A blog can give your business a fantastic boost online. With the right approach, blogging can draw in new potential customers with strong search engine optimization. You can attract people who have never heard of your company, but are your ideal target market. Once they are there, you have the chance to make a great first impression. But how? How can you really make your brand’s blog work for you and nudge those visitors to convert to paying customers?
First, a few words on what not to do are in order. While your blog is a powerful platform to attract potential customers and convince them that your brand is the one to best meet their needs, you shouldn’t actually use your blog directly for sales. That turns people off. People using search engines to solve a problem are first looking for information, and if they get a hard sell instead, they will click away in seconds.
Think of it is this way. In a bricks and mortar shop, you wouldn’t expect a salesperson to approach you waving a product and suggesting you buy it. Good sales staff know to keep their first approach low key and helpful. They’ll introduce themselves and ask if you have any questions, then invite you to approach them if you think of more questions or require any assistance. Your blog needs to take a similar, but not identical, approach.
So what should you do to make your business blog more powerful? Here are three important steps to creating an effective blog.
Part of your blogging practice should be to watch your analytics and see what works and what doesn’t. You should critique every post after it has been online a couple of days and see how you can make the next one stronger. Blogging, like all aspects of digital marketing, is always changing so you can never sit back thinking you have the perfect formula.
By Irene Hislop
By Rakky Curvelo