Blogs are a great way to connect with customers and build your brand, but you do need to approach it in the right manner. Personal blogs are the place for personal outpourings of angst, but it isn’t a good idea to do this on your business blog. So what should you write about and why is business blogging so important?
A lot of small businesses fail to appreciate the validity of maintaining a business blog. They view the exercise as a waste of time because it detracts from the important stuff, such as making sales and building the business. But the truth is that business blogging can do all that and more, and if you regularly write interesting and informative blog posts, you can establish yourself as an authority and build your brand at the same time.
The key to blog writing – and this applies to all blogging, not just business posts – is to create valuable content. People don’t want to read thinly veiled advertising material. They want content that gives them something useful or is entertaining. ‘How-to’ posts are useful in many niches, but you could also discuss industry news or offer an opinion on a subject related to your niche. Don’t be afraid of writing in an informal style. A bit of personality in a blog is a good thing and you are more likely to attract regular readers.
Forward planning is essential if you are time-poor. Instead of trying to fit your writing into a twenty minute slot on a Friday afternoon, plan your blog schedule well in advance. Plan future topics and titles to make it easier; brainstorming with colleagues might help in this regard. You can even write blogs in advance and schedule them for future posting dates if it helps.
Key words are important. Industry specific key words will help to drive traffic to your blog, so think about what key phrases people might use if they are looking for you online. For example, if you are a plumber, you could write a post titled: How to Install a New Radiator.
In general, the more interesting and useful your posts are, the more likely they are to be shared. Make social sharing easier by adding ‘share’ buttons to your posts.
Blogs provide a way for people to interact with your business. Most readers don’t leave comments, but as you gain readers, comments will begin to appear. Make sure you monitor comments and respond where appropriate – especially when someone asks a question related to the business. And don’t forget to install a SPAM filter!
Google Analytics makes it easy to measure your blog’s performance. Use this valuable tool to see where your blog traffic is coming from and which posts are the most popular; it will help you write more effectively in future blog posts.
It is really easy to start a blog to promote your business, but if you find that you are struggling for time, outsource your blog writing to a third party writing service.
