Why do you have a business blog on your website?
There are a few potential answers to this question, with some of the more acceptable answers being:
- “Because I want to share information about the business with our customers.”
- “Because I like writing it.”
- “Because I like the chance to talk about my business and the news surrounding my industry.”
However, for most business owners, the answer to why they have a business blog is far more simple: “because I think I should”.
It’s easy to see why this is the case; there are few online business guides that don’t reinforce the need for a business website to also have a blog section. If you implemented the blog on your business website largely because you knew you should, but didn’t think much beyond that, then it’s worth taking the time to actually set some goals for that blog.
After all, the maintenance of the blog takes time, effort, and even money if you factor in the potential bandwidth usage. If you’re going to have a blog, it is not unreasonable to expect that blog to be able to generate a return. Here are a few suggested goals for your business blog, so you can be sure your investment in it pays off in a meaningful way.
1) Attract Visitors In Its Own Right
Your blog may seem like a spin-off from your business, a cheerleader of sorts, but it doesn’t have to be. Your blog can be an essential part of your business, helping to generate leads by creating interesting posts that draw visitors for the content itself. When you have visitors on your site, you will find it relatively simple to convert willing readers into paying customers for your business.
If you have previously only updated your blog a few times a month, then you may want to consider examining your strategy in an attempt to generate those leads. A good digital marketing agency will be able to point you in the right direction and ensure you are getting the most from your blog. Then, you can answer the question of why you have a blog with a resounding: “because it helps generate custom for my business”.
2) Set A Figure For Interaction
One thing a business blog can do that the standard information-only section of your website can’t do is interact. Blogs are a great platform for interaction with customers; you can ask questions, reply to them, and generally see how your users think.
Set yourself a goal of a set number of comments over the course of a month. If you don’t achieve this, then examine your strategy and see if there is anything you can do to encourage more people to comment.
3) Solidify Your Expertise
You can use a business blog to help solidify your expertise within an industry. React to news, post your thoughts on latest developments, and use your blog as a platform for your knowledge. You can even submit your site to Google News, so you can always react to new and developing stories in your relevant field.
You can measure if this has been successful by whether or not your blog generates any requests for interviews or appearances from TV channels or other forms of media. This is a form of free promotion for your company, and helps you to cultivate a reputation as a well-regarded, knowledgeable entrepreneur working in a particular field, which in turn will make customers trust you more.
Your business blog is a tool that can genuinely benefit you, so try to reach the goals above-- and you’ll soon see your business benefit as a result.