Why Should I Blog About my Business?
Business blogging? Oh yes. You have a tab on your website, and you’ve done a few posts, but keeping it up to date is such a… drag.
You’re a business owner or solopreneur and have too many other things to do. There are orders to place, suppliers to negotiate with and client visits in your diary. And then there’s the invoicing, and the tax return. And hell, you’d like to have the occasional evening of mindless TV watching (you’re only halfway through Breaking Bad, and really want to finish it). You compare business blogging to the ironing. It makes you look smarter, but (let’s face it) it isn’t entirely necessary.
OK, it’s true. The sun will rise, the sun will set. You will continue to get recommendations and your local advertising will continue to look like it’s working.
But don’t you want more? Want to expand your client base or be recognised as the go-to source of expertise in your field? Yes? Read on…
Why should I Spend Time Business Blogging?
Here are three good reasons:
- You’ll increase your website’s visibility on search engines. Meaning that potential customers running a search for your services will be more likely to find you, and find you quickly. Google & co. favour websites that are well tended, relevant and have regularly updated content. Business blogging is a simple way to tick this box.
- You’ll look like an expert. No-one know as much about your business as you. So tell your visitors about the top tips for fixing a dripping tap or easing neck pain. It won’t take away your business, but a well-planned business blog will reassure your potential customer base know that you know your stuff.
- You’ll increase your social media currency. A business blog is just the thing to post. On Facebook, Twitter, LinkedIn. And a good content gets shared. So you’ll get more eyeballs. Which means more exposure, and hopefully more clients.
Six Brilliant Business Blogging Tips
Have I convinced you? If so, here are six tips to help you find your business blogging mojo:
- Keep it regular. Monthly will do. Fortnightly would be better. Weekly would be wonderful. Regularity is the thing that counts. If someone visits your site and sees the last time your business blog was updated was 3 months ago then what? Yes, you’re busy. But perhaps too busy. That’s not the message you want to send your customers. Regularity shows you are present in your business and on top of things. It shows you are on top of current trends and in touch with your clients’ needs.
- Be flexible. It doesn’t have to be 1,500 word essay every time. A photo-story would hit the spot, a review or report on a convention you attended could work. But you must make sure each post in your business blog is relevant to your potential clients and include enough substance for search engines to index. Your page content is crucial, but also pay attention to the page title, headlines, alt tags (descriptions) on images and metadata.
- Get some help. Consider guest blogging with a complementary business, work with a copywriter, have a blogging binge while you watch Breaking Bad: do what you need to do to keep your business blog up to date.
- Stay interesting. If you want your business blog to be read, it must be relevant to your target customer base. A review of a new restaurant is good if you work in party planning, but would be hopeless if you were a plumber. Better for a plumber to create a blog post about water-saving tips, or create a review of the top five online bathroom retailers. Think about the sort of questions you get asked about your business. What’s useful to your target customer? What’s interesting to them? Think from your customer’s point of view and you’ll get some usable ideas.
- Plan it. Make a programme of blog posts and stick to it. Build in time for writing, reviewing and image searching. If you’re posting weekly then don’t feel you need to recreate War and Peace each time; you’ll burn out (and so will your readers). But if you are planning a less frequent posting plan, then balance out that lack of frequency with meatier articles.
- Share it. There’s no point publishing brilliant content if you’re going to keep it hidden on your website. Plan a sharing plan and make time to execute it. There are lots of slightly geeky but brilliant ways to make sharing your content easy. Make them work hard for you. You get a double benefit whammy: more readers, and better search engine indexing. The more your business blog gets shared through trusted sites, the happier the search engines will be to push up your page-rank. What’s not to love?
It’s possible that the thought of this fills you with horror. So think about working with someone to manage this for you. Some copywriters will manage your blog for you in its entirety. They’ll plan, research and write regular pieces for you for a set fee. Of course you need to input and approve, but if you’re keyboard-shy this could be the answer to your business blogging prayers. In case you were in any doubt, my services certainly include business blogging. Get in touch if you think I could help you.
Your business blog can become a winning tool in your marketing arsenal, and for very little financial investment. Keep at it, stay authentic to what you and your business stand for, and you’ll soon be reaping the benefits of your business blog.