If you're an online business entrepreneur just looking at getting into inbound marketing and business blog writing, it can seem overwhelming. Inbound marketing is unlike any other form of marketing today. While it shares some features in common with previous advertising strategies, fundamentally, it requires a new process to be used effectively.
However, fret not! When it comes down to it, business blog writing isn't that hard. We've broken it down into seven basic facets. Once you understand these, you'll be ready to jump into the blogging waters headfirst and give yourself a head start in your search engine optimization strategies in the meantime.
Ready? Here we go!
Business Blog Writing in Seven (Fairly) Easy Steps
Discover your keywords. Keywords are the lifeblood of inbound marketing. You need to select the right keywords to link to your business, ones that customers will using to search for you online. These then get integrated into your content so that when someone searches for information relating to your industry, your links will appear high up in Google's rankings.
Learn about your customers. The best business blog writing is targeted: You're writing blogs that your market wants to read. Go talk to your sales department and work up a profile of your top demographics. Learn about their background and interests to discover what sort of content they want. The more you learn about your market base, the better you'll be able to reach out to them.
Find your voice. Based on your findings about your customers and what subjects they're likely to read about, decide on a voice for your blog. Do you want to be jokey, casual, informative, or authoritative? Will you write in the first, second, or third-person? How do you want your writing to influence your brand perceptions? For the sake of brand consistency, it's best to decide these matters before writing.
Blog constantly. Once the preliminaries are done, it's time to start blogging. Persistence and consistency are the keys. Generally speaking, the more you blog – as long as it's good content people want to read – more blogs will get you more sales. Be prepared to stick with it, though. It's likely to take several months, at least, for your efforts to pay off.
Utilize social media. Business blogging and social media marketing go hand-in-hand. Put buttons on your blog to encourage people to share them on their favorite social services, and establish your own social accounts to make direct contacts with your customers and leads. People sharing your content will send more people to your website.
Measure results. Unlike in traditional advertising, you can track your online marketing efforts through the use of analytics. Track changes you make to your site along with relevant numbers such as your rate of pageviews and lead conversions. Graphed over time, these give you terrific insight into the effectiveness of your blogging as well as giving you suggestions for how to improve your strategies in the future to bring in more leads and sales.
Adapt. Things change incredibly quickly on the Internet. Keep abreast of changes in the SEO industry by following reputable blogs and adapt your strategies to fit. Generally speaking, when you're looking for advice on inbound marketing, if it's more than a year old there's a good chance it's out-of-date. Combine insights you find on new trends with your analytical findings to decide on new approaches to your business blogging so that you stay ahead of the curve, rather than behind it.
Anyone with a company and a website can engage in business blog writing and achieve success through it. As long as you have a strategic vision, the persistence to keep blogging constantly, and the tools to analyze your results, it will be a powerful addition to your marketing toolbox.
Successful business blog writers: what were some of your early keys to success when you started your blog?