How to Boost Your Business With Blogging
I know the feeling. You’ve been hard at work business blogging and not really seeing the results you expected.
Your business blog is well-designed and has plenty of content but it’s not getting you much traffic. Even worse, the visitors you do get never seem to go further than a quick browse.
You’ve heard that blogging for your business is a surefire way to get more customers.
But that’s not happening for you.
So what gives?
Should you just throw in the towel on this whole business blogging thing altogether?
Your blog is your business’s most powerful marketing tool. These days business blogging is no longer a nice-to-have addition to your marketing plan. It’s the core of it.
Your customers now expect your business to have a blog in the same way that they expect you to have a website.
In fact, 47% of buyers view 3-5 pieces of content before they ever engage with a sales rep.
And if that’s not enough to convince you not to give up on your business blog, check out these stats:
- 53% of marketers name blogging as their top content marketing priority. Despite the abundance of social media platforms, your business blog is still one of your most important marketing channels.
- Marketers who prioritize blogging are 13X more likely to achieve a positive ROI from their efforts. Business owners often report that their blogs are their biggest sources of new leads and customers. That alone is a HUGE reason to keep your business blog up and running!
- And it’s not just your customers who expect you to be business blogging. Google expects (and rewards) it too. That’s why websites with a blog have 434% more indexed pages.
Blogging for business helps you rank higher in search engine results and builds your authority as a valued resource. But that’s not all: The more visible you are on Google, the more sales you can make.
- And finally: companies that blog have 55% more website visitors. Enough said.
So if you’re wondering whether business blogging is still worth the effort, I’d say it definitely is.
Now that you know just how well blogging works for businesses, it’s time to figure out how to make it work for YOU.
Let’s look at the three most common mistakes businesses with under-performing blogs make, and how to fix them:
1. Your business blog isn’t speaking to a targeted audience:
It’s a fact of marketing: If you’re trying to speak to everyone, you’re getting through to no one.
Before you ever sit down to create a blog post, you need to know exactly who you’re creating it for.
I can’t tell you the number of times I’ve had a business consult me about how to boost their blog and found that they had no target audience in mind.
But if your business’s blog isn’t based on the concerns, questions, needs, and preferences of your target audience, I’ve got bad news for you.
You’re likely just churning out generic content that doesn’t really resonate with anyone. And that lack of focus directly translates into less traffic and sales.
On the other hand, when you define your exact target audience and create content that they’re actually looking for, you’ll get more clicks, opt-ins, and even sales than you thought possible.
Why? Because you’re providing something of value that’s tailored to your audience’s needs.
Look at it this way:
If you run a web design company and you’re not sure who your target audience is, you’ll probably create broad, non-specific content. Maybe one day you’ll do blog posts on web design for automotive companies. The next day, you’ll do a post on web design trends for hair salons.
One day you might show off the most deluxe website features. And another, you might talk about cutting costs with budget web development.
Now, if you were a hair salon owner, would you be interested in web design advice from a company that just previously posted about automotive company web design trends?
Or vice versa?
And if you were looking for the best possible standard of web design, regardless of the price, would you consider a company that also regularly posts about budget-saving ideas?
I didn’t think so.
But what if you knew exactly what kind of customers you were writing for? You’d create content that spoke to their specific concerns.
For example, if you knew that a large percentage of your customers were primarily interested in cutting costs, you could focus on blog content that helped them do so.
Because you were answering your audience’s most pressing questions and actually helping them, you’d very likely see an uptick in readership.
Eventually these readers would turn into leads and customers.
All because you’ve built up trust by creating content that focuses on their needs.
So how do you define your target audience?
Easy. You create blog buyer personas.
Buyer personas are fictional, general representations of your business’s target audience/customers.
They’re built on composite information about your customers’ ages, locations, preferences, interests, and concerns.
If you’re like most businesses, you’re not going to have just one specific audience type. Instead, you’ll likely have several and can focus on creating content that speaks to each one of them.
If you’ve never created buyer personas before, check out this in-depth guide to get started.
Then take the information you’ve gathered from the process and begin building content that speaks directly to these personas.
This is the single most powerful way to boost your business blog’s readership and get more leads, and sales.
2. Your business blog posts aren’t in-depth enough:
Been blogging daily without seeing much of an impact? It’s time to check your posts’ level of depth and length.
A few years ago, regularly pumping out 500 word articles was all you needed to see a boost in ranking and readership.
These days? Not so much.
Google now favors and rewards longer-form, more in-depth content.
We’re seeing businesses regularly creating blog posts of anywhere from 2000 to 10,000(!) words in order to grow their traffic.
I know, I know. You’re trying to figure out how you’re going to find the time to eat and sleep!
But don’t worry. While longer is definitely better, you don’t have to write a weekly novel to get more clicks.
The average word count of top-ranking content on Google hovers between 1,140-1,285 words right now.
But it’s not so much your blog posts’ length that matters.
With so much online content being published every second, it’s absolutely critical to ensure that your posts are packed with value.
“Over a thousand value-packed words a post?”, I hear you asking.
“But what am I supposed to write about?”
To answer that, simply refer back to the first item on this list — your buyer personas.
That’s where you’ll find a goldmine of great topics for your blog posts.
As long as your target audience has questions, concerns, ideas, or comments about your products or services, you’ve got topics to blog about.
A quick and super effective tactic for creating high-value blog posts is to read through comments on your previous posts. (Don’t have lots of comments yet? No worries. You can also use the comments you find on your closest competitors’ sites for this.)
Make a list of the most common questions or comments you see and create blog post topics that address them.
Do this regularly and you’ll have a library of insanely useful information for your audience to refer to (and for Google to index).
3. You’re not business blogging consistently:
We’ve all been there.
Your blog is zipping along awesomely, with tons of fresh content. And then…you get a little distracted.
You go through a couple of crazy busy weeks and by the time you look up — your business blog is gathering dust.
Suddenly, your visit and comment numbers plunge. Repeat this scenario a few times and your business blogging becomes totally ineffective.
That’s because, when you’re blogging for business, consistency is key.
Even the most eager readers won’t return if they notice that your content is updated slowly.
And an abandoned blog will leave potential customers wondering if your business is reliable enough to purchase from.
On the flip side, a regularly updated blog can help you reel in more traffic and sales.
In fact, HubSpot found that businesses that produced 16 or more blog posts every month saw about four times as much traffic as those posting between zero and four times.
And according to Snap Agency, bloggers who post weekly have a 66% chance of getting a customer to their website.
So exactly how often should you be posting on your business blog?
There’s no one-size-fits-all answer for this one. But ask yourself this: How often can I create high-quality, in-depth content per month?
The answer to that is your ideal number of monthly blog posts. Don’t be afraid to divert a little time away from other marketing tasks.
While they’re important too, prioritizing your business blog will pay off the most.
If you’ve been struggling to build your business blog, don’t give up just yet.
There’s a lot of competition out there but it’s totally possible to create a thriving, customer-generating blog for your business.
Fix these three common business blogging mistakes and you’ll be well on your way to more traffic and sales.
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Have you struggled with your business blog? Do you have any other strategies for successful business blogging? Share in the comments below.