Blogs began as online publishing systems that allowed people to share their opinions and views on issues of their choice to others online. It basically served as an online diary. Over the years, blogs have developed into money making ventures by creating an avenue for lead generation and conversion. That’s why as a business, you have no excuse not to blog especially when you are into content marketing.
Business blogs are blogs that are developed based on a particular subject matter and are targeted to a specific market target or niche.
Having your audience and business focus in mind when venturing business blogging is the best recipe for a successful business blog. This is because you will attract the right audience who will in turn recommend your blog to others.
Business blogs are great marketing tools which gives companies the platform to communicate effectively with their stakeholders from customers, suppliers, wholesalers and retailers. Companies use blogs in many different ways according to their business focus and target audience or buyer persona.
First of all, let me make it clear that a business blog isn’t a place where you keep daily reports on activities at the office, or post pictures of the waakye the staff ate in the morning. You can use your personal blog for that but not a business blog!! You need to see your business blog as your integral online marketing tool. It can be used in different ways according to your business goals but it all boils down to communicating with your clients or customers.
WHAT TO CONSIDER BEFORE STARTING A BUSINESS BLOG
As a large organization or a small business, there are certain things you need to have in mind before starting a business blog to give you the results you need. The requirements depend solely on how what you want to achieve with your business blog but there are some key questions you need to give answers to before writing your first content.
- What do you want to achieve with your business blog?
Everyone who ventures into something has a certain goal to attain. It is therefore important to have a clear vision of the purpose for your blog. You need to determine whether it is going to be used for customer service, promote your services, or as a product development tool. Answering these questions will give your blog a focus rather than it been a jack of all trades. Your business blog will be more successful if it has a focus or goal.
- Who are your personas? (target audience)
Don’t try to appeal to everyone just because you want to get your name out there. Focus is also important here. Decide your personas and write content that informs them, answers their questions and adds value to their life. If you want to appeal to every group, then its better you set blogs for each group.
- How do you measure your goals?
Every goal you set needs to be measured so as to know whether you are making progress or you are just fetching water with a basket. All efforts and time put into the blog are all towards a particular goal. It is therefore important to deduce a criteria for measuring your success. This way, you can tell which strategies are not yielding results and which ones need to be changed.
BENEFITS OF BUSINESS BLOGGING
- Reaching new customers
Using your business blog as a marketing tool gives you the chance to meet new customers and also present new business deals to existing clients. As you publish fresh and engaging content, you reach out to new visitors on your site. These new visits end up becoming leads and then clients when they realize you have a solution to their problems.
- Builds trust and demonstrates your expertise
Writing blogs with your target audience in mind is an effective way to address your customer’s concerns and help them address issues they are facing in their business. If your blog provides them with real value, you will end up building trust with your readers and potential customers and make them believe you are an expert in your field. Research shows that, people trust information from blogs and are likely to pay attention to blog contents than traditional marketing.
- Get feedback and reviews from customers
Comments that your readers leave after reading your blog post is a good source of information for your business and other customers on your products and services. Engaging your customers and responding to their comments and opinions means you care about them and this gives credibility to your brand. Positive feedback gives other potential customers confidence in your brand whiles you get the chance to respond to concerns when hit with a negative feedback.
- Boosts search engine optimization
Your business and blog will look more visible online when you have the right search engine optimization. The search engine bots like fresh content and the best way to provide them with this content is by frequent blog posting. This gives Google and other search engines the chance to index your pages hence making it easy for you to be found online.
- It helps create brand awareness
Blogging gives you the platform to put your brand in front of your clients. You can put forth your brand’s identity together with your services alongside your blog posts.
From a practical point of view, blogging is a rewarding venture especially when you invest time and effort. It can help your business build credibility, boost search engine rankings and foster relationship with current and potential clients. This is a great opportunity that no small or big business should let go.
Are you interested in creating a blog for your organization? We can help. Our copyrighting and creative writing team can work with you to create thoughtful, informative posts for your business blog.