Having a blog on your business website is a great way to bring in people. It means you always have fresh content, which the search engines like. If you have good material, people will link to it. That not only brings in people who see your links, but further improves your search engine ranking.
You have to do it the right way, though, for it to succeed. It needs to get the reader’s interest and create a positive impression of your business. If people enjoy what they read, they’ll tell others about it, and they’ll come back for more.
Tips on successful business blogging
- It needs to be well written. If you’re a good writer and have the time, you can create your own content. Otherwise, you’re better off hiring someone to write it. Either way, review it for grammar and spelling before publication. An article with obvious errors conveys the message that you don’t care about quality. Clumsy, tedious writing will leave the reader unimpressed. Whatever your blog is about, your readers should enjoy it for its style as well as its content.
- It should inform more than promote. Yes, its purpose is to advertise your business, but people won’t stick around to read blatantly promotional material. You’ll get more readers by taking a helpful tone, giving useful information related to your business. If readers get the sense that you’re an expert in the field, they’re more likely to give you their business. You need to show that you’re an expert, not just say you are. It’s fine to add a hook that says you can address the problem which the article discusses, but don’t make it the main point.
- Promoting products is OK, if you don’t overdo it. Telling people about a product which you think is great — and which you just happen to sell — is a different matter from direct self-promotion. Aim for the tone of a review, not an ad, and give solid information. Mix articles on products together with general information pieces, so the blog doesn’t look like a series of product plugs.
- Take SEO into account. Get key terms into the article, but don’t repeat them senselessly. Links to relevant information actually help; don’t be afraid that they’ll take people away from your site. Good links help to show your information is authoritative.
- Aim at the right audience level. Think about what audience you’re trying to reach, and make sure your writing doesn’t go over their heads or belabor the obvious. Highly technical articles are fine if your readers are specialists. If they’re business executives, you need to cover problems and solutions without going into more detail than they need. If they’re home consumers, keep it simple but avoid talking down. (Always avoid talking down.)
- Its information has to be up to date and accurate. It’s a common blogger error to search for information on a topic and write an article based on the results, but not notice that the information is ten years old or comes from an unreliable source. Get information from specialty sites where possible, rather than general news sites. One of the worst mistakes is to pick up a satire and report it as fact. Everyone seems to fall for that now and then, but it’s really embarrassing.
- Offer variety. Provide your readers with a mix of news, advice, and product information. Not everyone will be interested in the same things, and if you provide a range of topics, the readers won’t get bored. You want them to look forward to your next post, not knowing what it will be about but expecting something interesting.
- Material has to appear regularly. If you go a long time without any articles, people will lose interest. Set a schedule, such as one article a week, and stick to it.
With a good blog on your website, you’ll have not just some extra material, but a section that will enhance your business reputation and get people talking about you.