Blogs for businesses are a growing trend, and are a fantastic way to promote growth on multiple planes. However, in order to make the most of your blog, you need to understand what a blog is, how it is used, and how to generate the best results for your business. Corey Eridon who blogs about inbound marketing, covers these points in his post, titled “Why Business Blogging Works”. http://blog.hubspot.com/marketing/why-business-blogging-works?utm_campaign=blog-rss-emails&utm_source=hs_email&utm_medium=email&utm_content=12905648
A blog is “a personal website or web page on which an individual records opinions, links to other sites, etc. on a regular basis” as defined by the Oxford dictionary (http://www.oxforddictionaries.com/us/definition/american_english/blog). Basically, your blog should be something worked on regularly, unlike the majority of your website content. An important aspect of a blog is a consistent theme. A blog for a bakery would not write posts about pet care, construction, or sewing but would rather focus on posts such as “Trends in Wedding Cakes” or “Birthday Parties: Cupcakes vs. Cookies”. When writing content for your blog, keep it relevant to your business. With consistent content, there are many ways to use your blog to grow your business. Blogs are not only read by those who visit your website, but are also read by search engines. This means that, with the appropriate content, your blog will show up when someone searches for a word or phrase that is included in your blog posts. Perhaps one of the best things about a blog post is that it’s a continual generator of potential clients for your business. Once published, each post remains on the web forever, and will continue to show up in searches.
Now, how can you use your business blog to increase your number of clients or customers? Two of the main ways your blog can help grow your business is by first bringing readers to your site, and then by building trust between you and those readers. Every blog post written presents a multitude of opportunities. Each reader is an opportunity to make a new client. In order to draw them into your site, your blog should answer questions and provide content desired by those readers.
Building trust is another important element of your blog. In his own blog post, Mr. Eridon writes “People buy from people they know and trust. (And hopefully, like.) By investing in creating content that helps answer questions for your target customer, you're establishing a trusting relationship that makes them more comfortable investing in you as a business partner or solution provider.”
After learning how to use your business blog, you can start focusing on generating leads from your blog posts. One of the best ways to do this is by incorporating ways to interact with readers beyond the blog at a future time. This can be in the form of a free gift, a complimentary service, etc. You ask for the reader’s contact information, and by having a second interaction with them (by shipping their free gift, making good on the free service, etc.) you increase the chances of them eventually becoming a customer or client for you business.
Newton Peach Marketing maintains the blogs of many of our clients, and we would love to see how we can grow your business using your own blog! Give us a call to get started!