This week’s blog is about blogging, and why it’s essential if you own a business.
Did you know that companies that blog have 55% more website visitors? (Hubspot 2015).
If this isn’t evidence enough that blogging is essential in business, take into consideration that the evolution of the internet, smarter technology and instant access to information combined has vastly re-shaped the way customers shop.
Most people turn to Google as the first port of call when they want to make a buying decision - so if you are a business owner without a sharp presence online, you’re missing out on a big part of your market.
Blogging is a critical piece of a good marketing strategy and attracting more website visitors. With instant access to information, consumers have more choice and power when it comes to their spending decisions. This means that businesses have more pressure to exist where their buyers are looking, and establish a presence in the digital space.
New content = more website visitors
Each time you write a blog post you create another page within your website to show up in search engines when visitors search the same keywords. Blogging new content is essential if you want to attract more website visitors.
Five tips for successful blogging
So, what should you consider when you blog?
(Not in any particular order)
1. Know your customer
When you first started your business you would have created a ‘customer profile’ – a picture of who your customer is, encompassing but not limited to their age, status, average income, likes and dislikes, interests and concerns. Each blog you write should be tailored to fit the customer profile you painted when you first set out to start your business – using their language, providing information they are seeking out, or offering a solution to a problem they have.
A customer profile is created through a combination of market research, insight and educated conclusions, and is a blue print of the customer you want to attract – knowing the person you are selling to lets you market to them more effectively.
2. Create original content
Just like you saw a gap in the marketplace when you first set out to create your business, create original content to post in your blog. Fresh ideas and insight, expertise covering new ground, identifying a trend or giving specialised advice on a latest industry solution will position you as a thought-leader and establish credibility in the market.
Stuck on content?
Coming up with original content is within your reach, sometimes you just have to think outside the box.
If you own a patisserie, you may have created a new recipe you can blog about. If coffee is your specialty, you might want to blog about different blends and origins. Or if you have a restaurant, you might want to post a recipe at the heart of your cooking style.
3. Give readers something valuable
A travel agent blogging about ‘Top 10 places to travel on a shoestring’ will have more success than a blog solely promoting their travel company. In essence, people care more about finding a solution to a problem than learning about your company – giving them a viable solution will assist you build a credible and trusted brand.
4, Be clear and concise
Blogs should be well-organised, clear and concise. Include titles to organise and break up text, and keep it short and sweet – assume your readers are busy and don’t have time to sift through information.
5. Optimise your blog
This will encourage website visitors and convert more leads in your business.
Use keywords that your target market is searching in Google. A well-written blog will come up when your potential customers search the same keywords (for more information search SEO).
Encourage visitors to share your blog on Twitter, LinkedIn, Facebook and Google+ - always include social media buttons at the bottom. Promote your blog across your own social media and marketing channels.
Always include a call to action at the end. This might be a special offer, a complementary consultation, or a free eBook in exchange for their contact details (you now have a lead).
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