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Business Blogging Basics
By: Charly Leetham, Ask Charly Leetham
Business blogging is a great way to connect with and inform your target audience about the solutions your business offers. Simply put, blogging is an excellent way to help prospects get to ‘Know You, Like You and Trust You’ and when they do, they will usually become loyal customers. What more could you want?
There are 'Three Things' that a business needs to remember when blogging for success:
Know your target audience – Every business or marketing book we read, tells us that we need to know our target audience. With blogging, knowing our target audience allows us to know how to speak to our readers. It is important to ‘speak’ to your blog readers in a way that they will relate to. For example, if your business targets young women between the ages of 13 and 20, you would use different words and lay out the text differently to appeal to them. If you do not know your target audience, how can you adjust your message so that it can be received appropriately?
Answer questions and be helpful – When someone searches the Internet, they don’t normally go looking for a brand name or a business. Normally, they are searching for a solution to a problem: ‘Stop my dog scratching itself’, ‘best way to get rid of a headache’, or ‘where can I learn to ballroom dance in Canberra’... By blogging, and offering solutions to the actual questions people ask, you will not only improve your website’s position in the search engine results, you will be positioning your business as the source of information in your niche. Always give something of value in your updates, don’t just ‘sell’ to your readers, let them leave your site with one thing they can do or try. Of course, you can also point out how your business can help, but be subtle about it. If you are at a loss for a topic to blog about, simply think about what keeps your customers awake at night, or what you get a lot of questions about in store or in person – write about those things.
Put a passionate, human face on it – Let’s face it, people like to connect with people. Sure, they may deal with the business but it is the people that make the difference. Your blog can be the ‘human face’ of your business on the web and regardless of how formal it is, your business readers need to feel that they are interacting with a real person. Let your passion for your topic, products and services shine through in your updates. People want to know that you really believe in what you share. If you do not feel that you have the level of enthusiasm to write an update, delegate the work or employ someone to help.
Remember, you are the salesperson for your business, if you are not passionate about your business, why should anyone else be?
Used appropriately, your blog is a very powerful tool in your marketing toolkit.