Business blogs are an effective way of bringing in business for you and your client. A well-written blog, using keywords and metatags, can be a creative and useful method of bringing in new business by sending the reader back to the blogger’s website so that they buy the services and products thus increasing profits.
Here are four things to keep in mind when writing a business blog for you or your client:
- Educate them. Tell the reader how your barista brews her popular pumkin spice mocha or how you install a granite kitchen countertop. Describe what you do and how you do it. Brian Loebig of Loebig Ink (www.loebigink.com) uses blogs to update his clients on all things digital. He wants them to be knowledgeable of the latest trends and his website is a textbook example of how to do it. It’s both educational and entertaining. I know. I’m one of his clients and have learned a boatload from his site.
- Tell stories. People love to read about how someone learned a better way to do something. One of my clients has an endless supply of plumbing stories illustrating the need for a certain type of service or product. Sure, a blog can be a “clinical how-to” and may be appropriate in some inductries. I, however, find them pretty boring. Jane Doe’s SUV, which shut down in freeway traffic because she put off getting a tuneup, makes for compelling drama and shows the importance of keeping our cars maintained. After telling the story, the blog writer then describes how he tunes up a typical Sports Utility Vehicle at his garage. True stories bring home the point of the blog and describe something with which many readers can relate. Stories are interesting, effective and drive home (pardon the pun) the point. Use them.
- Keep it short. Your blog should take only two or three minutes to read which means it should be approximately 500 words. Look, a 2,500-word dissertation on how a vacuum cleaner operates is good for engineering white papers but not good for your blog. Make it simple. I seriously doubt that the typical reader wants to spend fifteen minutes reading something chock-full of technical jargon. They will quickly depart your blog site and may never return. (You could always hyperlink the technical version for the detail-oriented reader who just can’t get enough.)
- Lastly, reply to your readers. When someone takes the time to read your blog then comment on it, you have done very well. Your respectful reply, even if it’s just a “thank you”, acknowledges the reader and lets them know that you appreciate their comments. You never know: they may even become a client one day! So, check your blog often and be sure to reply. It’s common courtesy and just a smart thing to do.
Well, there’s a lot more to say here but then this blog would be too long. After all, that’s why “Part 2” was invented, right?
Philip Day is the owner and CEO of www.PhilipDayCommunications.com.