Your business blog can be a powerful tool. It’s often potential customers’ first impression of your brand. It is the port of entry to your sales funnel. Unlike your more static website, your blog is ever changing and (hopefully!) up to the minute and topical. Your blog can make an enormous difference to your bottom line. Are you using it to its full potential?
Your blog should be optimised to hit the top of the search engine results pages with the most appropriate keywords and phrases. It should be visually appealing. User experience is important to draw people further in than the most recent post.
Your blog should be easy to search for, with your posts tagged comprehensively with terms that make sense to new visitors. It should focus on engaging and informing your readers, not selling to them. Promoting your blog with your social media (Facebook, Twitter, LinkedIn, etc.) is important. But that is all 101 stuff. What can you do beyond the basics?
Here are a few things to double check. If you aren’t doing something on this list, try it. It might be just the tweak your blog needs to draw in more sales leads and convert them.
The real root of a successful business blog is simple. It is user experience. All of these things share that root. You need to know what your target audience wants. You need to know what they want from your products and services, and in order to tell them how you can meet their needs, you need to know what they want to know, how they want to learn it and when they prefer to get that information. The more you can empathise with your market, the more effectively you can reach them and sell to them.
So pay attention to the trends, but think about what drives them. Think about how your audience does and doesn’t fit with the current trends in digital marketing. That insight is what will boost your business blog and ultimately your bottom line.
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By Gavin Stafford
By Rakky Curvelo
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