You must have heard how important it is to have a blog for your business.
In fact, numerous studies showed different case studies of how they were able to support their business by having a blog.
In case you still not sure how having a blog can benefit your business, here are some few statistics:
- Business that blog have 67% more leads than business that do not
- Companies who blog receives 97% more links than companies who do not (source)
So having a blog is a no-brainer yet many people struggle with growing their business with a blog.
Why is this so?
The reason is simple. What no one tells you is that hainvg a blog post reside on your site is just one half of the equation. The other half which a lot of people are no talking about is promotion your blog post.
Good written blog post + excellent promotion = traffic, leads,sales
So this article is actually about how you can promote each of your post for maximum impact.
But if you are still struggling with the basics of blogging, you may want to check out this best practice for a business blog.
Don’t worry, go ahead and read it we will be here when you are back.
So now that you understand the best practice, we are ready to actually start using our blog as a traffic generation machine.
Here are a few things before we actually talk about what you should so with your business blog posts.
- More is not necessary better – I’m sure you have heard that you should produce lot of content because Google’s freshness factor.
While this can work for your brand, you should realise that as a small business, you don’t have the resources to do that. Rather you should spend time creating one spectacular piece of content and a lot of time actively promoting it.
- Do not treat your blog posts as orphans.
Most businesses publish blog post in isolation. You should not. Each piece of article on your site must support a bigger piece of article. That means
- You should get your keyword mapping done
- Link to other related articles when producing a content.
3. Measure the impact of each post.
What you don’t measure, you can’t improve.
Before producing any content, you must identify what success means for that article. Factors that you will track should include
- Time spent on page
- Bounce rate
We have gotten all the nuisance out of the way.
So let’s assume you have taken your time to write a piece of content, how can you maximize this post to get the best benefit from it such that it drives traffic to your site which ultimately you can convert to leads.
- Be social: The first place where you should spend time promoting your content should be on social media. The first place where you should spend time promoting your content should be on social media.
While there is no direct impact on ranking;at least as far as we can tell; social media platforms are good for discovery.
There it is important you make use of these platforms to get the words out about your article. Here is what you should do
- Tweet as much as 10 times each day. Vary the headline, vary the content, vary the accompanying image. What you should not do is tweet once and forget about it
- Tweet at people you mentioned in your post or people who you think might be interested in reading eg if I have written an article about “trends in the HR industry in 2018”, I should tweet at HR professionals who I know might be interested in reading my article
- Share once every week on your Facebook and Linkedin page while varying headline, image and snippets.
- Share in Facebook and LinkedIn groups you belong to. Every business account must belong to at least 5 relevant groups on LinkedIn and Facebook.
- Spend time on forum
Forums are another great place you want to leverage to promote your article. When people are burning questions, they usually turn to related forums to ask their questions.
Use this opportunity to spread the words out about your content. Look for questions related to the new peice of article you just wrote. Now spend time answering those questions while citing relevance to your article where necessary.
- Don’t forget your email list
Got an email list, then send out a newsletter concerning your post to them. If you don’t have a list, then probably it’s time you start considering how to build up your subscriber list.
But what if you absolutely new and don’t have an email list. Here is what you can do
- Create a list and put your friends and family in it. Then send them your newsletter and ask them to forward it to their friends who they think will benefit from reading it
- Know someone who has a relevant list? Then get on their list either through a sponsored post, begging them or offering to do something for them in return.
- Always link out to relevant resources.
Once you cultivate the habit of citing relevant resources to support your article, you have an opportunity to get other people to share your content.
This strategy works on the theory of reciprocal. When you do something for someone, they also do something for you in return.
When it comes to the online word, one of the greatest favour you can do for anyone is citing their content in your piece.
This is why it is important to link wisely and carefully.
Having a business blog is a means to an end therefore each piece of post you have on your site must be actively promoted so that you get the maximum benefits it can bring.
The cumulative effect of higher traffic you see in most case studies can also be achieved you if you spend 20% of your time writing but spend the remaining 80% actively promoting each blog post.