Business blogging – should you get into it ? Yes, you should.
However, one important point to remember is that no one single marketing action will be a solution all by itself for the achievement of all your business goals.
When a client’s eyes glaze over as I launch into the merits of business blogging, I need to remind them that it is just one of many actions that can be taken to help towards the ultimate goal of more (profitable) business.
So, commitment to business blogging is no more than that – commitment to one more marketing action. Commitment to communicating with your clients at whatever rate you can manage. What nobody wants to see is businesses blogging all day every day at the expense of work that more directly makes the till tick over.
If you are a micro-enterprise with few (if any) employees, then a reasonable target might be to write a new blogpost once per fortnight, or per month if that’s sound more achievable. Do try.
Be aware that a typical post might have an initial lifespan on social media of just a matter of hours. Having said that, its lifespan can be expanded by retweeting or re-sharing at later dates and linking separate but related blogposts to each other. Know that in a fast-moving sector, where lots of posts are being generated, yours will have a much shorter lifespan.
In 2016, a great new service I’ve discovered is Missinglett_r, where even the free plan gives you nine tweet-outs of each of your new blogposts, spread out over a year, with handy little snippets to attract readers.
When writing your blogpost, be conscious of the fact that people may be reading it off-website, thanks to the tools above. Include links back to your site, to keep driving readers back to specific pages, to where you are selling or promoting.
And don’t forget Search Engine Optimisation (SEO).
Without SEO, your blogpost will not be found – in which case, it might as well not exist. The number of blogs I come across that simply do not have any SEO plugin or functionality is huge. Indeed, many more have SEO functionality, but the blogger was not taught about it by their so-called website designer. Essentially, be sure that your post has a unique focus keyword (or phrase) – one that no previous post has had. Make each post focus on a different aspect of your business, a new product or service, a new piece of advice, or a new “how-to”. Go and learn about the basics of SEO and inform yourself about your site. Read this article about Basic SEO.
Is blogging about making sales ? Not directly, it isn’t. It’s about PR. Is PR good ? Sure, but it’s not direct sales. It’s softer, slower, less obvious, more subtle. It’s marketing. Get into it.