Content writer and copywriter to the glazing industry, Helen Savage, explains how to make your business blog brilliant enough to grab attention and keep it.
Establishing and maintaining a business blog is unfortunately not as easy as sitting down and writing the first things that pop into your head. A few tangents here and there can be interesting and add depth, but the most successful blogs offer a service and don’t deviate from that purpose. Here is how to keep your company’s blog on track.
1) A blog is not a sales pitch. Blogs should offer advice and information. Your website is there to sell what you do and why people should choose you over anyone else, so your blog doesn’t need to do that as well. Readers most often visit blogs because they want help with something. Perhaps they are looking for advice on which product or service is for them, or maybe they need help with a specific problem.
2) Answer questions. A good way to make sure your blog posts are on target is to answer questions you have actually been asked. Whether via social media or face to face, if someone has asked you for more information on a particular aspect of your product or service, it is likely there are other people out there who want to know the same thing. The more useful you can be, the more likely visitors are to read on and revisit your site.
3) Write for one person. Of course, you’re hoping your blog will be read by more than one person! However, to make sure your message is on target, imagine you are writing for one ideal customer. What would they like to see on your blog? What tone would best capture their imagination? What would make them come back again?
4) Encourage return visits. The best chance you have of getting visitors to come back to your blog time and time again is to engage with them elsewhere too. Every post should be promoted on your social media channels, company newsletters, promotional e-mails and any other relevant marketing materials, so that you stay top of mind while helpfully letting customers and prospects know when your latest blog posts are available.
5) Be consistent. If you have completed all of the other tips in this post, you will hopefully have built trust with your readers. They will feel like they have found a supplier that understands them and is a trusted source of information. But the onus is on you to keep the relationship alive. The last thing you want is those same people returning to find more new information, only to be disappointed. Plan for regular blog posts to keep the SEO bots and your readers engaged.
Business blogs are a cost-effective way to market your wares when done correctly. Visit blogwrite.co.uk/blog for more information and advice on blogs and copywriting for business.
