Is blogging here to stay? Don't people just scroll and walk past them online?
Blogs are just letters to strangers, and over time these strangers become friends.
As part of a planned marketing approach, regular blog posts can help build relationships and they are a good way for people to find you who otherwise might not.
If the lifecycle of the purchase decision in your business takes time, maybe you provide a high value service which takes a while to complete, selling software for example, then a blog post can be a good way to start a low pressure conversation with a potential customer. They help reach people who are keen to learn more, but who maybe are not quite ready to commit just yet.
So what should you write about, how long should a post be and how often is it right to write?
Well, you always want to end a blog with an invitation to take the conversation further, and you’ll see a link at the end of this post inviting you to get in touch. What you talk about beforehand is really up to you. You can find out what kind of search terms people who fit your customer profile use, and perhaps plan to blog around these issues. Perhaps pick a theme. Here at today-but-then for example, we like to talk about this day in history (hence the the name). I like the Silver Screen, so I'll reflect on things that have happened on this day in the past, and then bring the blog around to my business. Click here to read an example.
Opinions vary on how long blogs should be, but I tend to think in terms of five-minute slots. A five-minute read on average has between 500 and 700 words, so I’d start there (this post is about 690 words as a guide). You're asking for a low level of commitment with this kind of length. Frequency is also a matter of opinion. Goldilocks blogging is what you want... not too long, not too short. Not too often, not too rare, and once you've landed on a theme, you should blog I'd suggest at least weekly, and probably not more than two or three times a week.
This frequency gives you an opportunity to use your social media channels to post something new, all with links to bring people back to your website and engage with your sales process.
When you blog, you are inviting people to get to know you. As the relationship grows, trust will grow, and when the time is right for the customer to commit further, you’ll already be a trusted voice, increasing the likelihood that you’ll be their first point of call.
Regular blogging also gives you a library of content that people can find at any time, without re-writing it and you could be attracting someone’s attention months down the line. This is called evergreen content...the content that keeps on giving.
Having a blog as part of your marketing strategy can be really powerful and where it used to be a nice to have, it's becoming pretty much an essential. It gives you something to post on social media, pushing people to your site. You can talk about an issue for a while, and then you invite the reader to carry the conversation on by clicking a link.
Beware though. Blogging is a discipline, and a habit. The Internet is riddled with sites who say they blog regularly, but when you look, they haven’t posted for a while, often months.
That’s where I come in.
I work with you to set a tone of voice appropriate to your business. Then I provide you with regular blog posts to post on your site.
Depending on your appetite and your budget, I can provide simply the content, or I can create and distribute your content through your site and social media channels for you, managing your social media accounts so that you have regular content and contact to engage customers.
With me you’ll get great content of course. You’ll also feel the benefit of 25 years experience and the personal touch of a small family company. Click here to have a free no obligation consultation on how we can help your plans to grow your business.