticated!

1. Don’t Think Channels; Think Users, Instead

Advertisers tend to think too much in terms of channels and in that way, they compartmentalize their strategy.

The reality is that things are much simpler. This is even more so in the case of retargeting, as you shouldn’t think about channels but focus on your users instead.

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If you can overcome that default channel-based mindset, you start opening up to endless possibilities.

For example, you can run retargeting campaigns across multiple channels.

It is quite normal when setting things up to have Facebook prospecting and retargeting campaigns.

But why limit it to that?

It’s easy and quick to create lists of website users based on the source of the traffic.

In Google Analytics, for example, you can do that by selecting Traffic Sources and then Source, Medium, and Campaign as required.

Screenshot from Google Analytics, January 2022

In my example, you have created a list of users that have visited your website after clicking on a Facebook ad, advertising a Valentine’s Day promo.

What this means is that you can not only retarget those users within the Facebook network (Facebook, Instagram, Messenger, etc), but you are also able to amplify our reach and re-engage with those users across Google Display Network, YouTube, and more properties.

In a similar way, you could retarget users that have clicked on an email or have been referred by an affiliate site.

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2. Flirting With Our Competitors’ Users

Now, this could be a bit controversial.

You’ll often see advertisers going to the extent of setting up campaigns that target their competitors.

If you are okay with bidding on your competitors, why stop there?

It’s not often that they follow up and continue engaging with those users that have clicked on their ads.

Most of the time, competitor campaigns are judged by impression share or direct conversions.

But if you’ve started flirting with your competitor’s audience and they have shown interest, you should really make the effort to continue engaging with them.

Additionally, you can use RLSA (Remarketing Lists for Search Ads) in Google to target users that have been on your website but are now searching for your competitors. Try to stop them before it’s too late!

3. Using Sequential Messaging And Storytelling For Engagement

We often think of ad campaigns as a one-dimensional interaction.

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Our target audience shows interest in our ads by clicking on them or engaging with them, and marketers consider the job done.

But what about developing a series of ads that are all linked to one another?

For example, you could have the first ad setting up the story.

See also  Google Updates Cumulative Layout Shift Scoring

A number of ads follow, either in a linear way (i.e. ad 2 follows ad 1, and it is then followed by ad 3, ad 4, etc) or with a few alternative follow-ups that keep the story open and engaging.

Although this would require some creative effort to set up the ads in a storytelling sequence, from an audience perspective it’s actually quite simple.

Segments can be created to feed on each other with the trigger being whether the user has clicked, seen, or engaged with the previous ads.

4. Broaden Your Strategy By Targeting Life Events

Use business knowledge and data to create new segments to target audiences based on life events.

While these are generally readily available for prospecting campaigns, you can create your own audience segments for your retargeting ads.

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For example, removalists, storage, and utility companies are likely to want to target people that are actively looking to buy a property, since they could also be interested in their services.

Creating a new audience with the targeting criteria as per below will help reach out and engage with website visitors that are on the move.

demographics displayed on Google AnalyticsScreenshot from Google Analytics, January 2022

Why is this important?

Because knowing the why – the reason why someone is interested in our products or services – allows us to greatly refine our messaging strategy and personalize the user experience.

Continuing with our example, and assuming you run a storage company, you could retarget your in-market audience with a message like this:

setting up the story in adsImage created by author, January 2022

5. Contextual Retargeting

Continuing from the idea of retargeting users based on the moment they are in, something similar you can do is to create audiences based on social and demographic profiling.

For example, you could segment avid TikTok or Instagram users and retarget them based on the context they are in.

A higher education provider such as a University or College could create ads and campaigns that are triggered when their users are in a specific location or attending an event of public interest – when they are in the proximity of a campus or attending an Open Day, for example.

Here, the profiling and segmentation of our audience is key to the success of the ads as you must understand our target users and their expected behavior.

6. Retargeting Users That Have Run A Site Search But Not Transacted

An often underutilized resource, site search can be turned into a powerful way to gather valuable information about our website visitors, especially those that haven’t converted.

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Going back to Google Analytics, you could create a new audience by selecting the following criteria to segment our audience.

First, you need to specify the conditions which will define our filter, so after going into Audience Builder you choose Conditions, and select Site Search Status equals to Visits With Site Search.

After that, you can add an additional condition and select AND Days Since Last Session is equal or less than 2, if you want to focus on retargeting warm leads.

