When you’ve got a pretty full schedule getting your business off the ground, it might seem like a poor use of your time to start composing a weekly blog as well. Not to mention the vexed subject of conjuring up a weekly topic and having the skill to pull a piece together that sounds professional and authoritative.
Given the complexities of composing a blog, is it really worth putting in the effort to publish one?
Help, don’t hype
Absolutely it is – if you approach it from the right angle, that is. You need to publish a blog not because you feel you’re supposed to but because it can be one of the best tools you have for driving traffic to your website, establishing your expertise and helping you create a list of prospects for future marketing purposes.
It’s important not to view your blog as an opportunity to plug products at every turn – visitors will switch off in double-quick time if that’s all you have to offer. Done properly, though, it will help you connect with customers and start building an audience you can convert to customers.
Solve problems
So, most people aren’t really interested in learning about what everyone in your office did last week, unless you installed a swimming pool for Brad and Angelina and ended up being invited to an A-list pool party. If you want to log company news somewhere – product updates, launch events and such – create a news tab and pop them in there.
Your blog should focus on communicating a message that connects with, engages, informs and entertains your target audience. It should aim to solve the same problem you solve with the products or services you provide.
It’s not all about you
It’s crucial that you concentrate your efforts on solving customer problems rather than conveying generic messages about your company – mainly because it’s the helpful posts that will continue to generate interest weeks and months down the line. These ‘evergreen’ posts can continue to deliver traffic ad infinitum as they’re read, enjoyed and shared.
It helps if the title of your blog reflects a popular search term in your area of expertise – ‘how to keep a swimming pool clean’ or ‘what does a swimming pool cost?’, for instance. But you can also take inspiration from your own experiences to create pieces that will align with customer problems. Review current affairs and news stories relevant to your area of expertise and give as much free advice as you can.
We’ve had great results from this piece on our blog discussing how our readers can sell their businesses fast which regularly ranks in the top half dozen organic Google searches for related keywords.
Create a resource library
Aim to make each blog deliver real, actionable advice to your visitors. If you can do this successfully, you’ll build a library of useful resources that can be accessed by new visitors at any time and will continue to provide value long after you posted them.
Make sure you ask readers to subscribe when they visit your blog. This way, you’ll start to grow your list and you’ll be able to contact prospects who are already interested in what you’ve got to say. Keep delivering quality content and you’ll build trust which will help convert prospects to customers.
Be more visible
Provide the fresh content that search engines love by blogging consistently. Remember that Google prefers natural language patterns, so don’t worry about shoehorning dozens of keywords and phrases. Write for your audience, not for the bots.
Any business can rise to the top of the rankings by doing things better than the competition. Use your blog to communicate expert advice that can help establish you as a thought leader. Focus on becoming a trusted resource for valuable content, and you’ll make it easier to convert.
Draw more traffic
Posting relevant content will allow you to drive traffic to your main website and provide you with a focus for your social media activity.
Every time you blog, you create an opportunity for your audience to share it with others, so use platforms like Facebook, Twitter, Pinterest or LinkedIn to link to your blog. Ensure it’s easy for your social followers to click through to your website and make sure you include pictures (buy, don’t steal). Include inbound links in your blog articles, to direct visitors to specific landing pages.
Building relationships
Blogging gives you a platform from which to connect with prospects and customers. It can be wonderfully interactive, too, if you invite comments and feedback from your audience. Do take time to respond – you might find you receive valuable insights into your customers’ business needs.
Be your brand
A blog is a great way to reinforce your brand values via a less formal route than your usual company collateral. It’s often more powerful because it allows you to show your personality as well as your vision and values.
If you are generous with your advice and go above and beyond in an effort to solve customers’ most pressing problems, you’ll become their go-to guy or gal for information and they’re much more likely to turn into customers. By blogging on subjects of interest to your customer base, you’ll have the opportunity to establish yourself as an expert, developing relationships and connecting people to your brand.
Remember: deliver value, build a resource library and be generous and your blog could become one of the best and most effective marketing tools you have.
