By now, most business owners have gotten the message that social media is an important part of promoting their business online and connecting with their target demographic. They’ve also developed an understanding of how important a company blog really is when it comes to facilitating this process.
Hubspot reported in March 2012 that only 43% of ‘less than monthly’ business bloggers convert customers from their blog
However, many businesses and consultants start a company blog without a clear picture in mind of how to go about making the most of it. WordPress (http://en.wordpress.com/stats) estimates that over 1.65 million new blog articles are posted every day…how are you going to stand out from the crowd? Here are some of the most commonly made business blogging mistakes today, as well as some tips on how you can make sure they don’t happen to you.
Blogs at their best are living entities that are frequently updated with up to the minute information, interesting resources, or entertaining banter. Frequent and consistent updates help you build an audience of dedicated readers who could soon become customers. Hubspot reported in March 2012 that only 43% of ‘less than monthly’ business bloggers convert customers from their blog. Sounds pretty good, right? In contrast, if you are blogging multiple times a day, you will have an estimated 92% conversion rate. (http://blog.hubspot.com/blog/tabid/6307/bid /31550/20-Fresh-Stats-About-the-State-of-Inbound-Marketing-in-2012.aspx)
Not many of us feel we have the time to blog that much, but a blog that hasn’t been maintained or updated at least once a week suggests a lack of caring when it comes to how you do business – hardly the impression you want to make.
While every blogger struggles with finding fresh, interesting subjects to post about on a regular basis, it’s important that they master the practice before they lose their audience.
2. Lack of Engagement
Many business bloggers forget altogether that they’re writing for an audience. That said, they make every post company-centric. Alternatively, they make every post an advertisement or a hard-sell piece of copy. Who is going to be interested in reading that, let alone coming back for more? Good business blog content contains something for the reader in every post, whether that’s solid information for their business niche or simply an entertaining story to absorb.
3. Monotonous Content
That brings us to the next business blogging pitfall – a collection of posts that are all exactly the same. How boring. Companies that blog have 55% more visitors to their website (Hubspot, 120 Awesome Marketing Stats, Charts and Graphs, p 80-103), which can generate solid leads. While every blogger struggles with finding fresh, interesting subjects to post about on a regular basis, it’s important that they master the practice before they lose their audience.
Try mixing posts on company news and events with similar occurrences in your industry at large. Talk about upcoming events and statistics, but share opinions, reactions, and different types of media (videos, podcasts) as well. You can inspire. You can rant. You can teach your readers how to do something new or spark a debate on a hot topic. Your business’ blog should be a treasure trove of entertaining pieces and valuable information.
4. No Identifiable Personality
Blogs – even if they’re business blogs – differ from news wires and similar types of periodicals in one very important way. They should feel personal and possess a very distinct voice. While it can present a challenge to cultivate a voice — a unique personality for your business — it’s important that you do so. It’s a bigger part of successful branding than you think. This becomes very clear when you browse company blogs attached to brands like Apple, or American Airlines, or Ford Motors.
Running a successful business blog has more in common with running a successful personal blog than many people realize. It requires commitment, and a bit of heart and soul.
About Kamal Bekkari
Kamal is the Director of Strategy Plus Consultancy, based in Gold Coast Australia. Kamal’s strong commercial finance background allows him to provide expert analysis of financial data, and implement cost-effective and efficient changes to help businesses improve profitability and revenue as they decrease business complexity and costs.
For more information you can follow our blogs on www.strategyplusconsultancy.com.au and/or ‘like’ us on Facebook.