Are you guilty of making the three worst business blogging mistakes? It’s easy enough for busy small business owners and professionals to determine. Just ask these three questions:
1. Are people finding your business blog and website?
2. Are you seeing an increase in website traffic and qualified leads?
3. Are you getting sales results?
When I work with small business owners and professionals on their content marketing and blog strategies, the conversation generally starts with the statement about a lack of traction from a blog.
My first step is to review their business blog and website. Typically, what I find is one or a combination of the following:
- The blog is not updated frequently enough, there’s not enough content with keywords, or poor website/blog design that makes search engine indexing and capturing visitors difficult, if not impossible. The result is that prospects (and new clients!) are not able to easily find you and your solutions.
- There’s no way for people to try out your services or products for free before buying; no information products available; no way for you to capture email addresses for follow-up marketing. You’re not providing an easy way for new clients to sample your services. They are not getting to experience your products or services.
- Your web pages, blog posts, ezine and other content lack benefits-driven reasons why visitors or email recipients should read, care, and act on your messages. You’re not persuading anybody to do anything.
In other words, your clients can’t find you, get to know you, or hire or buy from you. The whole point of business blogging is to get found, get known, and get clients!
The cost to small business owners and professionals who make these three worst business blogging mistakes is no/poor lead generation and no pipeline/sales.
Small business owners acknowledge this. It’s not really new news. But often they just can’t afford to hire an expensive copywriter and they’re often the one in charge of blog writing.
The good news is that each of these common blogging mistakes can be avoided with good writing skills. You don’t have to have a Ph.D. or a degree in marketing. You do have to be able to clearly communicate the benefits of your solutions (i.e. products and services.)
That means putting yourself into the mind of a potential prospect, and writing with their needs in mind. When you address the problems of your readers, you’ll be using the keywordsthey use in search directories to find solutions to their problems.
You write about them, they search for solutions, they find you (your website, your blog, or your landing pages), and everybody goes home happy.
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