Business blogging is a powerful tool which when used correctly, can impact your marketing significantly. Here are 10 recommendations on creating a successful business blog:
- Set Goals
Have complete knowledge about your content marketing, social media and blogging goals. Make sure the goals are specific, measurable and achievable.
- Define Your Target Audience
Defining your target audience personas will help you create valuable content based on their content interests. Be consistent and appeal to their pain points.
- Plan with a Content Calendar
Great blog posts don’t spring up out of the blue without proper planning. An established content calendar helps ensure regular, streamlined content flow through the year.
- Create a Content Marketing Plan
Increase your visibility by creating content. If your content is good, increased visibility will translate into views and leads. Promote your blog through cross promotion initiatives on social media, your website and online paid advertising. Also incorporate social sharing buttons on your blog pages for increased distribution and engagement.
- Assign Adequate Resources
A successful blog needs resources: to generate quality content, for creative work (images, design, formatting etc.), to work on the editing and marketing your content.
- Work on Content Optimization
Your blog is a major contributor to your search rankings. Optimize your content by using relevant non-brand keywords. Integrate your blog’s URL into your company site URL which helps in branding and further search optimization. Also, make it easy for people to access your blog from your website and vice versa. Lastly, structuring your content into short paragraphs will help visitors read your content.
- Brand Your Blog
Ensure your blog is consistent with your brand identity, including brand colors, logo, font etc.
- Connect Your Blog to Relevant Product/Service Pages
Make it easy for blog readers to find your products linking your blog pages to the right products/services with a persuasive call-to-action and hyperlink.
- Include visuals
Balance the presence of text on your blog with adequate visuals including photos, video and presentations.
- Measure Performance
Track your blog’s effectiveness by measuring important performance metrics including the amount of traffic, leads and sales generated. Also measure the extent to which your blog is helping you cut costs in search and customer service.
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Growing and scaling are two very important factors in a company’s development and ultimately their success. After your company successfully navigates the initial phases of product/service development it will need to change focus to increasing your market share and increasing your customer base.
The first stages of product development tend to revolve around customer needs, wants and hopefully a gap in the market. When a company begins to develop a product, data must be collect a market assessment should be completed. The more interaction a company has with with their target market, the better equipped the company will be moving forward.
Unfortunately, some companies tend to be focused internally, which can be harmful to the overall production and growth phases. Ultimately, you must know what the customer wants. While you hypothesize a solution (your product) to a specific problem, data must be collected to help improve your chances of success. A product problem is great for companies that are just beginning to understand the direction the company is going to go. Initially the focus is on building a product or service that is going to be positively received by consumers. Growth and scaling of your business comes later.
After you have an optimal product designed and developed, you need to gather feedback from your target market. Engaging and learning with your customers will ultimately determine how your product evolves. This is the point where companies can and should begin their focus on growth strategies.
Now that you have your initial product, you should be focusing on how to brand, market and increase your market share. By now your product has been analyzed, altered and (hopefully) validated by the market. Next the company needs to develop a firm, but flexible growth strategy that the company commits to follow. If your company needs help in this area you are not alone. Having a stable growth strategy and effective plans to complete your growth goals will be the key to your company’s success, or at least preparing them for success. Luckily, for all companies there is a lot of support for developing effective growth strategies.