Blogging for your business is the first and foremost step in the company’s sales funnel. Captivating stories, guides, and tips are a helpful tool to educate the audience, bring more leads, and boost business awareness. However, when the competition is fierce, and every other company has a blog, it’s necessary to make your blog engaging to keep the public’s attention.
On the other hand, if you don’t have a business blog, then it’s the perfect time to start one. For example, companies that use blogging as one of the communication strategies receive 97% more links to their website. And we all know – the more links, the better search engine ranking.
Why Is Blogging Important for a Business?
It’s not because every company has one, but because blogging gives a business advantage of generating organic traffic to a website, converting leads to customers, and establishing your brand in the market. Additionally, content writing is a small investment in long-term results. A compelling story can generate traffic and leads for years until it’s relevant and evocative.
Whether your business blog doesn’t perform well or you’re planning on launching a new one, I created a list of six easy steps to optimize a business blog to accelerates sales.
6 Steps to a Successful Blog
1 Step: Purpose
A blog without a clear message is about everything and nothing. You might want to attract as many new readers as possible, but only end up with none. So before, crafting article ideas, think of what are you trying to attain. Of course, the main target is to generate more leads and sales, but it also should have some additional intentions. For example, a blog could be dedicated to educating the audience about the product or service your company provides. Or it could represent industry-related topics to create more awareness of an existing situation and give your service as a solution.
Put the focal goal at the top of the list and continue crafting a content strategy based on it.
2 Step: Define the audience
The audience is paramount to effective marketing because even the most engaging content won’t do much if you’re targeting wrong people. A buyer persona helps to define your brand’s tone of voice, persona-related issues that blog could solve, and even posting frequency.
For example, a blog that I always read before starting my day is Career Girl Daily. The blog has a clear persona – millennial women who aspire success in their careers and self-care. Everything is targeted to that particular audience: tone of voice, article topics, issues they analyze, and even design of the website.
Defining your audience does not only guide you on crafting words but also helps to find the right channels to broadcast that material.
Coming up with the target audience isn’t as challenging as you might think. There’re great online tools that can assist you through this process. For instance, HubSpot Make My Persona is one of my favorite ones, as it’s easy to understand, and it has appealing graphics. Another useful platform is Vbout Persona Builder. It gives you more flexibility with the persona’s background.
A few hours spent on forming a buyer persona can save you many wasted blog articles. Of course, online tools can’t do the whole thing. You also have to feel empathy towards your audience and try to sympathize with their needs.
3 Step: Goals to accelerate the blog’s growth
It’s challenging to measure blog success without specific goals. Perhaps, you noticed that your content attracts a lot of readers, but only a few of them take some action after reading. Vast traffic is great, but if visitors leave the page, it becomes more or less useless.
When you set measurable goals such as: in four months, have every 1 in 100 new visitors buy your product, or increase newsletter subscribers by 20% by the end of the year. This way, it’s more effective to follow up with targets and analyze when a blog doesn’t perform accordingly.
For example, if you’re seeking to increase newsletter subscribers and the plan isn’t working, or people tend to unsubscribe, maybe you put a call-to-action field somewhere hard to find, or send emails too often. Goals, in this case, help to find solutions and gauge how they work. Also, it’s easier to come up with effective KPI’s when you know where to look and what metrics to calculate.
4 Step: Blog content strategy and topic ideas
Here comes the fun part, when you have guidelines (persona and the blog’s purpose), your marketing team can begin working on a content strategy and topic ideas. The key to a powerful campaign is value and consistency. Nothing good comes from posting mediocre articles each day. It might repel readers and damage your brand image. You don’t want that, so try posting high-quality, well-researched articles once a week or twice a month.
One article per week is a lot, as in one year you will have around 52 articles. So, unless you’re willing to put enough effort to make those pieces meet what’s promised, post less. Consistency is also essential because when people begin to follow you, they expect to receive content as promised. If you always post on Mondays, then stick to it. A clear publishing routine will help to keep readers interested.
When it comes to topics, follow up with content that interests your audience. Don’t be afraid to research competitors’ content and what’s ranking high on Google. It can be an inspiring method to come up with ideas that weren’t covered before. Of course, stick to your guns (persona and purpose) and bring industry-related insights. Shani Raja, ex-Wall Street Journal editor, in his course about persuasive writing, stated that great content has to have four primary ingredients:
Perhaps, these four tips can inspire you to create content that makes readers come back to your blog.
5 Step: Recycle content
Eventually, you will run out of ideas, but it’s not necessarily a bad thing. Instead of breaking your head over new topics and going out of your blog’s purpose, recycle what you already have. One topic can generate at least one more topic. For instance, this article: 6 Steps how to make your business blog boost sales. I could produce at least six new article ideas from it: How defining the target audience can boost your sales or ten content strategy tips to accelerate your business blog success.
These are only examples to represent why you shouldn’t forget old material. Bonus benefit: you can create a backlink portfolio to increase SEO.
Another way to reuse articles is to make different types of content. From an article, you can make an eBook, Youtube video, or a guide. It doesn’t take much time because you already have material but can generate more leads.
6 Step: Guest blogging
You are wondering: “I already have to write for my own blog, why should I do that for someone else’s.” I get you, it can be overwhelming to come up with ideas for a personal blog, so, writing for one more is exhausting. However, it can benefit you in many ways.
Guest blogging is a practical method to increase links to your blog and thereby boost SEO. Moreover, when you write for a recognized publication, it gives you more exposure.
Some of the publications don’t let you promote your blog unless it’s top-notch and can benefit their readers. Don’t need to get upset if your blog is not there yet, that’s why you have the author bio field. Many of blogs that accept guests posts ask for your bio. This field can be a great way to link your content. However, you have a limited amount of words, so make them count.
Blogging is an essential part of business communication strategy. It can increase traffic to your website, make people recognize your brand, generate sales, and the best thing – it doesn’t require significant investments. So don’t forget:
- Find a blog’s purpose
- Define the audience
- Set strategic goals
- Create consistent and valuable content
- Recycle articles
- Don’t be afraid of guest blogging
I hope these steps can help you enhance your blog, attract potential leads, and bring more sales. If you seek to improve your blog, I can help.