Even if you work with an experienced and affordable web designer, getting a new business website is going to put a small dent in your marketing budget. What’s more, it’s something that gives you a chance to make a fresh start with your online marketing. Once your new site is online, you’re ready to start getting more customers from search engines and other corners of the web.
It’s easy to forget that WordPress was originally designed as a platform for blogs. Now that it has become the world’s most popular content management system, it is used to create everything from news outlets to online resumes and e-commerce storefronts. Still, it really shines as a blogging system. And, marketers get the most from it when they add fresh thoughts and articles to their websites on a regular basis.
When you take advantage of the blogging features on WordPress, you become much more visible to Google and it’s 4 billion+ daily users. Also, you make your website a relevant source of new information and give customers a reason to come back and see what new tips or advice you have to share.
Of course, none of this is new information. Most business owners already know how important blogging is for SEO, branding, and online marketing purposes. The problem is that growing a blog is like losing weight – easy to think of about, but hard to follow through with.
In that spirit, today we want to share a handful of tips you can use to establish an effective blog for your company and make the most of your new WordPress business website…
Commit to Blogging Regularly
Blogging is all about commitment. In the same way, you won’t lose an extra few pounds or find a handful of new customers without first making the decision to try, you’re probably unlikely to spontaneously start generating dozens of new articles per year if you don’t make a conscious decision to do so. Decide early on what you think is a reasonable level of output for your company (for example, one new post every Tuesday) and then set your sights on reaching that goal.
Know Your Readers and Customers
Most business owners and managers don’t really enjoy the process of writing. Many feel like it takes them back to their school days when they never knew exactly what to say or how to best express their ideas. Blogging doesn’t have to feel like that. Instead of trying to “dress up” your writing, think of your best customer. Structure your articles in a way that speaks to them. Use language that comes naturally to you and would make sense to that audience. That will make your posts better while turning writing into less of a chore at the same time.
Work From an Editorial Schedule
Often, newer marketers complain about writer’s block when putting their first few blog posts together. There is an easy solution to that problem: work from a planned schedule or editorial calendar. This is simply a list of topics you want to address in the coming weeks. It’s something you don’t have to come up with on the spot; in fact, you’ll probably do better if you brainstorm ideas when you don’t need them. Spend a few hours on a Saturday morning coming up with a handful of concepts and you’ll never have to face a blank page when writing blog posts in the future.
Get Help With Writing or Proofreading, if Necessary
If you truly aren’t comfortable writing your own posts, consider working with a copywriter or ghostwriter. An experienced professional can take your thoughts (either through written notes you provide or quick interviews over the phone) and turn them into thoughtful and organized articles. Note that a good writer can do the same thing for your existing drafts, proofreading them and making them clearer for your readers. Neither service will cost you much, and either one can help you stay on track with your editorial calendar.
Have a Point to Every Blog Post
Every one of your blog posts should have a point. In fact, it should have a couple. The first is the idea or advice you are leaving the reader with. For example, the point of this post might be “take advantage of WordPress by posting to your blog more often.” The second point is the one is relevant to your business. Every article you post to your blog should end with some kind of call to action. Invite the reader to check out another article, download a guide, or contact your business. If someone is interested enough in your ideas to read your thoughts, see if they’ll take the next step.
Finish Your Posts With Three Easy Steps
Before you actually publish your blog online, you should take a moment to review three things. First, ask yourself whether you are using an important search engine optimization phrase in the title. If not, revise the headline until you have included one. Next, ask yourself whether the image you are using is interesting and compelling. Humans tend to notice pictures before text, so your preview image is important to bringing in traffic. And finally, ensure your meta description is inviting, so Google searchers who see a preview for your post will want to read it.
Evaluate Your Blogging Results Over Time
Marketers like to see instant results from their blogging efforts, but the reality is that it takes time to improve your Google ranking, build up a readership, and gain credibility for your business. However, by checking on your web metrics once a month, you should be able to identify which topics appeal to your readers. Pay attention to the article themes that attract the most views and comments, since they are the ones you should stress going forward. Also, look to see whether your blog is building strength over time, and try to find ways to bring even more readers in.
For all the tricks, gimmicks, and plugins business owners like to try when it comes to finding customers over the internet, nothing stands up to the simple efficiency of a frequently-updated blog. So, whether you’re getting ready to plan a launch of your new WordPress site, or just looking for a way to jumpstart your marketing efforts without eating too heavily into your budget, now is the time to take your blog to the next level.
If you need help with any of these steps or putting together a comprehensive internet marketing plan that makes bottom-line sense, maybe it’s time to speak with the creative team at WebWize. You can reach us directly at 713.682.7111 to schedule a free consultation and website review today!
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About Glenn Brooks
Glenn Brooks is the founder of WebWize, Inc. WebWize has provided web design, development, hosting, SEO and email services since 1994. Glenn graduated from SWTSU with a degree in Commercial Art and worked in the advertising, marketing, and printing industries for 18 years before starting WebWize.