See also  10 Things You Need To Know To Be Successful

For the last condition, you also add the AND operator and select Transactions (per user) are equal to 0.

Now you can save the filter and create the audience.

For a practical example, imagine being a florist in the business of selling online fresh flowers delivered locally and nationally.

It is sometimes impractical to have a website that can cover every possible flower type with a dedicated page, or at times availability could be scarce and the stock quickly sells out.

So it is common for users to use the site search.

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In this case, you could retarget our new audience with display ads as soon as stock is back on sale, or offer an alternative arrangement.

7. Retargeting Our Most Valuable Audience Segments Through (Buying) Personas

The concept of personas has been around since the beginning of marketing.

But we often think about them as a complicated piece of work that requires a lot of time and effort to put together.

In reality, anyone with access to website analytics is likely to be able to at least create a simplified version of personas.

For example, in Google Analytics, it’s easy to identify the gender, age, location of our most valuable customers.

But not only that – you can see what device they use, the model and OS, when they are most likely to be active on our site, and much more – including what they are (broadly) interested in and even what they are looking to buy (in-market).

With that information, you can create audiences based on the same exact traits and specifically retarget them after they have visited our site.

The advantage is that you can create ads and campaigns that specifically talk to them and in the way that is most likely to resonate with them.

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See How to Use Website Traffic Analysis for Persona Development to learn more.

Final Thoughts

For many years now, we’ve been told personalization is key in all things marketing.

With increasing channels, competition, and the difficult markets we may now find ourselves operating in, it is certainly important.

Retargeting is often be overlooked and underutilized but as we’ve discussed, it doesn’t have to be a complex undertaking.

You know your customers and no doubt have the information you need.

Investing a bit of time and using the points above, you can convert more of those warm leads with smarter segmentation for your retargeting campaigns.

Not only will you add incremental value but you will also engage more personally and successfully with your customers, creating better experiences with your brand.

And that’s a win.

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More resources: 


Featured Image: mentalmind/Shutterstock





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A Simple (But Complete) Guide

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A Simple (But Complete) Guide

Making money via blogging is real. Whether you’ve just started a blog or have been running one for a while, implementing tried and tested tips can greatly help you increase your blogging income. And that’s what you came here for.

But before that, here’s my story.

I started blogging in 2012 (when “Blogspot” was a thing). Over the years, I’ve started and run multiple blogs. While a few have been successful, a lot of them failed. 

However, blogging has changed my life completely. It has helped me generate side income, get freelance writing opportunities like this one from Ahrefs, job offers, and more.

And I’m super excited to share everything with you in this guide, which I’ve divided into two parts.

Let’s dive into the first.

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Four steps to start driving traffic that you can monetize

Many people who start blogging believe they need huge amounts of traffic to earn a decent income. However, that’s not true. 

High traffic doesn’t necessarily translate to higher income. 

No matter what niche you’re in, focusing on driving traffic that you can monetize is critical. You can do this in four steps.

Step 1. Choose a profitable niche 

Today, people blog about everything, including knitting. But not all niches are profitable.

For example, niches like making money online, finance, and health are more profitable than gardening and outdoor sports. 

However, it’s also a fact that the most profitable niches are often the most competitive, and choosing them may lower the chances of your success. 

Hence, the first step before starting a blog is to check if the niche is profitable and how competitive it is.

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Look for affiliate programs 

One quick way to determine if a niche is profitable is by checking the number of affiliate programs in it. You can do this via a quick search on Google. Try searching for niche + affiliate programs, e.g., “knitting affiliate programs.” 

Google SERP for "knitting affiliate programs"

You can also check the top blogs in the niche and see if they’re:

  • Selling any digital products.
  • Promoting any product as an affiliate.
  • Providing consultancy services.

And more.

Page about knitting materials reader needs to follow tutorials

Check the competition 

Choosing a less competitive niche has multiple advantages. For example, it can help you attract organic traffic faster. Here’s how to do it.

1. Look up the topics you want to write about on Ahrefs’ Content Explorer.

Ahrefs' Content Explorer search results for term "knitting"

2. Switch to the “Websites” tab to see the top 100 websites that cover the topic.

List of top 100 websites in Ahrefs' Content Explorer

3. Click through to the Organic Keywords report (in Ahrefs’ Site Explorer) from the caret next to the domain name in Content Explorer.

