We often get asked how effective business blogging is. As you can imagine there isn’t a simple answer. It really does depend on how you use it and what content you are putting out there. Used correctly business blogging can be a very powerful tool that you should be utilising.
What Do Your Customers Want?
We cannot tell you how many times we have been approached by potential clients saying “our customers don’t read our blogs. How do we fix this?”. This is another situation where the answer isn’t a simple one. But let’s break it down into two points to get a better understanding of business blogging:-
- How to change it for your existing customers; and
- If you are just writing for your existing customers you are doing it all wrong.
So let’s deal with point 1 above first:
- Are you putting out useful fresh content?
- Are you actively engaging with your audience?
- How are you promoting your blog?
These questions almost go without saying. But it’s simple your content needs to be fresh, relevant and engaging.
You should be using your blog to:-
- Strengthen existing relationships
- Establish your business as an industry leader
- Connect people with your brand
- Create an opportunity for customers to reach out to you
For example, we are using a DIY store to explain how:
It’s summer and undoubtedly one of your best sellers is going to be BBQs. But why should your customers purchase from you as opposed to your competitors? Because you put useful information out there of course! If people are investing in a higher-end BBQ they will doubtless have questions. So help them out and give them the information. Help them understand what BBQ is going to work best for them? What is the leading brand? Which works for their budget? Which are suitable for small spaces? How long is the life of the BBQ? In addition, you can utilise the ultimate opportunity to up-sell. What products do you recommend to go with this BBQ? Gas, coal, utensils, covers you name it.
Last but by No Means Least Create a Call to Action
Don’t be one of those businesses that just puts the information online and washes their hands. In other words, this is your use it or lose it opportunity. By using a call to action such as “contact us” you are inviting your customer to ask questions. Customers who trust you are more likely to buy from you and that is a fact.
You can then utilise this really helpful information you have put together. Use it to create helpful and insightful social media posts or create an email campaign. But please remember the golden rules in these two areas:-
- Don’t spam people with email campaign after email campaign. Sending your customers an email every day will simply lead them to unsubscribe or it will end up in their spam;
- Get social media right. Don’t post and go. Engage and don’t oversell. Use a mixture of selling and connection posts. If you need help with this you can see our packages here.
Business Blogging – It’s Not Just for Your Existing Customers
What else does it do for you? Well, it helps with SEO of course. It doesn’t matter whether your ideal customer is reading the whole of your article. If you are using the right keywords they will find you. Blogging is a great way to improve your SEO organically and help you be seen as an industry leader (if you are following the rules in point 1).
The majority of your potential customers aren’t going to read every blog that you put out there. Instead, they will use Google to answer their questions and that’s okay. Google will point them in your direction if you have used the right keywords. But also remember Google has to think you are putting out useful content, you aren’t spamming customers and that you are reliable and consistent. But above all don’t get disheartened if you don’t see immediate results. It takes time to move up Google rankings and remember the age-old saying of “you have to show up”. Potential customers aren’t going to instantly land on your page and trust you.
Instead, you need to be seen regularly to be trustworthy and establish yourself as the go-to authority.
What Can You Do Whilst You Wait?
Whilst you wait to be recognised on Google actively promote your blog. Put it out on social media, engage in groups, use the right hashtags and talk about it.
Another key point to remember is consistency. Above all your business blog doesn’t have to be 4 blogs a month. It really is about quality over quantity and being reliable. Pick a set day each month or every fortnight. Customers/potential customers will get into a routine of checking for a blog on the same day each week, fortnight or month. This way it’s more likely to fit into their routine and even be their regular Friday lunchtime read.
Always Optimise Your Blog
It isn’t just about writing it’s also about optimising. Accordingly, you should think carefully about your keywords, use headings and remember to utilise ALT text. It pays to do your research.
It Seems Like a Lot of Work
Yes, it can be a lot of work but the benefits for your business can be fantastic. Blogging for business really is a useful tool. If you don’t have time to blog for business there are so many talented writers out there who can help. We offer several packages doing just that and are always open to a discussion. So if you need any further advice or want us to write for you get in contact today.