For your business to grow and thrive, you need to get your message in front of potential customers.
We covered how to identify your ideal customer, also known as your customer “persona”, in a previous post. Click hear to read “How to Find Your Ideal Customer”.
Once you have identified your ideal customer and you have a good idea where they spend their time, you need to put your message where your audience can find it. That’s going to be true regardless of what your business is. So, if you want to grow your business, you’re going to need to grow your captive audience.
In this report, we’re going to talk about how to increase your audience by using the most popular blogging system on the Internet: WordPress. It’s estimated that WordPress powers fully 25% of all the websites that are on the Internet, so you can be confident that it’s a stable and reliable piece of software. And the price is certainly right. It’s FREE.
Of course, you know when something is free there is always a catch. You need to load the free WordPress software onto a commercial web hosting site which will cost a monthly or yearly subscription. You want it maintained and always available in a secure data center so it’s worth it. If you haven’t done this before, you may want to get some professional help setting it up.
WordPress is a “content management system”, so once it is setup, it is easy to learn how to manage the site yourself and add content, like blog posts and pictures.
For more guidelines on your web site setup, read “Effective Marketing for Small Business”.
Here are three things that will help your blogging attract and hold the interest of the people you want as customers.
Develop a “voice”
Having a voice doesn’t just mean the act of talking or writing. It means having a point of view, being distinctive, and maybe even a little opinionated or controversial. There is a lot of noise on the Internet, and people are trying to find the content that’s interesting.
One of the things that makes blogging such a great opportunity for you is that its easy to start a blog. Write what you know your ideal customer is interested in. Give them facts and tell them stories. Let your knowledge of your subject come through and maybe even your passion and your humor.
By having a strong and consistent point of view, you’re already going to be more compelling than most other blogs. You may already have an idea of how you want to go about building your blog audience, or you may need to take a little time to self-analyze your business and your unique selling proposition.
The voice of your blog should be a good fit for the product or service you’re selling. For example, if you offer natural health care products, then a writing voice that’s positive and nurturing is almost certain to be more appropriate than a voice that’s “in your face” or too factual.
Watch Your Numbers
Your readership can be monitored. Google Analytics (GA) is free and can be easily setup to monitor your site for a deeper understanding of your web visitor experience. You can then adjust your blog to see what keeps people on your site and reading your blog.
Of course, the desired result is to get people to connect with you and eventually buy from you.
Schedule your Posts
While blogging can give you a great return on your efforts, you’ll only achieve that return if your blog has regular updates and fresh posts. Coming up with a schedule for what you’re going to publish on your blog can help you avoid the content droughts that can cause your readership to dwindle.
Once you start thinking into the future, you may find that once you get into a groove of coming up with new topics to write about, you’ll be able to identify a half-dozen, or a dozen, or even more. Having a list of relevant topics can be a powerful thing, as many writers would agree that coming up with the answer to the “what should I write about?” question is often the hardest part of the process!
You don’t necessarily have to write these articles at once, but at a minimum you should have a schedule for when each post will be published. Try starting with a once-a-week schedule and see if that needs adjusting. Whatever you choose, make sure to be consistent.
If you can write some of your content in advance, WordPress makes it easy to automatically schedule blog posts for publication in the future. That way you can upload your new content, choose exactly when each post will go live, and then be free to focus on other aspects of your business until it’s time to upload a new batch of blog posts.
Remember that blogging for your business is an ongoing process. You need to build an audience, but you also need to keep them. If you’ve tried blogging before but were unhappy with the results, take another read through this report to see where you might have been able to change things to get a better outcome.
You don’t necessarily have to have a blog to build a great business, as there are other opportunities for you to create a captive audience. But if you start a blog, and put in the time and energy, you’ll almost certainly be pleased with how things turn out.
In future posts I will discuss how to use social media to attract new readers to your blog and web site.
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