4. Check the Keyword Difficulty (KD) score, Cost Per Click (CPC), and traffic for each of the top 50–100 non-branded keywords. 

Organic Keywords report results in Ahrefs' Site Explorer

If you’re still confused about which niche to pick, we recently covered the six best niches for affiliate marketing that are both profitable and uncompetitive.

Write what you’re passionate about 

More than the profitability and competition of the niche, your passion for the niche plays a huge role in the success of your blog. 

When you’re passionate about something, you can write effortlessly for a long period of time without worrying about traffic and revenue. It also gives you a competitive edge, as the published articles will be unique and impactful (because they will contain your personal experience). 

To summarize, you should choose a niche that:

  • Is profitable.
  • Has low or medium competition.
  • Is something you’re passionate about (most important!). 

https://www.youtube.com/watch?v=l45QlTFNWaQ

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Step 2. Develop the right mindset 

Developing great content takes a lot of time. So even if you’ve chosen the perfect niche, it will take a long time for you to build an audience that you can monetize to generate blogging income. 

Hence, compared to something, e.g., freelance writing, where you earn money after every article you write, a blog requires a lot of consistent hard work and time.

This is why having the right mindset is critical. Here’s my advice to anyone looking to start a blog:

  • Start a blog for the long haul, as it can take multiple years to see any significant results
  • Block a time (e.g., around 30 minutes) every day for blogging 
  • Focus on content quality and promotion rather than revenue in the early stages
  • Don’t blog full-time unless you have a predictable income coming in every month and/or have a comfortable emergency fund
See also  Google Still Uses Original Page Titles For Search Rankings

Step 3. Build credibility

Whether you’re promoting an affiliate product or an ebook, readers will be much more likely to convert when they trust you. 

Building credibility may seem more important in a few niches (e.g., health and fitness). But if you’re serious about growing your blogging income, you should focus on credibility too.

Also, building trust among your readers takes time. However, you can get started by:

  • Creating a good About Us page. Try telling your true story (as Pat Flynn has done in the example below) and why readers should trust what you write. We’ve briefly explained how Wirecutter does it in our SEO case study.
  • Showcasing comments and shout-outs from readers. 
  • Sharing website metrics like monthly visitors, number of email subscribers, and students (if you sell a digital product).
  • Showcasing websites you’ve been featured in (also in an example below). 
Page about Pat Flynn
Publications (in grid format) that Ryan Robinson is featured on

Step 4. Focus on building an email list 

Email is not just another distribution channel. 

Email subscribers are your true fans. And whether you want to promote a blog, launch a new course, or plug an ebook, there’s no better way to launch and drive traffic than by sharing the content with your email subscribers. 

You can get started on building an email list by adding a blog subscription box in the sidebar or promoting an email newsletter. A few other popular ways of building an email list are by:

  • Providing checklists as content upgrades (see example below).
  • Launching an email course.
Page to download free basic budget template

Six ways to make money blogging

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Before getting into the different monetization ways, here are some things you should keep in mind before leveraging them:

  • While diversifying your blogging income is important, you don’t need to capitalize on all the different ways.
  • Try focusing on one monetization method at a time. 
  • Never scrape off a monetization method until you’ve given it enough time. 

That being said, here are the six main ways to make money blogging:

  1. Advertising
  2. Affiliate marketing
  3. Sponsorships
  4. Selling digital products
  5. Paid communities
  6. Consulting and freelance writing

Let’s look into each of these in more detail.

1. Advertising

Let’s start with the most popular monetization method: advertising. Most bloggers start their journey by leveraging ad networks—the most popular being Google AdSense—to generate income. 

How do bloggers make money through advertising? 

Most advertising platforms pay a fee for every thousand impressions, also known as CPM (cost per mille). This depends on various factors like the user’s location, type of ad, and the advertiser. 

For example, impressions from geographies like the U.S. and U.K. will earn you a higher advertising income compared to impressions from Asia. 

A few popular advertisement platforms are Google AdSense, Media.net, and PropellerAds.

Drawbacks

  • Most ad platforms give you limited control over the type of advertisements you want to show your readers. 
  • Advertisements also hurt the user experience of the reader. This can be minimized by placing the ads in the right places and reducing the number of ads per page. 
  • When compared to other monetization methods like affiliate marketing, income from advertising per visitor is the smallest. 

Featured website – Search Engine Journal

Search Engine Journal is a popular blog in the SEO niche that leverages advertisements as a monetization channel. Since the majority of its content is about marketing and SEO news, advertisements make a lot of sense for the blog. 

