If you want to make your marketing more effective, one of the best things you can do is publish content online in the form of a blog.
A blog is simply a collection of articles published on your website. These should be original articles created to inform and educate your audiences, uncovering how you can help them and positioning your business as the obvious choice.
Your blog should be an integral part of your website. If it’s full of useful, engaging content that’s regularly updated, it will bring your website to life.
Why is this so effective?
It’s because people will search online for solutions to their problems. A blog gives you the opportunity to address these issues in a targeted way.
For example, if you’re a plumber, you might want to blog about what to do when a boiler breaks down. If someone’s boiler develops a fault, they may well then find your article. It won’t solve all their problems, but it will position you as someone who is knowledgeable and helpful.
There’s normally a plethora of topics that you can create to address the questions and needs of your various target audiences. Each one becomes a new page on your website, indexed by search engines and creates another entry point into your site.
Aside from search engine optimisation benefits, a blog represents your ‘voice’. It gives your business a personality – and as the old sales adage goes, people buy people.
It also gives you credibility which helps to influence people’s buying decisions. Establishing your authority will provide the reassurance and trust factor that prospective customers are seeking.
Content that you create is also ideal for promotion via social media and email newsletters. It gives you a reason to reach out to new and existing contacts.
Before you start writing, you need to create a blog plan.
This should define your key target audiences and what matters to them. It will set out your content schedule and ensure that you have a strategic approach to blogging that will yield real business results.
Blogging is a superb marketing tool – but it’s not a quick win.
You need to commit to it as a long term marketing strategy. It’s a cumulative process – the results will come over time.
To find out more check out our upcoming workshops.