Most newcomers and thriving business owners blog as part of their marketing campaign. And if you’re one of them, it means you’re off to a good start.
In a web-centric world, business blogs help you draw more traffic, increase lead conversion and be an influencer in your field. But if you kick off the campaign halfheartedly, failure is inevitable.
How do you avoid wasting time, money and effort in this campaign?
Find Your Purpose
If you start blogging without any sense of direction, then don’t bother wasting your potential readers precious time. They have short attention spans and often skim through blog posts to cut the chase.
You must consider the textual and visual content of your homepage and each blog post. You also have to dwell on facts, benefits and even page aesthetics.
Moreover, remember that a successful business blog uses this formula: clear, concise communication. You have to send sharp, direct messages that pierce through the interest of your target audience.
How do you start?
- Build credibility through a brutally honest and personal About Us page and homepage. A business venture is a story in itself. It has a reason for being. You created a product or offer a service because people need it.
- Use simple words to address specific needs or solutions. Don’t let your visitors lose patience because you’re using flowery words to sell. Focus on your product’s or service’s benefits, rather than its features. And spell out these benefits in a conversational tone, without leaving nothing to imagination.
- Define your target audience. No single business can cater to the need of each customer. You must know your limits and avoid wasting time on the wrong audience.
Now you’ve determined your purpose, use relevant words, images and examples that strike your audience’s emotions. They want business owners who have a good idea what it feels like to be in their shoes.
If you can’t express in simple terms the purpose of your business, take a break and figure it out–or seek help from someone who can. Starting a business blog without a clear goal is like shooting a gun blindfolded.
Support All Channels
The proliferation of mobile technology has led to more consumption of web content thru smartphones and tablets. And your audience are more likely to read and interact with your business blog posts thru their mobile devices.
With this in mind, preview how posts will look like to your readers before publishing on your page and social channels. The best business blog post is mobile-friendly and insightful. And it boosts user engagement with a small touch of SEO.
Assign a Blog Administrator
Most owners have business blogs that rely on guest writers or contributors who only blog occasionally. This is not an ideal scenario.
Without a blog administrator, your blog is bound for failure. Someone needs to helm the ship and guide the contributors with a purpose.
Editorial support, page formatting, page loading time, blog post promotion, tracking and reporting — all tasks that a blog administrator has to cover so your business blog can gain traction.
An excellent strategy is to post blogs at least weekly, so hire a skilled blog administrator and proficient contributors who can deliver.
While a business blog will help reap rewards in the long run, starting one impulsively will unlikely help you reach that goal. If you’re business is unprepared, it will bounce back and hurt your investment badly.
Take your time. Business blogging is not a walk in the park. You must find your purpose, support all channels of your target audience and assign someone who can manage the daily tasks.