Blogging: Everyone (well, almost!) is doing it, but not many are doing it well.
The truth of the matter is that some of us started blogging because someone told us we had to, and others started because they wanted to talk about their products and services. But those are not the right reasons to blog.
Watch our most recent video clip and learn the top three blogging mistakes you can't afford to make! Businesses who make these three mistakes are just adding to the mountains of irrelevant content online and disappointing their customers by not offering the solutions they so desperately want.
Mistake #1: Assuming your blog will immediately drive sales.
Yes, a blog will help grow your business. No, it is not a magical selling tool. Unfortunately, a lot of companies who start blogging have unrealistic expectations. They've heard that blogs are a fantastic way to grow their following and strengthen their relationships with their customers. While that is true, it does not mean that you will get new clients directly from the blog posts you write. It is better to think of your blog as one element of your overall communication and marketing strategy. If your blog posts are rich in valuable ideas and useful information, you can count on it to boost your credibility and help your customers come to rely on you.
To get the most out of your blog posts, make sure you use smart keywords, you have clear and focused ideas, and you add to the conversation - don't just regurgitate ideas that are already out there! Also, remember that it takes time for Google to recognize you as a reliable content producer. It is going to take time to build a following!
How do you make sure you're getting the most out of your business blog? Set specific goals - what do you consider a successful outcome from blogging? Does success mean more people are signing up for your email list? Or are you more concerned about getting more people to visit your website? Is your key metric how many people fill out your contact form? Pay attention to your website analytics and make sure you make adjustments if you aren't meeting your goals!
Mistake #2: Using your blog as your soap box.
While you should share some of your opinions on your blog, you shouldn't share ALL of your opinions. Your business blog is not the platform for you to rant and rave about all the things that bug you in life. Yes, you need to work your personality into your content but balance it with valuable information. We want you to have a unique voice and perspective, but make sure you keep it relevant and at least somewhat professional.
Be sure that you are writing about topics that matter to your customers. Don't just write about what you want to write about - remember, you are not your ideal audience! Of course, if you want to have a personal blog where you share your view of the world, that is perfectly fine! Just don't abuse your customers by subjecting them to irrelevant content.
Mistake #3: Only talking about your products and services.
A common mistake businesses make with blogging is only writing about their products and services. Yes, your customers need to know about what you have to offer, but you need to be careful not to overdo it. Writing a post about something you're selling is fine every once in awhile, but most of the time, you need to write content that solves your customer's problems. Keep your product/service details on the main portion of your website.
Think about what your potential clients are searching for on Google in relation to your industry. How can you answer their questions? What problems do they have that you can solve? Keep your blog content relevant to your business, but push yourself to focus on providing value instead of promoting your business and products.
You will quickly find your audience leaving your blog (and not returning) if you abuse them by only talking about your products and services.
So, if I shouldn't do that, what should I do?
There are many ways to avoid looking like a blogging dummy. And there are even more ways you can provide high-quality content to your customers. The key is to make sure you create a business voice that your customers will connect with, you allocate adequate time to write professional and thoughtful blog posts, and most importantly, you provide real solutions to your customer's problems!