There’s a bit of a debate whether blogging is even relevant in today’s social media craze, but blogging still plays a pivotal role for companies that want to offer more than just a useful website. Relevant content, when written and posted regularly, can not only keep your site current, it helps boost how and when you’re found on the Web, and yes, it can even act as a lead generation tool.
How many pages are on your website? Most likely, it isn’t a lot. Now think about how often you update those webpages. The bottom line is, you’re not going to update your “about us” page on a weekly basis. Static content is just that – static. To keep your website on Google’s (News - Alert) radar, adding regular content shows the Web spiders looking for you that you’re active. Every new indexed page is one more opportunity for you to show up in search engines, and drive traffic to your website through organic search.
If you’re looking for leads, you can draw very targeted people to a blog via search engines if you do a combination of simple things: write on a regular basis, ensuring proper use of tags and keywords within a post for a target audience, and offer a call to action. Your lead generation depends on your call to action. If you want to increase your lead generation you need to decrease distraction – that means your call to action must be the predominant element on the page.
This is especially important for companies that offer services vs. products. Selling a product is pretty straightforward, but selling a service is slightly more involved. Prospects first inquire about the service, usually comparing you to other providers. Blogging can attract prospects and begin the process of selling them on your services through informative posts, and eventually, grabbing them as a lead.
Of course, not everyone was born a natural journalist, so when it comes to setting up your blog keep these tips in mind:
Make sure you’re speaking to your target audience, and write posts that show, not tell. Have a compelling title and lead paragraph; don’t promise something with your title and intro that you don’t deliver. Keep it concise but worth the time. Blog posts should be easily digestible during a coffee break. Readers will give up if they need to scroll down endlessly. If you’re getting upwards of 1,000 words, consider breaking your post into two parts, or tightening up your ideas and language.
As with any blog post, you'll want to include the other key components of a great business blog post. Wrap it up in some way. You don't need to write a long, drawn-out conclusion; a sentence or two, or a question to spark discussion should do the trick.
Don’t forget: add a relevant call-to-action so you can generate some leads from your informative post.
Edited by Rory J. Thompson