Creating a blog for your business website can generate traffic to your site and encourage new business. It is a cost-effective way to help invite new visitors and build new relationships, while demonstrating what knowledge you bring to your field. Here’s how to create a successful business blog that is informative and useful for your potential customers.
Choose Your Subject
Decide on a subject that is relevant to your readers and your business. This is a great opportunity to demonstrate your expertise in your field, so think about what your readers want to know. Once you have chosen your topic, give a clear indication of what the posts are about through headings, pictures and your opening paragraph. Keep closely to your chosen topic so readers know what to expect when they visit your site again.
Write in a Suitable Tone of Voice
Write your blog in a chatty, informal tone and steer clear of marketing speak or corporate messages. Your readers will look to your blog for information that will help them. If you must include information about your new projects or latest products, label them clearly or put them in their own section entirely.
Decide on the Frequency of Your Posts
Updating your blog regularly not only encourages people to come back, but also helps with SEO, as search engines can tell that relevant content is being added to your site on a regular basis. You should aim to add content about 2-3 times a week for optimum results.
Keep Posts Short
Long posts may be too much information to read in one sitting and readers may get bored. If you have a lot of information to feed to your readers about one subject, consider splitting the content up into a series of posts, perhaps spanning a few days. This will also encourage people to keep reading or come back at a later date.
Use Social Media to Publicise Your Blog
Setting up a Twitter account and updating it with links to new posts or topics can encourage new readers and increase traffic. Ensure you include a comprehensive description of each post before the link so that people know what to expect.
Stuck for Blog Ideas?
Inspiration for your blog can come from anywhere, including time spent out of the office. You may like to keep a pen and notebook handy so you can jot down ideas, or even encourage contributions from your staff. Ask them what they would like to see in a blog of this kind; have they been looking for a post about a particular subject and been unable to find it? Look for gaps in the market and aim to fill them.
Encourage Feedback and Sharing
Never underestimate the power of word of mouth. If possible, encourage your readers to share the content with their Twitter followers (referred to as a ‘Retweet’) or Facebook friends (commonly called a ‘Like’). Both Twitter and Facebook supply free tools that can be added to your site to allow your visitors to do this. You may also like to invite your readers to supply feedback or comments on your posts, either through an online form, e-mail or telephone.
Although not absolutely necessary, you may wish to write a few posts ahead of yourself (or keep a few posts by for emergencies), so that if you fall ill or are too busy to write for a short time, you will still have new content to put on your site.