Let’s face it: keeping up with a blog of any kind is hard work. Not only do you have to stay on top of your publishing schedule (especially if you upload multiple posts each week), but you also have to make sure the quality of the content stays consistently high and interesting to readers.
Now that we’ve discussed all of the hassles, having a business blog is a powerful weapon for delivering high-quality, targeted information to your customers and potential customers. When done right, a business blog can generate a reliable stream of new leads day after day, month after month. Sound too good to be true? In this article, we’re going to cover a few simple tips that you can begin implementing immediately to get your business blog in tip-top shape.
If you’ve just been publishing posts for the sake of putting up more content, it’s time to rethink your approach to business blogging. The first thing you need to do is set some goals that you want your business blog to achieve. What do you want to get out of it? Whether that be collecting more emails, getting subscribers, or driving sales, you need to set some concrete goals to start working toward.
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Step two is where you figure out the purpose of your blog. Why are readers going to invest their precious time in reading your content? What makes it special? Every blog post should leave your readers with something useful. Even if it doesn’t help them solve a specific problem, so long as they feel like they’ve gained something valuable, they’ll keep coming back for more.
To ensure you attract customers through your business blog, define the audience you’re after. Who do you want to read your blog? While it may seem like a good idea to try and cater to everyone, when you narrow in on a set audience, you’ll be able to better craft content that fulfills their needs. Remember, your blog posts need to be focused on providing value rather than a sales pitch.
As a business, it’s easy to get caught up in the act of pushing sales messages through every marketing channel you can think of. Even though that may seem like the goal of your company, when’s the last time you paid any attention to a brand that was trying to sell you something directly? Most people run at the slightest smell of a sales pitch. When you start trying the pushy salesman approach, you’re more likely to scare off readers than attract new followers.
You need to start thinking about your blog from the perspective of the reader. They want to know what’s in it for them, what they’re going to gain from their time investment. Publish content and topics that provide your readers with an abundance of relevant value. While this may sound counterintuitive, the less you try to pitch your readers, the more customers you’ll gain.
We live in a fast-paced world where content is king and there are dozens of companies trying to get your attention at any given time of day. In order to cut through the noise and stand out to readers, you need to come up with titles and headlines that play on their emotions and offer a specific benefit. A reader’s eyes are constantly roaming around the screen, so you need to put something in front of them that anchors their attention and makes them curious.
Just like we discussed in the point above, readers are always looking to find what’s in it for them, so make things easy by stating it up front. By that same token, just because they clicked on your blog post doesn’t mean you’re out of the woods yet. A lot of readers will quickly scan headlines to make sure the information contained within is relevant and worth their time.
If you don’t know how to do this, a good way to learn is by studying the titles and headlines of other popular blogs in your niche or those that you like to follow.
Okay, so you landed a reader and, after scanning through briefly, they’ve decided that your blog post may be worth their time. Good job! Believe it or not, you’re still at risk of losing them if they don’t find the information you’ve promised, if something like social media pulls them away, or if your post is not engaging enough. Every blog post needs to start with a strong opening paragraph that reassures the visitor that they will get what they came there for, and entices them with a reward (or something of value) if they read through to the end.
One of the best ways to accomplish this is by telling the reader what they’re going to get out the article (reinforcing the title) and how this will make their life easier. They clicked on your blog post because they thought it would help resolve a specific problem they’re having. Empathize with your reader and explain that you understand the struggles they’re going through while also having a solution for them.
One of the biggest mistakes that business blogs make is feeling the need to use a corporate tone that removes all personality while simultaneously sabotaging potential relationships with readers. A good blog post should be conversational in tone and engage the reader by being written in an active voice that makes the whole thing a lot more personal. You want to convey your professionalism and expertise, but you want to the approachable expert.
Write it as if you’re sitting down with them and having a conversation over a cup of coffee. Make it comfortable and natural rather than robotic and one-sided. Another way to instantly make a connection is by asking questions. This helps to engage the reader. Don’t you think? Also, don’t worry about following every rule of grammar to the tee. Think about the way you talk with friends. Do you talk in perfectly structured, formal sentences? Or, do you use some slang here and there along with a more relaxed tone?
Your customers are humans just like you , so don’t get caught up personifying the voice of a CEO with the lavish lifestyle. So long as you stick to these tips, your business blog will start generating valuable leads in no time!