Example of ad on SEJ article

2. Affiliate marketing 

Affiliate marketing is the most effective monetization method bloggers can leverage to generate income. Unlike advertisements where you get a few dollars per thousand impressions, affiliate programs pay you up to 90% of the total sales generated through your referral link. 

From Amazon to GoDaddy, many companies have affiliate programs. And joining most of them is fairly simple. 

How does affiliate marketing work? 

When you join any affiliate program, you’re given a unique referral link. Any sale generated through this link is attributed to you for a certain period of time (usually one to two months). 

Companies pay a percentage of the total sales generated from your link in the form of affiliate revenue. This is usually a fixed percentage that can increase upon negotiation or when you’ve successfully reached a certain milestone. 

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For example, if you run a blog about gardening, you can recommend gardening equipment by sharing Amazon affiliate links.

See also  Google Unveils New Ads Manager Tools For Video Ads

Recommended reading: Affiliate Marketing for Beginners: What It Is + How to Succeed

Best practices to follow

While joining an affiliate program and promoting a certain product are fairly simple, here are a few additional best practices that you should know:

  • Before joining any affiliate program, be sure to read the guidelines to understand things such as commission, minimum payout threshold, and more.
  • You should track your affiliate links using WordPress plugins like Pretty Links or other similar tools. 
  • You should ensure all affiliate links have nofollow or sponsored attributes. This is an SEO best practice. 
  • For authentic and detailed product reviews, try to use the product yourself if possible. Most software affiliate programs are open to providing free access to the tools for a limited time. You can also survey your readers to gain insights. 

A few popular affiliate platforms are Amazon Affiliate Program, ShareASale, and ClickBank.

Featured website – RyRob.com

Ryan Robinson runs RyRob.com, a popular blog in the “make money online” niche. Affiliate marketing is one of the primary ways he earns revenue through his blog. 

Most of the sales are generated through reviews of blogging tools and web hosting companies. You can read one of his latest blog income reports to gain more insights. 

CTA asking site visitors to use Bluehost, a web hosting service

3. Sponsorships

If you’ve been blogging for a while, you may have already received inquiries for sponsorships. This may be in the form of sponsored articles, newsletter sponsorships, advertisement banners, and more. 

Sponsorships are a great way bloggers can earn money. However, finding a sponsor is difficult, especially when you’re just starting out. 

To get sponsors consistently, you need to build a strong brand and have good traffic and engagement numbers to show.

How do sponsorships work? 

Most bloggers are paid a one-time fee for publishing a sponsored article or for a newsletter placement (as shown in the example below). 

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The fee is often based on the reach the blog/newsletter can provide. For newsletter sponsorships, for example, sponsors look at relevancy and metrics like active email subscribers, average open rate, and click rate. 

If you run a newsletter, you should consider monetizing it through email sponsorships. 

Example of a sponsored newsletter

Best practices to follow

  • Be sure to disclose when an article is sponsored
  • Share your honest feedback when writing a sponsored post/review because it’s not worth losing the trust of your followers

In the past few years, more companies have been leveraging sponsorships to generate brand awareness and leads. Here’s an example of Ahrefs collaborating with Harry Dry, who runs MarketingExamples.

MarketingExample's homepage: short write-up about Ahrefs and link to Ahrefs' site can be seen on page

4. Selling digital products 

Selling digital products is a great monetization method to generate blogging income, especially when you’ve built a strong brand. Alongside its scalability, you don’t need to worry about the challenges that come with selling physical products, e.g., shipping.

The best part about selling digital products is that you create them once and sell them forever (while making minor changes).

Here are some popular digital products that bloggers sell:

  1. Ebooks
  2. Online and cohort-based courses
  3. Printables

Ebooks

If you want to experiment with digital products, start by launching an ebook. Unlike a course, writing and then publishing an ebook are comparatively easier to do.

Harsh Agarwal, the person behind the popular blogging blog, ShoutMeLoud, launched multiple ebooks in the past. One of them is “The Handbook to Affiliate Marketing.” 

Page about ShoutMeLoud's ebook, "The Handbook to Affiliate Marketing"

The ebook was launched a few years ago. Since then, it has generated a consistent monthly income for Harsh. After publishing it, he just had to spend a few hours every year refreshing the content. 

A few popular platforms for selling ebooks are Gumroad and Payhip.

