How do you write a blog to successfully promote your business? Do you have some sort of strategy, and are you implementing it properly to get the biggest benefits out of it?
Below, we share 9 handy tips that you can follow for a better business blogging strategy and increased online exposure.
(In a rush? Let our blog writing services handle everything for you instead).
1. Have A Purpose
Before you even start creating any posts for your business blog, you’ll need to have a purpose behind creating the content. Since you’ll be promoting your business, the purpose could range from increasing sales, to gaining a better online reputation, to even just seeing an increased level of website traffic.
Having a purpose will allow you to target specific keywords and individuals to maximize your success – for example, if your main purpose is to increase sales, you’ll be able to narrow down your focus to particular products you want to promote instead of writing vague posts that simply claim your business is better than the competition.
While this tip does sound very obvious, some businesses will have a blog simply because they think they need one, and not because they have content they want to put out for their target audience. Those types of blogs usually don’t contribute anything meaningful to the business, so avoid creating posts with no purpose behind them. If you’re ever in doubt, try drafting a simple plan to make sure that you’ll have enough useful information to include in the post!
2. Talk About Product Launches
A great way to promote and bring attention to your business is to talk about new product launches. This can be in many different ways, including extended product descriptions, product reviews, demo videos, or posts highlighting the key features of the products. Whatever you choose to do, make sure to go into more depth than just announcing a new product, as these kinds of posts are meant to both inform your existing customers of upcoming products, and spur interest among them. Simply putting out a post saying “a new product is here!” will initially get some attention, but will very quickly get boring if you launch new products often.
Product launch posts can open up a possibility to ask questions and make suggestions for future products or launches, as customers will be able to express their opinions in the comments of your posts. They will make your business seem more approachable, as letting your customers know what is happening is a much better tactic than simply putting new products up on sale, as it shows that you actually care about what they think. Also, if you’re posting about an upcoming launch, it will give your customers some time to decide whether they actually want the product and to save up their money to buy it on the day it launches.
Of course, we don’t recommend making a product launch post every single time you add something to your site if you regularly update your stock with new items. Posting about a new product almost daily can get quite annoying for your customers, so make sure to do this sparingly – post often enough to keep your customers updated, but not enough to annoy them.
3. Offer Exclusive Discounts And Promotions
Everyone loves a discount, and you can really use that to your advantage when trying to promote your business through your blog. Offering an exclusive promo code or a sale only available to your readers not only rewards your existing customers for their loyalty and support, but also convinces new people to start supporting your business.
You can even turn this idea into a contest by, for example, asking your readers to submit blog ideas for a chance to win a free product or a unique discount. Another popular example is offering new customers a discount in exchange for signing up to your newsletter, or creating an account on your online store site. Just make sure that people actually know about the discounts you’re offering by mentioning them in some of your posts!
However, you need to remember to avoid being too ‘salesy’ when offering these discounts. Most people follow business blogs to find out more about the people that are a part of it and to gain exclusive information about products, so they won’t like seeing posts that seem fake and overly enthusiastic about a simple sale. A constant stream of discount announcements may even suggest that you’re otherwise unable to sell your products, and have to rely on reduced prices enticing people, so use this tactic sparingly and make sure to actually provide some quality content alongside the promotions you’re offering.
4. Create Helpful Content
Regardless of what your business is, creating content that provides your customers with helpful information related to your products or services will keep them coming back. We can’t stress the importance of this enough – people want to read something more than an overly enthusiastic sales pitch, something that actually offers some value to them instead of shoving services in their faces.
An easy way to produce content that’s worth reading is to imagine what questions your customers will have, and to try and answer them in your posts. For example if you come out with a new product, try creating a quick “how to get started” guide that explains how to use or set up the product, when to use it, and how it’ll be helpful. Apart from providing some useful tips, this sort of content is great because it’s timeless and people will come back to these guides time and time again to make sure they’re using your products properly.
Alternatively, you can choose to focus on educating your customers on topics related to the industry your business is in, and subtly incorporating references to how your products or services contribute. This lets you to promote your business without making it the sole focus of your writing, helping you to stay away from exaggerated, ‘salesy’ content.
