One area that a business can’t afford to neglect is business blogging. Most business owners know that having solid content that regularly appears online is one of the most important things they can do to build a presence on the internet. The number of people who find information on the internet is growing– and this number will continue to climb!
Why is business blogging so useful to growing your business?
Search engine algorithms are continually being updated in favor of genuine, authentic content from people who know– the experts. Usually, the experts are small or medium-sized business owners who specialize in a particular field. That means that your business blog will continue to drive quality seekers to your site.
Business blogging shows the person behind the machine. Your blog is like Dorothy opening the curtain and revealing the wizard of Oz, who is actually a human too! Your blog is a chance to reveal who you are, why you do what you do, and the passions and expertise that drive your business. This will give your potential customers the feeling that they know you. They will realize that if they do business with you, they will be engaging in a fulfilling relationship.
Social media sites have created great opportunities to share and discuss online articles. If your business blog is interesting, helpful, or funny, chances are somebody will share it with their followers online. This will direct still more people to your site, giving you more chances to make the meaningful connections that turn into profitable business deals.
Those are the benefits of business blogging, but business blogging must be done well in order to actually be profitable. One mistake some business blogs make is recycling old content or copy-and-pasting a few segments from another web page. The minute a potential customer sees a paragraph fraught with typos, meaningless word phrases, and generic information that anybody could have written, they leave the page in search of more fertile ground.
To maximize the full potential of a business blog, the blog posts must be posted regularly (studies show that bloggers who post once a day or multiple times per week have the best return on investment. See HubSpot’s “2013 State of Inbound Marketing Annual Report,” p. 82). Blog posts must also contain fresh content, or a fresh perspective on old content. Evergreen articles are also helpful: these are the articles that don’t get outdated in a few months, but have content that is continually true and applicable. Finally, a good business blog includes beautiful presentation. The text must be visually readable and appealing, and must contain proper grammar and clearly-written sentences. The other graphic elements should be tasteful and suitable to the content: including at least one photo in each post will create a dynamic and interesting page.
Though most business owners don’t need to be convinced that business blogging is going to be helpful for their own business, few have taken any steps toward making their blog an effective tool.
Need a hand? Contact us today! We would love to help give your website the boost it needs to bring in the perfect customers.