Coming out of the Blog: Creating a Business Blog Writing Strategy
June 3, 2014
You're doing everything, right.
Your small business has Facebook, Twitter and Linkedin pages. Your website has been updated. You're creating videos and loading them to your site.
You have sent out a media release announcing a new product.
You even have a monthly e-newsletter.
You're doing everything except...blog writing.
It's a common mistake for many small businesses to do all of the above as part of their Online Strategic Marketing Media Plan, yet completely omit or even ignore blog writing. That's not a good idea as blogs are a proven way to educate, enlighten, converse with and sell to your customers.
Good news is this: It's not too late. Here are Seven (7) Steps in Creating a Business Blog Writing Strategy:
Create a simple Blog Content Action Plan: Write down a list of products and services that need to be articulated in your first 10-12 blogpostings. Also, list the services that would resolve the problems/dilemmas of your clients.
Have answers to customer objections: Anticipate your customer's objections and fears. Then, address them in educational, brief and easy-to-read blogs. Look back on customer feedback and use that as possible topics.
Create your "Brand Story": Your blogs will allow you to form your brand story. You can tell of your founding (i.e. "We began in my parent's garage."). You can describe your challenges (i.e. "Our small company had only $50 in the bank and no website.") You can tell of your values, too. (i.e. "We chose to offer full refunds if not totally satisfied.") Your brand story is a story your customers want to hear. It humanizes your company and invites customers to get to know you.
Set up your blog on Wordpress: Wordpress is the most popular platform for blogs. It's also easy to set up. Google "Wordpress blogs" and see any number of ways to set it up and also see examples of well-written business blogs. Your search engine optimization may also be increased by using Wordpress.
Set a word-length for your blog: Consistency is a strength in blogging. Set a word count (600-1000, max is good) and stick with it. Your regular readers will know that they can take 3-5 minutes each week and read your blog. Avoid book-length blogs. You don't want to be a know-it-all or write a lengthy encyclopedia.entry. Make it brief, educational and entertaining.
Brand your blog. Brand consistency, along all of your social media platforms, is essential and your blog is no different. Add your brand, tag line, location and website address to your brand and make it the header (banner) for your blog. This brand will then connect your blog to the website, Facebook page, Twitter page and Linkedin pages. Plus, it should match up with your business cards and letterhead.
Keep it Relevant: Don't let your blog stray from your brand and your existence. Keep the topics relevant to your business but don't let it be an advertisement. (We'll cover that in a later blog.)
Blogs aren't just for bakers and architects, they're for all types of small businesses. Make it an integral part of your social and SEO strategy.