Blogging has become a way for small businesses to further connect and engage with their readers – and the concept has caught fire.
A HubSpot study revealed that business blogging increased 17 percent from 2009 to 2012. A solid and well-written blog can help you in more ways than one – it can build your credibility and a more credible website will rank better in Google. However, with so many eyes on your business blog, mistakes can be detrimental.
As you write your business blog, make sure you avoid these six sins of business blogging:
1) Poor Writing
This one is pretty obvious, but bad writing can do some damage to your reputation. Poor grammar, punctuation, and spelling errors can mean your customers will not be back to visit your blog. It’s an easy problem to resolve – make sure you hire a good writer or even several writers. It gives your blog a variety of voices that your different customers can relate to.
2) Presenting Instead of Conversing
Strong blog posts inspire conversation and encourage readers to comment on or share the content. Instead of viewing a blog as a dissertation, think of it as your opinion and advice on a hot topic. Make sure to present it in a conversational manner.
Your blog is not the place to obviously promote your business. If you immediately try to sell a customer a product, prior to building a trusting relationship, you can scare that customer away. Instead, establish a blog that provides consistent useful information that will encourage your customers to make purchasing decisions. Just like the way you build your brand trust on social media, use your blog to create a bond with your customers. It will pay off in the long run.
4) Not Talking to the People
Oftentimes when businesses start a blog, it’s with the intent to further connect with their readers and sell more goods. But if the readers don’t relate to or understand what the writers are saying, the blog isn’t living up to its capabilities. Place a high focus on the audience and recognize it’s about much more than what you say – it’s about what the people hear.
5) Writing with No Direction
Variety within a blog is the key to success and prevents your blog from becoming boring – but it’s also essential to make sure your readers know what to expect. Be clear about the purpose of your blog. Revisit the reasons why you began your business and make sure those reasons shine through in your blog. When written with passion, your blog can keep your readers excited and coming back for more.
6) Not Utilizing Your Experience
Your perspective is different from the zillions of blogs out there – but what makes it stand out? Why should readers give their precious time to your blog instead of another? Why should they trust your voice? If you are a business owner, you probably started a blog after being in business, so you obviously have experience in your area of expertise. As you tap into your passion, make the most out of your blogging experience and offer a one-of-a-kind perspective. Don’t say the same thing all of the other bloggers are saying – go ahead and have an opinion. Remember that disruption and a unique point of view often breed success.
Customers can be retained or lost from your blogging efforts – so it’s imperative you blog correctly. A well-written business blog can lead your company to great success when built with a customer-centric focus in mind.
How have you found success in business blogging?
About the Author:
Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.
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