Blogging Shouldn’t Be Viewed As a Pain, But a Key to Marketing Your Business
Whenever I talk to clients about blogging, they get a very pained look on their faces, start to squirm and begin looking at their watch (if they’re old-school) or phone. There’s a perception that blogging is a painful, time-consuming task that yields few results.
The reality is this: The way people find businesses is either through word of mouth or via a web search. If they hear about your business or are referred, 99.9% of people will first go to your web site to see if you’re business is legit. If they’re googling to find a business like yours, your web site is what’s going to hook them. Whatever path they take, when they get to your site, there’s nothing that will serve to represent you as a thought leader, a vibrant business and an expert than a strong blog.
A blog helps you to provide useful information for ‘shoppers’ to help them land on you based on your expertise and take on things. It helps them to see that you’re actually moving forward, as opposed to leaving your site to stagnate year after year. And, it grows content for your site. That’s the name of the game in SEO.
OK, so there it is. We all get that part of it. But the perception, again, is this this blogging thing is painful and a time sink. It doesn’t need to be that way. Here are some strategies for creating and maintaining a robust blog…
- Your blog doesn’t need to be long – 3 paragraphs or less will do. But however long it is, make sure it’s relevant to your business and if possible, make it a learning resource for your clients and prospects
- If you’ve got staff, rotate the responsibility for writing the blog. That way, one person doesn’t need to do it every time.
- Once or twice a month is plenty. Weekly, especially if you’re sending it out via email as well, is too much and will lead to unsubscribes. And that high frequency will also burn you out.
- You don’t need to write a full blog every time. If you’re into your business, you’re no doubt reading a lot of industry news. If you read an article that you’ve got an opinion on, write a paragraph that represents your take on it, then link to that article. This tactic is also good search mojo.
- Make it fun. Don’t always be about business and don’t take yourself or your business too seriously. A blog is a conversation, so once in a while, have some fun with it. It’ll also help to make it less of a chore.
- After you’ve posted your blog, be sure to either send it out via something like Constant Contact or to post a link to it on every social network you’re on… or better still, both. That will help to move eyeballs to it.
- Write your posts in batches. Create 4 or more at a time, then schedule them for publication at later dates. That way, an hour or two of writing, then your done for a few months.
- Keep an eye on the comments, if you’re allowing comments. Engage in the conversation if you do get comments. That’s what it’s all about.
- Publish a video on youtube and incorporate it into your post. Video will engage a good part of your audience and will help you gain a presence on youtube. This doesn’t need to be anything fancy, just you talking about your topic.
Well, there you go… Blogging doesn’t need to be drudgery. Do them in batches or share the workload. Remember the benefit to your business – it will position you as an expert and help people find you… blog on my friends!
Here’s a great infographic on blogging: https://www.pinterest.com/pin/110478997086576844/