We chatted a bit last week about why you need a blog for your business.
There are a few rules you need to follow, especially if you want people to spend their time on your site in as good a mood as possible. You know, the sort of state of mind that makes them want to buy stuff from you, or make use of your services.
Keep it consistent.
A regular posting schedule is what will keep your site as the go-to for your particular city and business type. Falling off the radar for a week or two may not break your business, but it doesn’t look all that great compared to sticking to a regular posting schedule.
Don’t think that you have to be posting every day, either. Once per week is good enough and is a safe starting point. It keeps the site fresh, shows that you haven’t fallen off the face of the Earth, and is fairly easy to keep up with. If you’re using a WordPress site you can easily schedule posts ahead of time — and you can always hire someone to write those articles and keep the site up-to-date.
Keep it positive.
You may be in the business of solving problems or otherwise tackling stuff that may be less-than-happy, but you want to instill some sense of hope in potential clients. If you’re telling people the pitfalls of purchasing a home on an unassumed road, tell them how those problems can be tackled — or how you, specifically, can reduce the risks. Posting about the signs of a termite infestation? Tell people what they can do about it. Your solution will most likely result in a bit of self-promotion … and that’s fine!
Even if you’re talking about something you don’t particularly like you should try to put a positive spin on it: offer alternatives that you prefer, ways to improve the issue, other design options, anything that will leave your audience thinking, “Hey, these people really know what they’re talking about.”
People generally respond better to positive stimuli.
Keep it professional.
If you use Facebook, you’re probably following a few pages for businesses. Facebook is a popular platform for local businesses because the audience is huge, it’s mostly accessible, and it’s not overly difficult to get started. Making the page take off can be a pain, but that’s not what I’m focused on here. Take a look at the content those businesses are posting. Is it related to their work? Is it positive? Is it informative?
A lot of businesses feel the need to use their space on the web to show off their political views, post tasteless jokes, or otherwise share content that might make their great-grandmother wash their mouths out with soap. There are businesses that use their various web presences to attack other businesses or respond negatively to bad reviews instead of trying to solve the problem.
Your business’ blog is not the place for this stuff … unless this stuff makes up your business, then by all means.
The purpose of your biz blog is not to share your personal interests and causes with the community — it’s to promote your business, or create excitement for your business, or share what your business can do, or otherwise provide valuable information that keeps people coming back. The people that will keep going back to your sexist jokes or inflammatory political commentary are probably not going to be contributing to paying your bills. Any average visitor that just wants to know what you do and whether or not they should hire you isn’t going to be convinced by a Minions graphic that declares you’re fluent in sarcasm.
Keep it clean.
I’m not referring to clean as in not raunchy.
An overly-busy-looking blog with too much flashy advertising or an eye-burning colour scheme will turn people away. Frequent spelling mistakes will do the same thing. It’s also important to break up your content in easy-to-digest chunks because people like to skim articles instead of swallowing them whole. So to speak.
If you use a picture as the background, make sure the text is on a solid colour so it’s readable. When you include images, use just enough to get the point across without crowding out the written content. If you use advertising like Google Adsense, don’t put them anywhere and everywhere that has space.
Keep your site looking clean. It’ll be easier to navigate, and everybody will be happier for it.
Does your blog break any of these rules? Do you need help figuring out how to rein it in? Let me help you out and we’ll get your blog back under control.