As a small business, you need to decide how you are going to tell your potential clients, and existing clients, how you can help them.
Adding a blog to your website is just one way you can do that. It can offer great value for money and a brilliant return on investment BUT, and here is the thing, only if it is done right.
When I hear business owners saying that they don’t bother with blogs anymore, that it was a waste of money, I could weep. It’s a bit like me saying that a diet hasn’t worked when I’ve just been out for a curry and eaten cake every day: if you don’t follow the rules, if you don’t do it right, then, of course, it won’t work.
Here are six things to consider to improve the return on investment of your blogs:
1. Commit – Time. Money. Or both?
Adding a blog to your website and posting diligently for the first 3 weeks…. then once a month…. maybe twice a year…. when you remember, is not going to cut it.
You need to commit time and be consistent. A website with the last blog dated 2 years ago is going to make the visitor question even if the business is still open.
If you are going the DIY route, then work out your hourly rate, how much time you need to invest in your blogs, and the cost. Allocate the time in your diary, and treat it as you would any other business commitment. Or you may decide that outsourcing is the better value for money.
2. Plan – Content Strategy
Be focused. Create a content strategy with clear goals, and a plan on how to achieve them. This means more than a topic plan.
Are you wanting to improve your SEO? Increase traffic to your website? Move into a new market? Retain clients or attract new ones?
A content strategist will help to establish how frequently you need to blog, how long the blogs should be, the keywords to use, and, well, put a content strategy together.
3. Monitor – with patience
If you are going to invest time and money into a marketing route, you need to monitor the impact of that investment. It takes time – improving your SEO can take two years.
Your strategy may be as simple as you want to make sure your website looks current, or to position yourself as an expert.
4. Make the most of the content – get social
Don’t just stick the blog on your website and forget about it. Email it out. Use snippets on social media. Re-use. Make sure you post it correctly with the metatag, and hashtags, all in line with your strategy.
Posting it on LinkedIn / FB can drive traffic to your website. Emailing it to your client list can remind them of your relationship.
And remember social media is called social media for a reason. You can’t just post and ignore it – respond to comments, thank shares, and interact. Be social.
5. Not just about the words – “an image is worth 1000 words”
Make sure that your images are relevant, professional and consistent. Change the image for different platforms, and each time you re-post the content to freshen it. Think about your brand and how images can help to create brand awareness.
6. What’s the point – give the reader something to do
Include a clear call to action – in line with your strategy. Do you want your reader to click a button through to your website, vote on a poll, or follow an account?
Encourage your reader to interact and engage through a clear call to action.
And all that even before we talk about what the content should be, how to engage your readers, hashtags, GMB, and how to get the right header!
If you would like help planning your strategy, or writing your blogs, drop me a line. Would like to chat about how we can achieve the best value for you.
