When it comes to marketing your business, it’s difficult to work out what’s worth doing, and what would be a waste of money. And even once you’ve got it all sorted, it can be a challenge to find the time to do it all, especially if you’re running the business on your own. But one thing we will always encourage business owners to do is get blogging for your business! Your prospects are begging for information on your industry, looking out for an expert they can trust to help them out. That’s you. But are you giving your prospects what they want, or are you failing to deliver? This week’s blog is all about making the most of your business blog, and getting it to work harder for you.
Understand Your Audience
Before you put pen to paper (or finger to keys), you need to know who you’re writing your blogs for, and why. If you don’t know this, then your blogs can’t ever get you the results you want! So, who is your target customer? How old are they, and what do they do for a living? How much knowledge do they already have of your industry, and what do they want to know? Are they someone you can speak to in a casual, friendly way, or do they expect strict professionalism from you? Once you’ve got that fleshed out, you can start to figure out what your blog is for. Do you want to use it to promote products to this audience? Generate an email list for marketing? Or maybe you just want to educate them, and show them that you know your stuff? This all helps you work out what your blogs will look like, and what they need to include to be successful.
Know Your Keywords
Keywords are a staple of all good blogging, especially if you’re looking to get on Google’s good side. If you’re not sure what they are – keywords are words or phrases that people often use when searching for businesses like yours. So for example, if you were a business coach in Berkshire, you would want to new customers to find you when they search ‘business coach Berkshire.’ You can improve the chances of being found by including those keywords in your blog posts. Thanks to Google’s algorithm changes, the best results often come from long-tail keywords, which is just a fancy term for longer, more complicated strings of words. If you’re not sure what keywords you should use, do a little research using the Google Adwords keyword tool for some ideas.
One of the big advantages of blogging is that it signals to Google that you’ve got some nice, new content for it. That’s one of Google’s favourite things, so it pushes you higher in the search results. But only if you’re doing it regularly. So write yourself a blog schedule, and stick to it! This will help you remember to produce content on a regular basis, and will improve your search results significantly, and make Google a lot happier in the process. And your readers too! Erratic blog posting can put off your readers, and makes your business look a little sloppy. By posting blogs regularly, people get into a routine of when they can expect content from you, and they even start looking out for those posts. But if they go to your website and notice you haven’t blogged for over a year, they might start to question if you’re still in business. And you definitely don’t want to be giving off that impression!
Show Off Your Knowledge
Most unsuccessful blogs have one thing in common – they focus on promoting services and products, and not on showcasing knowledge and giving information. The most compelling blogs are written by experts, but they aren’t talking about their services. Instead, they are discussing popular topics and giving their thoughts on them, sharing knowledge, tips and advice, and addressing the wider issues their client base has. In fact, the best blogs don’t even necessarily relate to the writers offering at all – instead they focus on demonstrating expertise and building credibility and trust that way. For example, if you ran a cleaning business, you could publish tips for keeping your kitchen clean, ways to remove stains, how to’s for cleaning difficult spots, DIY methods and themed blogs all around keeping your home or business clean.
So there you have it – just 4 tips that can help you improve your blog writing skills. Blogging is a fantastic tool for branding, trust building and marketing, and when it’s done right it can be a real asset to your business. If you’re not sure where to start and could use some help, give us a shout and we will be happy to help!