Blogging is a powerful, cost-effective marketing tool that can help you engage with your customers, increase conversions rates, and establish your reputation as a creditable source of information among both your clients and your peers.
Of course, the impact your business blog has on your bottom line is directly linked to both the volume and type of traffic it generates for your website. If your online content isn’t actually reaching your target audience, you’ll be missing out on the wealth of opportunities that blogging offers your business.
Here’s what you can do to drive more traffic to your business’ blog:
Know Your Target Audience
In order to create blog content that reaches the right audience it’s important to understand exactly who you’re hoping will read your blog. Otherwise you could wind up writing a blog that fails to engage your ‘target market’.
Start by developing a persona – a description of your ‘ideal’ blog reader that covers basics like their age, location, level of education, and income. Consider what your business can offer this person, and think about what problems you, and your company, can help them solve.
This information will help guide the development of your blog content, and increase the odds that your blog will actually reach your target audience.
Search engines like Google, Bing, and Yahoo! all use a semi-secretive algorithm to determine what results users see when they’re looking for online content. While the actual formulas that the search engines use to rank websites are a closely-guarded secret, companies like Google have made it clear that websites with fresh, user-friendly content, like regularly-updated blogs, will be rewarded with higher search engine results rankings.
Share On Social Media
Sharing your blog posts through social media is a quick and effective way to boost traffic to your website. Publish links to your latest blog on your Facebook, Twitter, and Instagram feeds, and be sure to make it easy for your readers to share posts by integrating social media ‘widgets’ in your content.
Diversify Your Content
In the early days of business blogging posts were exclusively text-based. Thanks to the development of faster Internet services and computers, bloggers can now integrate both still images and videos into their posts, providing users with an engaging experience that’s both informative and entertaining. Consider diversifying your blog content by adding infographics, photos, Vine loops and tutorial videos to boost your audience and search engine optimization (SEO) efforts.
Keep It Brief
Internet users’ attention spans are notoriously short – a fact that’s important to keep in mind when developing your blog posts. Aim to create blog content that’s 750 words or less. Otherwise you run the risk of having your readers tune out before they’ve reached the end of the article. Be sure to break the content up into small, scan-able ‘chunks’ that are easier to read than a large ‘blob’ of text, especially if your audience accesses your blog via a mobile device.
Engage Your Audience
When crafting content for your business’ blog, aim to use a tone that reflects the personality of your organization. If your brand is light and fun, make sure that’s accurately portrayed in your blog posts (while making sure to respect social norms and boundaries).
You should also focus on providing value to your audience – give them a reason to ‘like’, ‘share’ and return to your blog by posting insider information, tutorials, or answers to frequently-asked questions.
Remember that your business’ blog can be a great, low-cost way to promote your enterprise, but only if you’re able to generate and retain traffic to your website.