Why blog? This is a question that is bounced around offices around the world and yet most businesses have a blog on their websites in 2019. Blogging does a lot for a business over time - it increases awareness, credibility, search engine rankings and leads. A blog is both an educational and marketing tool to attract new leads and foster better customer relationships. Blogging isn’t just for the B2C world it also is widely successful in the B2B space as well.
“According to our 2016 State of Inbound report, B2B marketers who blog receive 67% more leads than those who don’t, and marketers who have prioritized blogging are 13X more likely to enjoy positive ROI” -Hubspot
So in order to capitalize on all the potential blogging offers your company, first you need to consider your goals. What are your business goals and how can your blog align with them? By establishing what your outcomes should be you can work to then establish a plan to meet them. For example, if your business wants to increase brand awareness with consumers as an outcome, your blog should educate and provide retailers information for consumers. Once you have a goal, it's time to start your blog launch plan.
Launching Your blog
Every blog should be aligned with your established business goals, those goals acts a launching point for your sales and marketing efforts, including your blog. Here is a launch plan to get your blog off the ground.
1.Establish Your Target Audience
Before you even start looking at a potential topic you need to establish who you should be reading your blogs. Is it your current customers, your ideal lead or the general everyday consumers? When you write a blog it is important to write to a target audience. It is helpful to build personas around your audience. A persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. This includes their motivations, needs, perceptions, demographics etc. This helps you ensure that content is tailored to your audience, making it more likely to be positively received.
2. Set a Frequent and Achievable Blogging Schedule
Most businesses will aim to blog 2 or more times a week, but this can be a lot of time to commit to right off the bat. You want to establish a realistic schedule that you can stick to, blogging once a week or at least twice a month is a good start. Once you have a schedule you should evaluate how it works a month or two later.
3. Brainstorm Topics
Before you even begin writing your first blog, it's good to take time and brainstorm a number of different blog topics that will be of interest to your audience. A topics bank ensure you always have something to write about when the time comes to blog. Choosing a general theme and then breaking it down into a series is a great way to keep your audience coming back to read your post.
4. Include Images and Links
Every blog you write should leave the reader looking for more, capturing their attention with images keep your blogs interesting. When the reader is actively interested it gives you the opportunity to get them to read another blog or explore a product you sell.
“By including links for deeper exploration, you continue their journey from curiosity to the customer.”
5. Share on Social Media and Email
Social media is where your blogs will shine. By sharing all your content through your social media and through an email you can foster a greater community and credibility among those who are following you.
A blog is more than just a way to attract more traffic to your website, it is a way to connect with your audience. As you begin your blog it is important to keep your goals and voice in mind as every blog is a representation of your company.