The fact is that because of lack of time, commitment, or a good strategy, the majority of blogs fail. Maybe FAIL is too strong a word because most blogs don’t have a real goal in the first place. However, as a business strategy, blogs do have a purpose… to generate leads that turn into quality customers. If a prospect finds an abandoned blog, (either through a forgotten link on the company’s web site or a search engine result) they’re left with a negative impression of the company.
Don’t let this happen. A blog is a terrible thing to waste. It does take time and commitment, but with a plan in place, your blog will increase your search engine visibility, establish your credibility, and provide more online leads than you can handle.
Here’s a regimented workout that will help jumpstart a new or stalled business blog and prevent your company from being just another amateur in the blogosphere. (Please consult your physician before beginning any new activity regimen, and always remember to stretch prior to the exercise and breathe throughout.)
Write 3 Posts a Week: Once your blog has an established readership you may be able to cut back your frequency, but to begin you should plan on writing three times a week. Schedule recurring blocks of time in your calendar with no distractions. While I have worked up to writing Monday through Friday each week, the most important aspect of writing is consistency… quality of production over a quick blast of effort and then a dead blog.
Posts can be of varying lengths and styles, but I respectfully suggest that brevity is a virtue for a reason. Numbered lists, how-tos, and commentary on your customers’ industries are proven topic winners.
Blog Popular Search Terms: Blog search engines like Icerocket and Technorati often display the most popular current search terms. If you can work a popular topic into a new post you place your blog in front of thousands of potential new readers. Just make sure the topic is relevant to your business. While more visitors are nice, the goal here is to get “viable” prospects reading your blog.
Make it Easy for People to Subscribe and Share: Blogs that don’t offer an RSS feed, or those who relegate it to some little dusty corner of the bottom of the web page, are pointless. One of a blog’s biggest strengths is its ability to syndicate content. People can subscribe and receive new posts to their email whether or not they’re on your blog or not. Feedburner and Feedblitz are two services you can integrate into your blog that allows visitors to subscribe via RSS feed or email.
In a nutshell, an abandoned blog is a black eye for any business. A regularly updated, narrowly focused blog is a powerful magnet for search engines, new business leads, and journalists looking to speak with an industry expert. By dedicating the time necessary to building a strong blog, you’ll have your investment returned to you a hundred times over in search engine visibility, new prospects and lower customer acquisition costs.
About Wendi McGowan