Publishing a blog on your business website is a great idea for many reasons:
- It helps Google and other search engines find you
- It positions your company as the expert in your field
- It generates sales leads
- It’s a great way to stay in touch with your customers
- It builds trust and reliability with readers
When done right, your business blog will bring in new customers and boost your bottom line.
But posting regular quality content is difficult. And other — often unintentional — mistakes can keep you from getting the results that you want.
To stay on track and build your business with your blog, try to avoid these three blogging blunders:
#1: Not publishing on a regular schedule
One important factor in people finding your website through a Google search is your search ranking. In order for your website to rank high enough to land on the first page of search results you must have a strategy to optimize your site for the criteria Google uses.
While the algorithms Google uses may change from time to time, that’s a good thing. These days websites rank higher for longer, more detailed content — not just several mentions of keywords or phrases scattered across the page.
Now the emphasis is on quality and consistency. So publishing posts on a regular schedule is a must.
Solution: Create an editorial calendar
- Decide how frequently you will post and commit by writing it down.
- Holidays and special dates in your industry are a good place to start.
- Then tie in seasonal trends or topics.
- Piggyback on news stories, also called “newsjacking.”
- Vary the topics: how-to, list, Q & A, interview, infographic.
You can see how implementing this will help guide your content creation and inspire more ideas. Before long you will have filled your calendar with a year’s worth of blog post topics just waiting to be written. This leads us to the second blogging blunder to avoid…
#2: Forgetting your target audience
Hopefully you know who your ideal customers are. Why? Because it helps focus your marketing efforts, including the content of blog posts and articles published on your website.
Your target audience has their own set of beliefs, lifestyles, fears, and values. You want to write specifically to them by arousing emotion, caring, and desires so that they cannot resist buying. How do you choose the appropriate language and message?
Solution: Create a ‘buyer persona’
- Start with demographics: age, gender, income, education, single/married, etc.
- Then go deeper with psychographics: hobbies, family life, beliefs, worries
- Take questions from customers and create blog posts that give helpful answers. You can ask them to answer surveys or use customer service reports.
Now, with a clear picture of your prospect, you can “talk” to them specifically about how your product or service will benefit them. And when you have them where you want them, don’t make this third blogging blunder…
#3: No call-to-action
So you’ve decided to publish your blog on a regular schedule and defined your ideal prospect. That’s great, but don’t forget the main purpose of your business blog: growing your bottom line. Every word on your website needs to provide value to your customer and guide them to a buying decision.
Make the most effective use of each blog post by connecting the dots for the reader. Whether the post is seasonal, topical, news-y, how-to, a list, etc., always end by telling them what to do next.
Solution: Always include a call to action
- “Click Here” button to take them to a landing page
- “Call now”
- “Send for a free trial”
- “Comment below”
- Any other action that brings them closer to buying
If you need help with your business blog in any of these areas — or any other website content — please contact me today to discuss how we can work together to build your bottom line!