So you’re interested in starting a business blog. You should be! Social media and blogs have become powerful marketing tools that can help improve customer service, build your company brand and drive traffic to your website, whether you are a plastic mold service company or Web design firm. Getting started is tough, though, especially if you don’t know where to begin – or if a blog is even a smart move for your business in the first place.
Here are 10 frequently asked questions about starting a business blog.
Your customers are using the Internet to find your products and services and to learn more about what you have to offer. Your website provides the who, what, where, and how much. A blog allows you to go even further – connecting with customers to give them more detailed information about how your products work, why your services are the best, what kind of people are behind your company, who your customers are, and more.
It depends. Despite all the benefits, not every business should have a blog. Identify the objectives of your blog. Do you want to increase traffic to your website? Educate your customers? Connect with them? Establish your authority in the industry? When done right, a business blog can help you achieve all of these. However, if you don’t put in the time or effort, you likely won’t see any results.
Post content that is relevant to your business and your industry. Promote your products and services, but don’t make every blog post an advertisement for your company. Share industry news, office updates, and information on how certain services work. For example, if you are a credit card processor, write posts about credit card processing at pump gas stations, restaurants, and hotels to reach a wide range of customers. Just be sure to keep your blog’s main objective in mind, and to post relevant, interesting content that will spark a conversation.
Ideally, multiple people within your company would contribute to the blog, keeping each post fresh and providing an expert view from various areas of the business. However, not everyone can write. And not everyone has the time to sit down and craft a blog post. For this reason, there is usually one person or one team assigned to updating and maintaining the blog, depending on how many resources your business can devote to it. Ultimately, whoever is writing the blog should be a good writer.
With quality content that is regularly updated. SEO is about more than just keywords; while keywords still play a big role, Google wants to put the most relevant content at the top of search results. To improve your website’s SEO, your blog should:
Because blogging offers a great opportunity to share your content across the Web, you’re generating brand awareness with every post – especially when you write content that continually establishes your company’s message, style, and culture. Writing guest posts on other prominent industry blogs can also help generate brand awareness and drive traffic back to your blog and website.
Share your posts through Twitter and Facebook. Network and build relationships with other bloggers – when you read and comment on other blogs, they’re likely to check yours out and, if you’re posting quality content, share it with their readers. Keep in mind that it takes time and effort to build a blog following. Don’t get discouraged if you don’t see immediate results.
Your blog’s name should be easy to remember and easy to spell. Include your company’s name to reinforce your brand. Whole Foods Market, for example, maintains a blog called Whole Story. Twitter’s blog is simply called Twitter Blog. Don’t get too hung up on the name. A blog name that people will remember will be more effective than a creative one that people will forget.
At least once a week, though posting three times a day or even every day also works. When you start posting multiple times a day, you risk information overload – your readers might not be able to keep up.
There is a number of factors that can help measure the effectiveness of your blog. Set up Google Analytics to track the amount of traffic your blog gets, as well as search rankings, incoming links, and trackbacks from other sites. Track the number of comments your blog receives and how much your posts are shared, liked, and retweeted on Facebook and Twitter. Monitor how many subscribers you have. Analyze and evaluate these measurements against your blog’s initial goals, and grow from there.
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