If you’ve been blogging for your business and you’ve not seen a return on your investment, you’re not alone. So many companies blindly embark on the blogging bandwagon without taking the time to understand what business blogging is and how to make it work. If your business blog isn’t boosting your bottom line, there is still hope to achieve a return on your content marketing foray. Here are the four top reasons your business blog may not be performing as well as it should, and several steps to take to turn your blog into a marketing success.
Are You Pushing Products Instead of Publishing Information?
Contrary to popular belief, most consumers aren’t getting online just to make purchases. While there are lots of commercial transactions happening on the internet, there are just as many, if not more activities going on online that are vying for consumer attention. However, when consumers are in buying mode, they’re often hitting the net to research their next purchase. Unfortunately, a lot of small business owners are throwing away advertising dollars by pushing products when they should be pushing information.
Solution: Too many people don’t realize a business blog should offer relevant information to consumers. Blogs are about developing relationships with customers by providing something of value. You do this by sharing information, educating consumers, and demonstrating how your product benefits buyers. Tutorials, eBooks, press releases, photos, and presentations are great blogging add-ons to increase value for readers as long as your content is focused less on selling, and more on helping consumers.
Resources: Those using WordPress can easily embed slideshow presentations into posts and pages using SlideShare for WordPress by Yoast.
Do You Have a Content Marketing Strategy?
If you’re posting content willy-nilly with little or no thought about the big picture, you’re missing the point behind having a blog. Your blog is a vehicle you use to reach your target audience. If you’re posting a few things here and there, or not planning ahead, how can you make the most of this opportunity to develop a relationship with your readers?
Solution: Get out your copy of this year’s calendar and start drumming up ideas about the types of posts you’re going to publish. You can tie in content with seasons and holidays, let customers know about seasonal or yearly promotions, or develop a general idea of the material you’ll be covering. Make sure you schedule posts regularly, once a week or every other week to develop consistency and continuity in your postings.
Resources: If you publish content using WordPress, you can make use of this editorial calendar plugin to schedule posts months in advance.
Have You Cross-Posted Your Content on Social Media?
First of all, does your business even have a social media site? If you have a blog, but you don’t have at least one social media channel, you’re crippling your content marketing efforts. Social media is a great way to develop a relationship with customers and improve your placement in search.
Solution: You don’t have to have a presence on all social media networks, but having one or two profiles out there is ideal. Many businesses maintain a presence on Facebook and Twitter. Artists often maintain Pinterest profiles, and if you have videos of your products or creations, YouTube may be a great network to explore.
Is Your Blog Visible to Consumers?
Does your company website link to your blog? Is your blog displayed on the front page of the company website? At the very least, can people read a few select blog posts on the front page of your site? If you answered no to all of the above, chances are, no one is reading your blog.
Solution: If you don’t have a link, add one. If you’re not sure how to integrate your blog with your website, try using a content management solution like WordPress. You don’t even have to know how to code to accomplish this. The primary benefit of associating your blog with your company website is to provide regular updates for your business site. This boosts your search engine rankings and increases the odds that you’ll reap some rewards from the time you’ve invested in blogging for your business.
Resources: There are a variety of content management solutions for businesses. Some solutions like WordPress, Joomla, and Drupal are free and widely used. Other offerings like Magento, cost money but offer great support.
Here at ScribeWrite, we specialize in assisting small to mid-size companies with their content needs. If you have any questions related to this blog, or if you’d like to ask for help creating content or developing an editorial calendar, please don’t hesitate to contact us by phone at: 828-696-5084 or via email at: firstname.lastname@example.org