A blog is one of the fastest and easiest ways to grow your web presence and provides a superb platform for your business to engage potential customers, without resorting to the hard sell. A recent study of 1,500 SMEs found that blogging increased website traffic by an average of 55%. Furthermore, the average company that blogs has 97% more inbound links and a massive 434% more indexed pages than the average company which does not blog.
Having a blog on your website brings huge benefits. However, with only 250-ish words to get your point across (the best blog posts are brief), how can you make your blog stand out and best reflect you?
Before starting you should have identified your main target demographic, as this will largely dictate the tone of voice you adopt within your blog articles. Consultancy businesses may wish to take an advice-led approach to display their expertise, for example. Whatever your decision, make sure your chosen voice is an authentic representative of you; there is no point writing in a ‘teenage’ voice if your business is a luxury catering service.
Once you have your style, you want to look at your substance. Blogs should contain certain keywords that will get your site ranked by the search engines, but without becoming a blatant sales platform. They are an amazing way to show off a wider knowledge to your customers, informing, helping and sparking debate. For example, if you sell wedding dresses, you may wish to highlight new catwalk shows, provide handy hints on finding the ideal accessories or ask if white really is the best colour for the big day.
Finally, remember that blogs are interactive, so don’t be afraid to express an opinion and start a debate. However, do try to present a balanced argument; it lends your blog credence and inspires thoughtful and considered responses.
Remember Write My Site offers a full blog management service if your business wants to add blogging into the marketing mix.