By Sarah Weddle, Vice President
Blogs may be ubiquitous in today’s digital landscape, but blogging in its current form is quite different than it was when it was first introduced (and referred to as a “weblog”). So, it’s understandable that many people are still confused about the medium and unaware of how valuable of a marketing tool it can be. In fact, one of the top questions we receive from clients is, “What is a blog?”
We’ll start with the answer because it’s simple, really: A blog is an online publication.
That’s all there is to it – although how a blog is executed can vary widely. For example, it can be part of your website or it can be a standalone website. It can be personal (more like a diary) or it can be professional. But ultimately, it’s a place where you publish content that is of interest to your readers.
When it comes to business – B2B and B2C – blogging is a powerful tactic to attract leads. However, you should never start a blog with the intent of generating sales (that is the quickest way to fail). Rather, a blog should be a resource for your customers, providing them with information and positioning your place in the market.
Mistakes to Avoid
This type of content generation is not the right approach for every company – don’t let someone try to convince you otherwise. Ideally, blogging should be just one piece of your marketing strategy. So, determine how it supports the other tactics you have in place and go from there. Consider the following:
Honestly, there is no “right” way to blog. While your posts should be high quality and thoughtful, if you get too hung up on the details, you will be doing a disservice to your customers and your company. At the end of the day, consistency is what’s really important. If you blog with regular frequency and maintain a consistent voice, your blog is more likely to become a highlight of your site.
In terms of your posting schedule, quality is always better than quantity. If your posts are well-written and useful, you will attract a larger audience – and your SEO will improve, as will your leads. The best way to provide value for your readers is to write for them, not to serve the interests of your company. Consider the questions you receive most often and the pain points your customers experience and then address them in writing.
We also recommend that as you develop your blog, you keep a “Blogging Style Guide,” so that there is uniformity among all of your posts in terms of formatting, word choice, and tone.
The Real Value of Blogging
Not convinced? Here are just some of the reasons you should consider a blog for your company website:
Time to Get Started
You don’t have to go it alone when it comes to blogging. We can help you develop and execute a blogging strategy that will support your company’s goals and attract new leads. We can also work with your team to craft and publish blog posts that match the tone and brand that your company wants to portray.
If you’re interested in launching a blog or improving the strategy behind your existing blog, we can help. Contact us for an honest evaluation of what blogging can do for your company.
A website is a first – and lasting – impression of your business. For new prospects, you want to capture and hold their attention. For current clients and customers, who may visit your site regularly, it’s a resource for thought leadership materials, contact information, or a list of your available services.
Whether you have just recently created a website for your business or have had one for many years, there is always improvement that can be made. A website should be regularly reviewed and updated to ensure usability and an accurate reflection of your company and its latest news.
Today we’re sharing five things that should be on every website; if you find yourself lacking in an area or two, take care of it as soon as possible to give your business the best online presence possible.
Any business website should lead to straightforward conclusions for the viewer: the industry of the company, pricing, location, etc.; but, what about the owner or the team who make the business successful? A little background about the company and people who make it function will go a long way in generating a relationship with a visitor, especially for smaller businesses.
If you continuously have customers raving about your services and/or products, make it known! Including testimonials on your website boosts your credibility and lets others sell your product for you. Validation of your services might be exactly what a potential customer needs to decide to work with you and your team.
Call to Action
Make it easy for your visitors to take the action you desire from their website visit. Whether you’re selling products or services, it is crucial to have a “Call to Action.” This could be a link directly to your contact information, a link to a registration page for a training or webinar session, or a link to an article to download for further reading.
Social Media Integration
If you have already established a website, chances are you have a social media presence (and if not, get on it!) Make sure that you have links to these other outlets, on your website in order to draw more interaction to your business. We recommend using a logo – this is much more appealing to the eye than a hyperlink!
Today’s website visitor could be coming to you from any device – an iPad, a mobile phone, a laptop, a desktop – who knows! Make sure your website is optimized for mobile viewing, making it easier for customers to interact with your content. If a prospect visits your site and can’t easily navigate it, they’ll likely turn away and never come back.
These tips will help with your SEO and your sales, making your site more friendly for search engines and visitors alike. If your website needs to be refreshed, our team at Graham Media Partners can help you tell your story! Contact us for more information about our services.