In recent years, business and technology have entered into a (mostly) happy marriage. The two are, in short, inseparable. No company stands a chance of making it if they don’t get technology on board. You won’t get far if you don’t tap into the world wide audience at your fingertips. Especially not when the competition is already online.
But, even during the time business has been online, things have changed in a major way. A basic website was once all you needed. Then, social media and online engagement became top of the charts. And, things have gone even further. Most modern businesses now incorporate top-quality blogs alongside their websites.
If you hadn’t considered a blog before, this news may not be the best you’ve heard. It’s just another thing to get your head around when you already have the world on your shoulders. Running a business is, after all, about all the commitment one person needs. In truth, though, developing a high quality blog isn’t as tough as you might think. To help you along the way, we’ve got some pointers worth considering.
The Technological Side
First, you need to get on top of the technological aspect of your blog. This starts from the moment you entertain the idea. Before you can get going, you need to know how to incorporate a blog into your website. With a bit of luck, the web host for your domain will support a platform like WordPress, which you can easily link. If not, you may need to do your research and produce your blog using a different host.
Technological know how is also important to stop things going wrong. You’re putting your business name on this blog. If things go wrong, it will reflect poorly on your reputation. Not to mention that you could lose money if the blog is down for too long. The best way around the issue is to do your research beforehand. There are certain issues you’ll need to know how to cope with, such as the error establishing a database connection on WordPress. This notification is enough to send fear into the hearts of knowledgeable bloggers. If you arm yourself with the necessary knowledge ahead of time, it won’t be able to do the same to you. Backing up your content is also important. If your blog does crash, you need to ensure you can still put those posts back up at a later date.
Content Which Does More Than Advertise
You then need to get your head around your content. This may take a while because a blog is a different beast to any other business content you’ll produce. The purpose of this platform is not to ruthlessly advertise your product. Instead, you’re aiming to draw more customers to your site with informative, interesting posts. You want to write articles anyone could click on. If you’re only churning out advertising pieces, that’s not going to happen.
So, what type of content should you produce? Aim to write articles which serve a particular purpose, and will be relevant to search criteria. For example, a home improvement company may write a ‘Six easy ways to improve your home’ type post. A fashion store could write an article titled ‘The best fall fashions for your wardrobe.’. As you can see, neither of these apply to a product. Anyone searching for this type of content will find your posts. Once they’re on your site, they may then take a look around. And, if you’re managing to keep content relevant, this could lead to a new sale. If you feel the need, you could give your products a brief mention in these posts, but keep it natural. You don’t want readers to feel that you’re shoving anything down their throats.
Check, And Then Check Again
It’s also important to bear in mind that quality of writing matters. You’re a business owner, not a literary genius, but this blog is closely linked to your business. If you make simple grammar mistakes on your posts, why would anyone trust you with their money? This kind of thing goes a long way and could make or break a deal.
With a bit of luck, you’ll already have someone in the office who knows their way around the English language. If you do, make them your primary blogger. You could trust them to write the pieces. Or, you could write a draft yourself, and let them write up a final copy. Make sure, too, that as many people check the post as possible. The more eyes there are, the more chance you have of spotting mistakes.
And don’t fear if you don’t have a grammar whizz in your midst. With sites like Grammarly now readily available to all, there’s no reason why you can’t still make this work. Such sites are invaluable. They’ll help you understand context, as well as simple spelling and punctuation mistakes. Programs like Microsoft Word also offer these functions, but they come at a price.
Open A Discussion And Respond To Comments
It’s also important to interact. Writing the posts is, of course, important. But, if you don’t open the lines of communication, you may not see any rewards for your efforts. In the same way that social media builds the personal aspect of your business, so too can your blog. Make this a two-way affair by throwing discussions out there to your audience. Ask, in the conclusion of your posts, if readers have any suggestions for each other. Conversations like these can be fantastic and will inspire commitment from your audience.
Make sure, too, that you reply to comments posted. It may take a little while, but this is crucial. If people receive a reply from you, they’ll feel more connected to you. This sense of loyalty is essential for gaining customers who return time and again. Plus, your replies will keep the conversation going. If you don’t respond, you may find that people soon stop attempting to comment at all.