So now you’ve decided that you too need a business blog to promote your company, services and products. It is a powerful tool – but only when implemented, used and promoted properly. Fail in any one of these three categories and you may just be wasting your time.
Setting up a blog is both cost effective and easy but your attempts will fall short if you don’t keep the following in mind:
1. Content is King
Visitors come to your site to find some type of information. The more information you have on your site, the more people will come to your site to get that information. Getting people to visit a website is half the battle. Once you have them there, you have the opportunity to market your other products and services. Take heed however not to simply have content for content’s sake and stay consistent with the quality and usefulness of content to meet reader expectations.
2. People Are Selfish
Sure you have an awesome product, but no one really likes to be advertised or marketed to. Everyone wants to know what’s in it for them. By blogging, you can provide content and information that your customers and potential customers find valuable. They’re more likely to listen to what else you have to say (about your products).
3. Sites Need to Be Updated
No one is going to come back to a site that doesn’t look like it’s been updated since 1995. Blogging gives you a quick and easy way to constantly update your site. Spend time and invest energy writing new posts and publishing them, providing your audience with timely and relevant information.
4. Build Reputation
People want to do business with someone they trust. Blogging gives you the opportunity to give a lot of information away for free, which builds the reputation that you care about your customers. You have to put your best foot forward at all times to maintain a good impression.
5. Show Some Personality
People also want to do business with other people. They want to understand what your company stands for and what the people who work there are like (which goes a long way towards building trust). Blogging allows you to write a bit more informally, have some opinions, and show off your personality.
6. Be An Expert
If you’re in business, you’re probably an expert at something. You have a lot of valuable information stowed into your head. Blogging gives you the opportunity to show off your expertise while offering something of value to your customers. People want to deal with someone who knows what they’re doing.
7. Listen & Connect
Probably most importantly, blogging gives you the opportunity to connect directly with your customers, potential customers and other industry colleagues. You’ll get some great information about what other people think that you can use to improve your own business. If you can not effectively reach your audience, you will be well served to rethink your content and recalibrate your message.
With a business blog, you need to have clear goals that you want to reach, and then monitor and analyse whether or not you’re reaching those goals from your blogging efforts. There’s no point in writing eloquent blogs that might just be cyber realm poetry if you’re not achieving your business goals.
We recommend the use of Google Analytics for tracking the traffic generated by your blogs. It’s free, easy to use and offers a wealth of features.
Blogging for business forms part of your marketing startegy and as a new skill that you are implementing it will take some time and tweaking for it to achieve the results you have in mind.
Continually marketing your blog is important. Simply setting it up and letting it run is not enough. You have to create awareness for your blog by using other social media channels such as twitter and facebook, your standard email newsletter, getting involved with the blogging community within your niche by commenting on their posts and hosting competitions on your blog to drive traffic toward it.