A blog can be a great tool for your business.
A good business blog can increase customer retention, provide opportunities for customer interaction and even act as a low-cost marketing tool in the right situations. Unfortunately, it doesn’t do you much good if no one is reading it. If you want to get the most out of your business blog then you have to grow it and get it in front of more readers.
This isn’t as hard as it might sound, thankfully. And, the effort you put in now should pay off big dividends in readership down the road.
Here are a few ways to improve the quality of your business blog and get more people interested in reading it, which is the end goal of any blog:
The biggest thing that you should do to grow your business blog is give your readers something to read.
If you don’t post every day, then you need to try and post on a consistent schedule that gives readers confidence that more updates are coming. This doesn’t mean that you have to spend a chunk of every day writing, of course; you can prepare several posts in advance and schedule them to post on different days through your blogging platform software.
Be Topical …
One of the reasons that people read business blogs is because they want an opinion from the expert point of view.
As a result, you should keep most of your posts focused on topics that fit into your company’s niche. This doesn’t mean that you can’t occasionally post on other topics, but even then you should try to relate the post in some way to your business or the work that you do. It doesn’t have to be a heavy-handed connection; just a casual reference to a service or product your company offers will do (and will also serve as a reminder to readers that you offer that item).
… But Not Too Topical
Try not to fall into the trap of blogging about your products or services exclusively, even if it seems like a good idea to talk up the things that your business sells.
You want your blog to be an extension of your business, not an extension of your latest marketing push. Feel free to have occasional posts about new products, classics that have hit a sales milestone or services that you want to shine a spotlight on, but don’t make that the only purpose of your business blog. Instead, focus on your industry, tips for DIYers (if appropriate), an expert take on (relevant) world events or other topics related to your business that you can share an expert opinion on.
Nobody wants to read a stuffy, boring business blog.
If you want your business blog to grow then you need to use casual and approachable language that makes it an entertaining read. This doesn’t mean that you need to pack it full of slang or make it too casual; you still want it to have a professional point of view, after all. On the flip side, you don’t want your business blog to read like it’s written exclusively for a room full of Fortune 500 CEOs. Make your posts read like they were written by a real person, not by a stuffed suit.
Don’t expect people to visit your website over and over again to see if you’ve updated your blog, even though some loyal readers may do just that.
You need to set up ways for readers to access the content without checking back every few days. Set up an RSS feed or other reader-friendly way for people to access your blog offsite. You should also share new posts to the social media accounts for your business, giving customers and fans a way to interact with you and discuss your blog posts while driving some traffic to your website at the same time.
The more work you put onto growing your business blog, the more benefit you and your customers will reap from it. Even if it takes a little while to get things going, the end result should be more than worth the effort.