As small businesses look for ways to get a better return on investment (ROI), one area that oftentimes goes overlooked is the company blog.
For many business owners, their attention is normally directed towards sales and not on online content, social media and other means by which to promote the company.
The problem rests with the fact that not giving enough attention to blogs, online content, social media etc. means your brand is not getting the necessary publicity it needs.
In the event your company is looking for ways to bring more traffic to your site, along with increasing the stream of revenue coming in the door, take some time and look at your blog. As you review the blog, ask yourself and/or the person/s in charge of it the following:
* Is the blog relevant to our industry?
* Are we updating the blog on a regular basis with valuable content?
* Does the blog get enough exposure through our social media channels?
* Would I read this blog if I had no affiliation with the company?
If you answered ‘no’ even one time in reviewing these questions, then you need to reassess what you are doing with the blog. Trust me, turning a blind eye to issues with your blog is like throwing money away.
I have spoken with numerous blog owners over the years and one question they oftentimes have problems answering is what is the goal behind their blog to begin with? It seems like a simple enough question, but you would be surprised how many of them have trouble answering it.
Keep in mind that the company blog is just one component of an overall sales pitch for your company.
The blog can and should be a great tool for your sales team when they are out in the field trying to sell. The bottom line is they can point back to the blog to show current and potential clients how your business can help bring them more attention.
Lastly, your blog should be a strong educational tool that informs any and all traffic that comes to the site.
You may not sell someone on your business this time around when they visit the blog, but there is always that next time when they stop by. As you place more pertinent content on the blog, you begin to stand out from the competition, meaning your site will be a “go-to” destination over time.
Company blogs should not take up an entire day’s worth of time and effort, but they do need attention.
In the event your company blog has not been receiving the necessary attention, take some time today and show it a little love.
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