Online and cohort-based courses

Online learning has exploded, and the recent pandemic has fueled its growth further. People want to learn from their favorite creators who’ve already made it big in a particular niche. 

Most successful bloggers run online courses, and it’s also often their top three income sources. For example, Ryan promotes the course “Built to Blog” on his blog, RyRob.com.

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Page about the "Built to Blog" course

Even though courses are more impactful and valuable, the sad truth is most students don’t complete courses. 

If that’s also your experience, try cohort-based courses. Unlike prerecorded courses, these courses are online where a batch of students are taught at a time. 

See also  20 Proven Ways To Reduce Your Bounce Rate

A few popular platforms for hosting and selling courses are Teachable and Podia.

Featured cohort-based course – PTYA

Ali Abdaal runs a successful cohort-based course known as Part-Time YouTuber Academy, where he teaches students how to start and grow their YouTube channels from 0K to 10K subscribers. 

CTA asking site visitors to join the waiting list for PTYA, Cohort 6

Printables and more

You can also sell printables on your blog, including cheat sheets, planners, and other templates, to generate revenue. You can also sell digital versions of such content—similar to what Marijana Kostelac does on her blog, Freelance Bold.

CTA asking site visitors to buy project planner

5. Paid communities 

As bloggers, you may already have thousands of engaged followers whom you describe as your “true fans.” 

While you may be interacting with them through comments and emails, you can take it a step further by starting a paid community. 

With platforms like Patreon, Slack, and Memberstack, you can get started within a few minutes. 

Featured community – Peak Freelance 

Elise Dopson started Peak Freelance, a community for freelance writers. Being a successful freelance writer and having contributed to websites like CoSchedule and Shopify, she decided to share her knowledge with other freelance writers—especially those just starting out. 

Starting a paid community is a great way for her to share her knowledge in exchange for a small monthly fee.

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CTA encouraging site visitors to join paid community

Today, communities are more than a platform to get questions answered. You can organize monthly Ask Me Anything (AMA) sessions, host other influencers from the industry, and more. 

For example, alongside the membership, Elise grants members access to monthly town halls, private podcasts, a data library (containing statistics), and more. 

Page showing what all-access members can enjoy, e.g., book club, monthly town halls, etc

If you’re starting out, you can build a free community and plan to monetize it later. 

The secret to any thriving community is that it genuinely needs to add value. 

If you already run a paid community, you can look at scaling it by hiring a dedicated resource who assists you with onboarding, organizing events, flagging spam content, and more. 

Best practices for starting a paid community 

Before you build your paid community, here are a few things to keep in mind. It’s important to: 

  • Create a community guideline and ensure it’s shared with all members. On Slack, you can create workflows that trigger a warning message when certain keywords are detected. 
  • Accept members who can truly benefit from the community. 
  • Onboard new members, but don’t forget to also take feedback from existing members and implement the changes.

6. Consulting and freelance writing

If you’ve been blogging for a while, you may have already received emails from companies seeking your services—be it for consultancy or freelance writing.

In many ways, a blog is a reflection of you and your skills. It is by far the most powerful way to showcase your skills and knowledge. 

I still remember getting inquiries for freelance writing services just after publishing the first few articles on my blog. 

Key steps to follow 

Here are a few steps you can follow to get started:

First, create a dedicated page sharing details about your services. Highlight it by adding a section on the homepage and the menu bar. 

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CTA asking site visitors to book a free chat to discuss Peak's marketing and SEO services

Second, you can increase credibility by adding testimonials and logos of your previous clients and work samples.

Lastly, to filter your leads and get the right ones, make sure to ask different questions such as industry, budget, exact requirements, goals, and more. I love to use Typeform to capture such details, but there are many alternatives out there that are equally good. 

To ensure you generate quality leads, provide all the important details of your service, including the process you follow. You can also answer frequently asked questions. 

Section outlining Peak's process

If you have the bandwidth, offering consultancy or freelance writing services can be a great way to diversify and grow your blogging income. 

Final thoughts

Blogging is much more than just a way to earn passive income. It greatly impacts your personal and professional life in different ways. 

I’m a living example. My blog has helped me to contribute to websites like Ahrefs’ blog, which was a far-fetched dream a few years ago. 

While often overlooked, writing blogs can open new avenues for opportunities, help you learn new skills, improve your craft, get you speaker opportunities, and more. 

Got questions? Ping me on Twitter.



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