Some business blogs draw in thousands of readers every month. Many of these blogs offer advice and how-to's, which are always guaranteed to draw a crowd. However, the blogs that draw in the most readers also add a personal touch somewhere within the blog. Whether it's an employee feature or use of people-oriented language, some blogs draw in the crowd by becoming part of the crowd.
1. Employees Are the Brand Some blogs and websites will allow the employees to be the face of the brand. This brings a human feel to the brand, and allows customers to get a "behind the scenes" feel to the business. Customers need to trust a business, and understanding who is behind the product generates this trust. 2. Bring in Outsiders Inviting guest bloggers to contribute to your blog provides different insights and a sense of transparency for your customers. It proves that you trust others in your area of expertise, and that you are human. You communicate that you are not the only expert, and that you also listen to the advice of others. Customers will grow to trust you as a human who is the same as them - who needs advice and the word of others occasionally. 3. Use Pictures Using pictures doesn't mean grabbing stock images. Customers recognize these right away, and honestly, they reduce the credibility of your blog and website. Instead, take pictures of the back end of your business. Let customers inside the workings of what you do. Ask a designer to create images that coincide with your brand. Use images that draw a reader into your world visually. 4. Make it All Sharable This is one of the most important parts of having a blog. Those little "share" squares must be present on every single blog. Make sure customers can share every blog, on every forum, immediately. Don't make the buttons difficult to find, either. People are more apt to come to a blog where they can easily share what they like with their friends. Most blogs place the share button near the top of each article, which is quickly becoming the prime spot. People often scan an article then share it, so a share button at the end of an article may not be noticed. 5. Keep the Theme Consistent Throughout You've worked hard on your brand. It's polished, professional, and it took months to finish. Why would you stray from it in your blog? For instance, if your brand has an old-time image in its design, keep the images and feel of the blog old-timey. Consistency is important. Consider the most popular brands in the country - people will recognize the image, even without the brand name. This should be the goal of your business. Keep the brand consistent across the board.
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In business, the question of the blog is often passed around the website design table. Is it really necessary? Should a piece of the budget be devoted to a blog? Why should any piece of the business be directed toward a blog? The last question is the most important to answer: Why? Why should money be spent, why should a blog be a part of a business website, why should any time be devoted to this activity at all? The answers come in ten separate parts.
1. Increase in SEO Consider the website, especially the website's back end. There are a number of keywords hidden in that back end so consumers can find the site faster. Google will rate the site using these keywords, and the site will fare better with keywords attached. Why, then, would a business NOT use the same keywords in a blog? While blogs must be organic and mainly conversational in nature, keywords are always found throughout every article. The blog increases the chances of a user finding your business site with a variety of search engines. 2. Sharing Your Personal Side An about page or home page will work for the basics of your business, but a blog delivers the personal side of who you are. Customers want to relate to the person running the business; they are more likely to purchase when they feel connected to the person selling. A blog creates this natural connection over the Internet, which is impersonal by nature. 3. Social Media Support What will you share on your social media pages? It's nice to share something from your own page, isn't it? This is where blogs help. They are a natural match to social media, where your high quality content is shared by customers, leading new consumers back to your website. It's fine to share other people's site in your area of expertise, but why not include some articles from your own domain? 4. You are the Authority When your name is on an expertly written blog backed with facts, you become an authority in your field. When a customer wonders, "How do I pick a paint color?" or, "When will I know it's time to change my water heater?", you will be the person to which they turn. They will search your blog or website for the answers, because you will have proven your expertise through your blogs. 5. Conversion Rates Increase This fact only matches the previous facts; when customers view you as an authority, and can find your site easier, conversions increase. A blog positions your business as the source for information, the source for materials, and the place to go for what the customer needs. Most customers are more apt to purchase from the same site where they gain information and advice. 6. Generating Inbound Links Blogs help draw others who are interested in connecting to your site. When you have the best information in your blog, you will interest experts and authorities in your field. You'll have others asking you to trade links, and you will generate further traffic through link sharing. You want to have a blog which allows for more opportunities to post these links. 7. Long-Tail Search Queries Happen Naturally Think about your website. The search terms, "Alan's Comics", or "Comics" may return hits for your site. However, a search for, "Finding Batman vs. Joker Episodes" won't return your site. You want to include these long-tail searches in your results, and a blog helps do that. With a blog, specific services and search terms are more likely to pull your site in front of more consumers. 8. Increased Leads This almost goes without saying, but a blog helps increase leads. Research into SEO proves that a site with more pages generates more leads. This means that more blogs leads to more consumers viewing your site, and more leads converting to customers. As more blogs are added, more individuals find what they need for their personal needs, and return to the site for future needs. 9. Additional Connections A blog is a perfect "jumping point" for conversations between businesses and customers. When a customer reads a blog, he or she gains information and intelligence, which help the business increase the likelihood of a sale. When a customer is able to come to a business and talk intelligently about his or her needs, the customer gains more confidence in the company. The blog is the perfect place for customers to learn more about their personal needs, what they can get from the company, and what they will eventually purchase. The blog offers an extra level of conversation and connection between the company and the customer. 10. Google Loves Freshness Adding a new blog on a regular basis gives the website a fresh look, and Google loves this. The search engines like having updates to deliver to consumers, and often give consumers the newest information first. Keep your blog updated every week - or more - to help keep your site ranking high on Google and other search engines. |
AuthorRebecca has been blogging for ten years. She'd love to help you fill your blog! Archives
August 2019
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