Business blogs are most appealing and drive most traffic and sales when they focus on discussing and even solving the problems of customers, rather than on the business and marketing part. The fact that consumers love blogs is common knowledge, but that doesn’t change the fact that you have to invest time and money in your business blog if you want it to be a magnet for customers. Whether you’ve just created a business blog or have an older business blog that doesn’t get as much traffic and hits as you’d like, the following easy to implement strategies will help you supercharge your blog to boost traffic and engagement and ultimately create leads and sales. For best results, combine all of the strategies below.
Create At Least One Blog Series
A series of posts that share the same theme are more effective at encouraging readers to return to your blog. Blog series create a sense of expectancy and give you the opportunity to explore in depth topics that are of concern to your audience, thus having a more forceful impact than disconnected, standalone posts that come and go. When it comes to blog series, the limit is your creativity.
You can create blog series to present interviews with experts in your industry, introduce your audience to key people in your company, tackle a topic of contention in your industry from different angles, or simply break down a very long post or complicated topic into smaller parts to make it easier to digest for your audience. You can run multiple series in parallel on different days of the week, or focus on one series at a time. Regardless of the type of series you choose to develop for your blog, focus on cohesion and continuity to ensure that the different installments stick together.
Turn Your Blog Into an Elegant Customer Support Resource
Another way to supercharge your business blog is to take all those questions that prospective customers are asking you through email, on the phone, or via social media and answer them directly on your blog through informative posts. Not only does this help you build trust, but it can also make the life of your customer support team easier. For this strategy to work, however, you must use search engine optimization effectively to make your blog content easy to discover, and implement a convenient search bar on your blog, if you don’t have one already. Furthermore, it’s necessary for you to market your blog as a comprehensive yet pleasant to read resource for your customers.
Make Your Text-Based Blog Posts Mouth-Watering
To pull this off you need three things: high-quality images from premium stock image sites such as iPhoto, killer headlines, and a stylish blog design with elegant formatting (sub-headings, bullet-point lists, and a legible font). Spending a bit of money on tasteful graphic design, premium photography, and copywriting services is a good investment because it will make your blog stand out. It’s easy to outsource blog design projects these days, and you can get high-quality work done by freelancers quickly and effectively without the inflated costs of big online marketing and graphic design agencies.
Integrate YouTube Videos Into Your Blog
For most people, videos are more exciting than text. They are easier to process and tend to make a stronger impact on viewers. You should by no means limit your video marketing efforts to YouTube, Facebook, or other social networks that support videos. By making videos a prominent part of your blog, you can add more flavour to it, boost your traffic, and perhaps even boost sales.
Ideally, you will want to create unique videos for your blog that your audience can’t see anywhere else. If you feel comfortable behind a camera, consider narrating your posts to your audience through video, using images and infographics to highlight key points. Other video marketing ideas for your blog include behind the scene sneak peaks at your team at work and interviews with people in your company or industry.
Promote Your Blog Rather Than Your Website
Many people prefer a company’s blog to its website because the blog contains more practical information and drops the business tone to provide content in a more friendly and accessible format. A very effective way to supercharge your business blog is to make it the target of your online marketing efforts on a regular basis. So, instead of directing customers to your business website, use Facebook, Twitter, and all the other social networks you’re active on, as well as your email marketing campaign and even Google ads to drive massive traffic to your blog. Then you can subtly and seamlessly integrate your key products and services into your blog posts as solutions to the problems you are discussing, and drive sales in an effective way.
In the end remember that blogs tend to eat more content than social networks. The key to maintaining an engaging blog for your audience is to feed it at least once or twice a week with valuable content, whether you create it yourself or outsource it.
So what is it that you want to blog about?
Pamela Wigglesworth, CSP is an international marketing consultant, speaker and the CEO of Experiential Hands-on Learning based in Asia. She is the author of The 50-60 Something ™ Start-up Entrepreneur and works with organizations across multiple industries to help them increase brand awareness, increase leads and ultimately increase sales.