A small business blog can be an effective tool for engaging with your customers to help create an interest in your business. Avoid these blogging mistakes so you can ensure a growing readership for your blog.
Not Engaging With Your Customers
A blog that heavily promotes your products and services without encouraging open dialogue can turn customers away. Your blog gives your business an opportunity to provide content that is useful and interesting that makes customers want to learn more about your offerings. For example, if your own a small accounting business, you could blog about common items people forget to claim at tax time in a conversational way. This helps build trust with clients and showcases your expertise and knowledge. Use your blog as an informal communication channel with customers.
Lack of a Direction
Business blogs can be ineffective if they lack a purpose. Customers are likely to be confused if your blog has a plethora of information but isn’t clear about its purpose. Give your blog a sense of direction by giving customers some background about why you decided to start your business. For example, if you sell products, blog about how your passion for selling came from running a lemonade stand each summer when you were a child. Customers often relate to stories like this; it encourages them to want to learn more about your small business. Create a landing page that clearly explains what your blog is about and the best way to navigate it.
Failing to Incorporate Technology
If your business blog does not use technology to make it stand out, it is unlikely to attract and engage customers. Use search engine optimization to ensure customers can easily find your blog. Use different keywords and phrases throughout your content to see how it affects your blog’s Google ranking. Track what content gets the most interest using data analytics software to help you determine what’s working and what’s not. Do this regularly, as search engines keep updating their algorithms for ranking web pages. Make your blog posts easy to share on social media and provide different types of content, such as text and videos. For example, if you are targeting millennials, a video blog may be more effective for engaging with your customers.
Poorly Written Content or Inaccurate Information
Poor writing and inaccuracy can make your business look unprofessional and out of date. For example, if you own a small software business and post content about obsolete products or outdated technology, customers could conclude that you are not up-to-date with the latest software. If you publish content on your blog that has spelling mistakes and bad grammar, your business may develop a reputation for being unprofessional. You could hire a freelance writer who is knowledgeable about your industry to help create blog posts. Get your staff involved in running your business blog; your employees can fact check information and correct errors.