Have you ever considered starting a blog to publicise your business?
If the answer is no, then you’re not alone. I asked a good friend of mine the same question the other day, and he threw up his hands in exasperation: how on earth do I do that? What’s the point and why? These were the understandable questions he asked. They’re probably the same questions any businessman would ask. Blogging is mistakenly regarded as a solitary activity practiced by students and the like for their own little entrusted circle, but that misconception couldn’t be wider of the mark if it tried. Blogging is an essential tool to add to any businesses armoury that will ultimately pay dividends. If you haven’t tried it yet, I urge you to give it a go.
A business blog is an invaluable means of promoting your business: it brings you to the attention of others and keeps your profile in the spotlight: think of it as an online business card or advertisement if that makes it any easier? It’s not, obviously, an end in itself, but it’s an important part of optimising your website. Releasing new material on a weekly or daily business will bring your website to the attention of search engines. The more material you put on to your blog, the more likely it is that the search engines will start to look for it. All successful websites release new content as frequently as possible with the intention of increasing their business ranking on the search engines. Blogging won’t guarantee your business a first class ticket to the pot of gold at the end of the rainbow, but it might just give it a nudge in the right direction.
If you’re still unconvinced or daunted by the prospect, then read on: it doesn’t have to be difficult or too time-consuming. All that’s needed is a little planning and commitment.
What to write in your blog?
Blogging can be about anything, but it makes sense to base it around your business – after all you’re the expert in this field, so it makes sense to let others know this. Write about you business and what you do. This has the additional benefit of making you focus on what you do well, and where you might be able to improve things. Let potential customers know why you’re different from your competitors and how your unique service could be a benefit to them.
You don’t necessarily have to stick to the nuts and bolts of your particular sector: you might consider going off on a tangent occasionally to add spice and variety. That’s fine, as long as it’s not completely irrelevant. Blogging opens many doors and can keep your business vibrant and relevant. It also gives your potential clients the chance to interact with you and respond to what you’re writing about.
I can’t write, so how can I do it?
No-one’s expecting you to be the next Shakespeare, or to come up with prize-winning prose. Keep it simple and keep it regular, that’s all there is to it. Obviously it needs to be grammatically sound, so it’s definitely worth a spell check before you post, but don’t worry. The more you write the better you’ll get.
The content should be fresh and unique to your business, so there’s no point reworking someone else’s stuff. Search engines are wise to this, and if this is discovered your ranking may be affected. Always include keywords in your blogs so the search engines know where the pieces should be listed. Without good, targeted keywords, it’s quite likely your blog may well float around in the ether without ever being discovered or appreciated.
If you really feel that writing is beyond you, then you can always employ the services of a copy writer to compose topical and relevant articles for your business. These aren’t particularly expensive, but will be worth the costs in the long run: it will also take away some of the pressure so that you get on with doing what you do best.
I don’t have the time to commit to this.
That is a fair point and it’s one that any business should ask before starting a blog. It does require commitment and effort, unless of course you use the services of a content copy writer. If you bear in mind that the ultimate aim is to increase the visibility of your business and make it a greater success, then it’s definitely worth the effort.
There’s no such thing in life as a free lunch – ask any businessman?