You’ve learned about the advantages of how having a blog benefits your business, how to update old blogs, and how to write a quality blog; now it is time to make sure you utilize essential techniques to reach your desired audience. Blogs are about more than just writing content, they are a crucial way to speak on topics you understand and advertise expertise in a niche area via your products and services. Treating them as an extension of your marketing campaign is key to blogging effectively.
As a locally owned digital marketing agency in Colorado Springs, Succeeding Small understands that aside from word-of-mouth, many small businesses struggle to get new clients without digital and physical marketing campaigns. The stress of running a business while implementing a marketing strategy is time-consuming and difficult work. By being conscious in every aspect of your marketing, you can save time and maximize return. Today we are discussing some essential components of what makes your website’s blog a smoothly functioning part of your marketing plan.
Understand Your Audience
The first mistake many business owners make when writing blog posts is forgetting who they are writing for. Each blog is a showcase of your expertise and knowledge, but it must be digestible for your target audience.
If you sell services or products to other businesses, then generally, you can utilize key industry language. For example, let’s say your business sells car parts directly to automotive repair shops. In a blog post discussing the pros and cons of a specific manufacturer, you can implement concise and professional terms to describe those parts. The client you are communicating to, in this case, has the same industry understanding that you do, so there is no need to rephrase or explain the information further.
However, if your business were the automotive repair shop itself, you would need to write blogs differently. Most mechanics deal with regular, everyday people as their main customer demographic. An effective post in this situation would implement technical language but in an approachable, easy-to-understand way with thorough explanations.
Regardless of your client base, business-to-business or business-to-consumer, ensuring precise, targeted communication is key to an effective blog post.
Keep it Relevant
When writing consistent blogs, it is easy to run out of ideas. After a long time of generating thoughtful prompts and topics, it may be alluring to seek easy ideas for new posts. This can be a good strategy if done well, but using simple topics is a slippery slope when relying on them too much.
For example, if you are a dog groomer and have run dry of grooming specific post ideas, it may be tempting to start writing on adjacent topics. Perhaps writing about the stylish benefits of dog sweaters and leashes as accessories to a fresh haircut seems like the perfect blog. Though this is a fun idea, it does not serve your business or marketing plan. There is no clear line from “look at these cute leashes” to “choose me as your groomer” for your customers. They may enjoy the topic, but it will not draw in business.
Keeping your blogs relevant to your specific products and services is what helps consumers decide to follow through with a purchase. A dog-owner looking for a stylish leash is different than a dog-owner seeking a qualified groomer. You need to understand how you bridge the gap of client needs and pursue it in your posts. This will help reach people who are actually looking to buy services versus casual internet browsers.
Always Leave it Open
Staying on topic is the first step in converting readers to consumers. The second step is ensuring that you give them all the opportunities to find and purchase services and products from your business.
Staying with the dog grooming business example, let’s say you have written a blog about how to care for the hair of a poodle. In this entry, you discuss the frequency of haircuts, what shampoos to use for baths, if an owner needs to brush the dog, and general maintenance tips. It is a thorough post that stays on your topic of expertise and breaks down the information in a digestible way for a pet owner.
Now, it is time to imbue this post with opportunities. Promoting your services, expertise as a groomer, website, and shop will give the readers chances to follow-up and learn more. Sprinkling in relevant information about your business in the beginning and at the end of the post allows the customer to see these as moments of expertise rather than sales pitches. Throughout the body of the blog, weaving in phrases that could become relevant hyperlinks to other parts of your website are great natural segues to get consumers diving deeper.
By intermixing clickable options into the information, you leave the door open for business. Customers who are interested in pursuing your products and services have opportunities to do so with a single click. If you do not tie-in these touchstones for clients, the potential for recruiting more customers is wasted.
As your blog becomes established, you may notice that each post has a specific way of communicating. This could be with brand-specific puns, a certain tone, repetitive word usage, and more. Maybe you utilize conjunctions frequently or put in alliteration. These writing habits become trademarks of your brand’s voice.
A brand voice is something that will draw customers to your services and distinguish you from the competition. In addition, as this distinctive voice grows, you can start forming ads, social media, and websites around it. If you did not have a clear identity for your business, this is an excellent starting point. It is extremely important that you maintain tone consistency within the blog. When a business deviates from its professional persona or brand, customers may feel disconnected from the business.
As an example, let’s bring back our automotive repair shop. After running a blog for six months, the tone is professional and to the point, sentences are short and analytical, and conjunctions are never used. If suddenly, the next post contained overly casual, long-winded, conjunction-filled language, clients would be confused. This disruptive post may cause customers to doubt the business and its professionalism.
Keeping a brand’s voice continuously delivering on the expectations you establish helps build trust, reliability, and consistency. It also provides a stable system to assist in building other important aspects of your business’ identity.
The final and most essential aspect of a blog is the level of activity. It takes time to build an audience. Most individuals and businesses who develop content are marketing for the long term. The blogging journey is a marathon, not a sprint.
I like to think of this aspect of blogging like a library. If customers are looking for information, they will want to find a library with lots of different books and resources. A library with few books simply does not offer the comprehensive information a consumer needs compared to a fully stocked one.
As you build up the backlog of informative and expert content, you are creating more opportunities for clients to find your business. With an expansive log of resources, people are more likely to trust what you have to say. Plus, the amount of knowledge available to consumers demonstrates the expertise you have in a specific industry. This solidifies your products and services as professional solutions to their problems.
Local Digital Marketing and SEO | Succeeding Small
As a small business ourselves, Succeeding Small understands the monumental effort of visualizing, realizing, and running a complete marketing campaign. From website optimization, social media ads, and SEO, it can add hours of work into your already busy schedule. This is why we love doing what we do. Our passion is helping small businesses implement expertly crafted strategies to build a larger customer base. Too busy to run your own marketing campaign? Contact us today! Our team of experts will help you create the perfect blog and brand marketing strategy for your small business.