If you’re in the business of promoting YOUR business, you definitely need a blog! In 2017, 66% of marketers reported using blogs in their social media content. (Social Media Examiner). And it was confirmed that editorial such as blogs definitely helps drive sales: 47% of buyers viewed 3-5 pieces of [blog or online] content before engaging with a sales representative. (Demand Gen Report, 2016).
Here are our top ten blogging tips for businesses:
1.Post your business blogs weekly, ideally – more if you have the time or resources. Confused about wordcount? Between 400-1000 words usually allows sufficient ‘meaty’ blog content to inform readers, and please the Google-bots indexing the information.
2.Make sure your blogging content is targeted to your audience – this could simply be their niche interest (e.g. for customers of an equestrian retailer, it could be eventers or dressage riders), or it could be their age demographic. Naturally, your visual marketing assests (Facebook imagery, social media infographics etc) will tie-in to the blog appearance and ‘tone’. You can imagine how a blog targeted at teens would differ visually from that aimed at Managing Directors!
3.Work out which social media platforms you will use – few businesses have the time or resources to use all of them, so choose a small, synergistic selection. (Facebook is still the easiest and most user-friendly to attract followers within the B2C sector, as it’s easy to ‘amplify’ your blogs via cost-effective ads and boosted posts.)
4.Have you utilised ambassadors for your brand? This remains an invaluable key to successful marketing. With their agreement, you can ‘by-line’ your business blogging content to them (e.g. it appears that they’ve written the content on your site), to create authoritative editorial blog content that’s very ‘shareable’ by their fans.
5.Don’t be a closed book in terms of working with other relevant companies. Are you a retailer of ‘Brand X’ shampoo? Could you work with the manufacturer of the product or the wholesaler, to exchange content and ideas?
6.Work out who your influencers are, in your sector – in equestrianism for example, this may be competitors, trainers, elite riders, equestrian publishers and the like. Those who are social media savvy are preferable! Make a shortlist of names, and then track down their social media handles and like their social pages, with the aim of engaging with them.
7.Check that your business blog content is interesting and informative. Yes, you can include some product or service links, but there has to be a benefit to reading the content, if you want it to be shared and truly enjoyed – however, just having the content online with relevant keywords, tags and optimised SEO will be beneficial – remember, you have two audiences – actual people, and search-engine-bots that are indexing the internet’s blogging content! (Kathy Carter recently completed an SEO Content Writing course, to ensure she is up to date with the latest Algorithms and best practice.)
8.Be clear before writing your blog post – and each post may have a different aim – in terms of what your goal is. Do you want your readers to take action after reading your post – ‘click here to buy,’ for example; or do you simply want to inform them and build trust with your prospects and customer base? Is it a well-informed ‘how to’ article; a fun, ‘top ten’ list-based article that will get shared for laughs; or something relating to a new launch, news story or product development story?
9.Get organised with your business blogs – ascertain how often you can post – and bear in mind that it takes longer than you think to create the content, and upload and format the post with images, as well as filling in any SEO-plug-ins. Create a plan or chart showing who will create the content, and detail any relevant info in a separate column – any suitable trade shows to mention; calendar dates to reference (Valentines, Black Friday etc); seasonal relevance to your products (products linked to the weather perhaps, seasonal produce, sunburn, holidays etc) and availability of your products.
10.Consider utilising a content writer like Kathy Carter to take away the pain of creating and managing your own blogging and content schedules! Kathy will tailor a schedule of blogs to suit your product range or service (B2B/B2C).