Blogging to Grow your Online Presence
Have you been told to blog more about your business? Are you unsure where to start? Here are some tips for new bloggers, to get you going.
Blogging is an integral component in your digital marketing plan. In a world where ‘content is king’, it’s one of the leading ways to communicate what you have to say as a brand – whether that be internal updates, industry news or topics you have expert knowledge on.
Blogging may seem really straightforward but there’s a lot more to it, if you want to maximise your ROI and grow your online presence.
Create a content marketing strategy
Behind any good blog lies an intelligent content marketing strategy. Your content strategy should be defined by your objectives, your target market and your messaging to them. For example, a beauty salon’s objective might be to attract 20 new male clients with a proposition to transform the ‘beard look’ to something tidier and more manageable for the summer. Content will need to be produced to entice this demographic, not just with text about the offering, but with dynamic content like before and after pictures, time lapse videos and case studies. You can then look at the best avenues for getting that messaging out.
Don’t underestimate the power of blogging
Whilst your content should still be communicated via the more aggressive methods like email marketing and display adverting, blogging is an inexpensive way to get your message across more passively. Blogging is an opportunity to be more informal and chatty, which can go under the radar on potential clients and attract a brand following.
Don’t drop the blogging ball
Keep on blogging! If you want to grow your audience or maximise clicks, you need to keep a steady flow of blog posts. Write about a mixture of topics, from fun updates, to useful advice and all things in between. The aim is to maintain a steady churn that showcases expertise and personality. This fosters trust in your brand.
Allow subscription to your blog
Add a function for people to be able to subscribe to your blog, so that they are notified when you post new blogs. This builds a loyal following of people, which become a pool of leads that are much more likely to convert or use your service. The key is in exposing them to your expertise without overselling to them. Subscription also saves people from having to remember to check back on your site.
Brand your blogs
You don’t want to go over the top with branding as it can appear too salesy, but including your brand name, logo and links to your key pages is essential, if you want to build brand recognition and stick in people’s minds. Go with the approach of subliminal messaging – dropping subtle hints of who you are, without overwhelming your readers.
Connect your blog to your social profiles
Social media marketing is an incredibly useful tool for promoting your blogs. Uploading your blog to your website’s blog section and alerting subscribers is one thing but using your social media profiles to push out that content exposes it to a whole new pool of people. For example, if you have 500 followers and just 1% of those share it, that’s 5 people who could be sharing your content. If each of those followers has 500 friends, that’s potential exposure of your content to 2,500 people.
Help people to share content on social directly from your blog, by adding social media buttons.
Write guest blogs on external sites
Your expertise don’t have to be confined to your own site. Submit your blogs to industry sites, such as news sites, review sites and guides. Having your brand synergised on trustworthy sites is a positive tick in the eyes of Google and also creates a backlink from their site to yours. Just remember to include hyperlinks!
Remember to keep your content unique – don’t post the same blog anywhere else, including on your own site. This is earmarked as duplicate content, which can negatively affect your SEO.
Other than that, write your content as you would any other; with clear optimisation of keywords, use of <h1>, <h2> etc heading tags, links – both internal links and external links and an engaging structure for the users. This means adding a clear CTA (call to action), so users can take an action towards meeting your objectives.
Content Marketing Advice
Need some help with your SEO? Whitefish Marketing can help. Based in Folkestone Kent, we are masters of the social arena and how to use this to the advantage of your business, offering a range of online marketing services from SEO, PPC, website development and social media management. Give our friendly team a call on 01303 720 288.