Your business blog is a great marketing and SEO tool, and you want to leverage it smartly. Aside from writing content, you want to be aware of the actual purpose behind a small business blog. Simply put, your blog is to sell your business’ products and/or services by giving away information in a conversational style.
But how often should you post on your business’ blog? Well, that depends on what your business sells: products or services–and, how “timely” those things are. A good rule of thumb is to use your various online properties in the way they are intended to be used. Here’s how you do that…
Your Business Blog versus Static Pages and Social Media
You might not know it, but there is a huge difference between your static pages, your business blog, and your social media profiles. The biggest difference being that your web pages are static–they do not get updated very often.
Your website’s static pages: the Home page, About page, Contact page, Products and/or Services page should give readers a firm grip on what your company sells, along with your experience and skill set.
Blogging for your business is important, but doing it wrong can cost you customers and your reputation. As more and more small businesses enter the world of content development, the scrutiny continues to increase. Consumers can be retained or lost simply from your blogging efforts, so its imperative this public-facing activity is done correctly. —Inc.com
Conversely, your blog and social media are dynamic, but in different respects.
Think of your blog as a place to answer questions, give insight, and showcase your expertise.
Here’s a great way to think about each of the three: your web pages establish the professional presentation of your business. Your blog is a place where you talk about things in a casual, easy-to-read, informative way. And social media is where you go to interact in an active way.
If you want to talk about the latest product you’ve gotten in or new service your going to offer, don’t write a blog post announcing it. Instead, take to social media and make an announcement (email works well in this instance too).
Then, use your blog to post a review about that latest product or, write an article about the benefits of using your new service.
How Often You Ought to Post on Your Business Blog
A common misconception is that a company blog should have a new article published everyday. But unless your business is a news source, that’s not true. The majority of our clients post one blog article per week. The truth is, you don’t need to publish something everyday unless it has real, tangible value.
Aside from the frequency, your business blog will work for you best if you follow a few simple guidelines. Here are some business blog tips that you can employ to get the most out of your efforts:
- Don’t sell your products or services. If you turn your blog post into a promotional read, it will turn off readers and up your site’s bounce rate in a big way.
- Don’t promise then fail to deliver. If you title a post, “How to Save Big in Small Retail”, make sure the article clearly demonstrates the strategy on how to accomplish that.
- Don’t follow the pack. Instead of following other business’ in your industry, give a unique perspective. Make your voice dynamic and stylish and that will engage readers.
- Don’t present, speak. Write as if you are speaking directly to a person or group of people in the same room. And pique the reader’s interest by asking questions or challenging conventional wisdom.
- Don’t pigeonhole yourself. Branch out your business blog topics to like industries and niches. Doing so will demonstrate versatility and better educate readers.
Lastly, write well and with panache. Grammar and spelling aren’t actual SEO ranking factors, but they have a strong correlation on organic search placement. Proofread what you write and make sure you stay on-topic.