Does your company website have a blog that you keep regularly updated with new content? A company blog best practices can help enhance your business website in many ways, and it should prove to be a major key to the success of your inbound marketing plan.
Why Blog Regularly?
Most companies report success with their business blog. Marketers find that blog content helps to make a connection with consumers and bring in new business.
These are just some of the benefits you can enjoy with a good business blog:
- Search engines tend to value updated contents, and having a blog makes it easy to keep adding content.
- A business blog gives your company a voice and a chance to make a connection with consumers.
- Updated blog content can easily be shared on social networks.
- Very often, blog pages become the most popular pages on a company website.
One major advantage of blogging is that it gives you a quick way to test out new content to see what works the best. You might try adding articles, videos, graphics, and other kinds of content to determine which types will appeal to your audience and help close sales the best.
You can also experiment with different sorts of topics.
Corporate Blog Best Practices
Certainly, some business blogs work better than others do. Successful business bloggers will say that they enjoy good results because they work with a system that has been proven to offer them greater reach and conversions.
Every company, industry, and sort of consumer might be different. However, it’s a good idea to keep these best practices in mind:
- Include a call to action in each post, and in some cases. You may want to use text and graphics for this. For longer content, include a call to action near the top and at the bottom. For instance, you might add a call to action in your second paragraph and your last paragraph of an article.
- Include key words or key phrases in your post to improve your site’s SEO. You don’t want to overdo keywords, but you should include them in the title, in a heading, and in the text. You can also use synonyms or related phrases. Weave these words and phrases into your text in a natural way.
- Posts should include text and at least one graphic. You can tag the graphic with your key words and phrases too. If you plan to post videos, it’s still a good idea to include text to describe or enhance the video.
- Link keywords back to other relevant pages on your site. For instance, if you blog about good shoes for walking, you might link that to the appropriate sales page or related blog pages.
- Have visible social sharing links or icons on your blog pages. Make it easy for visitors to share your content on their social networks.
Now you should understand effective blogging basics.
Both for your blog and other postings, you will need to add content. In the next section, learn about the basics of effective content.
Provide Value to Consumers
Here is something that is true of blogging and true of other inbound marketing content:
- You should not always try to sell.
- You should always provide value to your visitors by educating, informing, or even entertaining them.
- With that said, your content still should support your marketing plan and business goals.
- Keep buyer personas in mind.
Don’t Always Sell
You can still use content to help grow your company and increase profits even if it isn’t directly intended to close a sale. Many marketers say that a good mix for blog content or social networking post is only about 20 percent sales material and 80 percent informative or other content.
Remember that consumers are liable to base some of their buying choices upon emotions. Your content can enhance your brand image, get attention, and extend your reach without directly selling your services or products.
What should your content be about if it’s not about your company’s offerings?
If your content isn’t directly selling, it can still help make an emotional connection or help consumers in some other way.
- You might blog about a community service effort that your company helped sponsor. Today’s consumers like to support businesses that work to make their community a better place.
- Other content might help improve customer service. You could post a helpful video about some aspect of your customer service that seems to generate a lot of phone calls or emails.
- You could offer consumers an article about ways to use one of your products to get them more excited about the idea of owning one. If you sell blenders, you could offer some videos with appetizing recipes. Certainly, those recipe videos could mention that your blenders are on sale this week or have a great guarantee, but that doesn’t have to be the main message.
There are companies that prove themselves exceptions to this rule. These lucky companies offer something that is so exceptional that their loyal customers eagerly await their next sales promotion or offer.
You might have to experiment to find the right mix of content for your own business. The most important thing to remember is to always produce content that internet users will find helpful and valuable.
Your Call to Action
What exactly is a call to action? This is the part of your content that asks site visitors to perform some intended action. You might ask for the sale, but you might also ask people to fill out a lead form, subscribe to a newsletter, or even pick up the phone to call.
You might try a combination of a graphic and a text call to action.
These are some very simple examples:
- Our free website analysis can help your website rank better in searches. Contact us today by phone or email.
- Enter your email address for a free white paper that will explain how to attract 20,000 subscribers to your email list in 20 days.
- You have until midnight to use this 20-percent-off coupon for our most popular blender.
Typically, a call to action might be longer than these brief examples. It should clarify the benefits of taking advantage of your offer and then tell consumers how to take the next step.
You know you need a call to action.
Obviously, it must be associated with some offer. Exactly, what should you offer? Really, your offer might depend upon what you want to sell, your buyer, and what stage a consumer is in their buyer’s journey.
Some people may still be seeking more information, but others might be ready to add a product to their shopping cart and make a purchase.
In any case, these are three types of offers to consider:
- No risk: A no-risk offer might be a free white paper, video, or some other kind of informative content. You may offer this in exchange for an email address. These are good offers for people who are just starting to engage with your company and simply want more information. They can benefit you by helping to build up your list of newsletter subscribers.
- Low risk: Is the buyer already somewhat engaged with your company, or are you certain that your business already has good brand recognition? In this case, you might ask consumers to take a slight risk. For instance, you may offer them a free or low-priced trial. If your offer is free, you might want more information than just an email address. Perhaps you will ask for a phone number or address or a connection on social media.
- Purchase: Eventually, you must ask for the sale. This is when you ask buyers to fill their shopping cart, pick up the phone, or visit your store. Make sure you emphasize the benefits and try to reduce the feeling that consumers are taking a risk as much as possible. For instance, you might offer a discount or money-back guarantee at this point.
So far, our discussion has centered on people who have already arrived on your company website. However, most businesses need to do quite a bit of marketing before they bring people to this point.
Social media is one of the most popular tools to engage an audience and increase reach. Continue to learn about effective social media strategies.