Building A Better Business Blog
Blogging is where it’s at today; there are over 60 MILLION blogs on Wordpress alone! But how do you make your company blog stand out from all the rest? Here’s how.
Find and groom your audience
Every blog has an audience, but the key to success is getting the right audience.
Begin by targeting your current customers. You already know that these people are interested in buying your product or service. They are your client base and it’s them you need to have reading your blog. Hopefully, they will have contacts who have similar interests; special offers, deals, early notice of new products and the like might bring them to your site, just to have a look which might convert to a sale.
Metrics and data are very important to the success of your blog/site. Use this information to find out as much as you can about your regular audience and use this data to target others who fit a similar demographic. It may be, for example, that people are linking to your posts from a different blog and it might be a good idea to advertise on there.
Be the expert in your field
People have come to your blog for information; share your expertise in your particular niche with them. When discussing a product or service, always be honest and give a ‘warts and all’ review. People will appreciate your honesty and are more likely to trust your advice in the future.
Interact and don’t be afraid to show some personality
Your blog is not a boring product brochure; it’s a two way communication street and you should encourage your readers to post their own comments and opinions to which you and other readers can respond. This approach might require moderation in case things get out of hand, but if you can provide a platform that enables people to interact with each other and discuss their favourite topic, you’re onto a winner.
Don’t be afraid to be yourself online. Write as though you’re chatting to a regular customer and work to engage your readers.
Keep it fresh
A blog will only stay popular if it’s regularly updated with fresh, interesting content. If you don’t have time to keep it real, you’re better off to take it down or contract a freelancer in to update it for you.
Make it look good
Your blog should be easy to navigate, neat and clean with engaging graphic content. You can either use the templates provided by most blogging platforms or hire a web designer to customise your blog so that it reflects your company look and feel.
Search Engine Optimisation is a scary tech-term which includes all the behind the scenes stuff that enables search engines like Google to find and rank your website. There’s a good chance that your site will be found anyway but it’s best practice to have some sort of SEO running to make sure that you can be located quickly and easily.
The key to improving your search results if to have other high ranking sites linking to yours, forming a network, if you have multiple websites. Ask your vendors, third party suppliers and even clients who have sites to trade backlinks with you.
These days, virtually everyone has a presence on one or more social media platforms. Make it easy for your customers to access your blog and post content on it by providing a plug-in that offers sharing buttons on every page and post. You can keep your blog in people’s minds too by offering email subscriptions, RSS feeds or simply by pasting extracts from it in your outgoing emails.
Your company blog is your ongoing discussion with your customers. It’s like your local coffee shop; people keep popping back in for a chat, spending money while they’re in there. With a relatively small investment in money and time, your blog can bring you a great return and make you some really useful contacts along the way.
About Alison Page
Alison is a small business owner, freelance writer, author and dressage judge. She has degrees in Equine Science and Business Studies. Read her full story at http://www.theladywriter.co.uk