5. Include Calls To Action
Calls to action are a great way to gain more customers without being too annoying with your promotions. They’re designed to subtly direct readers towards purchasing a product, signing up for a newsletter, or simply staying on your blog longer to read your other posts. You can easily include calls to action within most types of content you create, usually at the beginning or end of the post.
For example, if you’re posting about an upcoming product launch, you can suggest to your readers that they should subscribe to your newsletter to be the first ones to get access to the sale. It’s simple, not overly pushy, and promises a benefit in exchange for the action. While there is no 100% guarantee that a call to action will work on everyone, it does open up the possibility of more people purchasing your products or getting in touch, which is exactly what your blog aims to do!
6. Engage With Your Customers
Engaging with your customers is vital if you want your business to grow its online presence, and it’s actually surprisingly easy to do when you have a blog. A majority of blog hosting websites will give you the opportunity to have comments under your posts – turn them on! People love leaving their opinions or asking questions, and giving your readers the opportunity to do so will make your business seem much more approachable. Just make sure to actually answer some comments, especially if people are asking questions or bringing up some suggestions.
Another way you can engage with your audience is by collaborating with them. This can come in many forms, but one unique way to do this is to give one loyal and trusted customer the opportunity to create a guest post, or at least contribute to the creation of a piece of content. You can host a competition to pick someone, or simply get in touch with a frequent commenter to see if they’d be willing to work with you. Chances are, they’ll be thrilled to be featured on one of their favorite blogs and will likely recommend your business to others.
7. Post Consistently
The key to successfully promoting your business is to stay consistent with the quality and quantity of content being posted to your blog. Sticking to a regular schedule will show off a good work ethic, and will also help ensure maximum exposure – regular blog readers will eventually learn your posting schedule and visit the blog soon after you post something, increasing initial engagement and pushing it to the top of search results. Meanwhile, always posting high-quality work will prove to your readers that you actually care about what you’re writing and aren’t simply posting whatever will get you the most customers.
Depending on the type of content you plan on posting, you’ll probably benefit from either a weekly or a daily posting schedule. Make sure to stay as consistent as possible, posting on the same day every week and at roughly the same time. Also, warn your readers if you know you’re going to break away from the schedule, so that they aren’t disappointed if you don’t post when they expect you to!
To help you stay consistent with the quality of your posts, make sure to have at least a brief plan of what you want to promote or inform your readers about. This will ensure you stay on track and will hopefully remove ‘fluff’ from your content, which usually shows up when a writer doesn’t know what to say. You should also make sure to be genuine from the very beginning – using big words and complicated writing styles will either set unrealistic expectations for the quality of your future content, or will make you seem inexperienced in your field if you make a mistake.
8. Involve Field Experts
Having a field expert featured on your blog can significantly improve your brand’s reputation, especially if they say something positive about your services or products. This usually comes in the form of an interview or a guest post, where the expert passes on their knowledge and experience to both you and your readers.
This helps to grow your reputation in two ways: your business is being supported by a field expert so it must be trustworthy, and you’re making the effort to provide your customers with the best information available, which shows that you genuinely care about them and not just their money.
Also, a lot of these experts will have blogs or social media pages of their own, and the chances of them promoting the post they’re featured in are pretty high. This will expose your blog to a much bigger audience, opening up more opportunities for new customers and business partnerships in the future.
9. Don’t Only Talk Business
While this may seem a bit counterintuitive when it comes to a blog that’s supposed to promote your business, occasionally talking about something other than your brand and products can actually boost your online presence. We briefly mentioned this already, but this is because people absolutely love finding out more about the people behind a brand and what their daily lives look like. They are much more likely to trust you if they know some personal information about you, which means that these kinds of posts will usually increase sales and blog visits.
We recommend dedicating a post or two each month to something more personal, in order to stay engaged with your readers. Now, we don’t mean that you have to post all your deepest, darkest secrets on your blog. A simple post detailing your daily routine as a business owner, for example, is personal enough to provide some variation and to intrigue your readers, but still remains fairly professional.
Just remember to not overdo it by constantly posting about your private life. Not all of your readers will particularly care, plus new readers that come across your blog may get the impression that it’s a personal blog rather than a business blog.