Do your competitors have a blog for their brand? If so, according to a report from Hubspot, they are pulling in 55% more visitors than companies that don’t have a blog. If you don’t have a blog for your brand, get one going. If you have one and it’s not performing, learn how to leverage the power. There are a few things you need to do, and a few to avoid when you have a corporate blog representing and building your brand.
No One Wants to Read Stereo Instructions
You know what you do, you know how your product or service works. It’s likely very few people want to get too technical and know the down and dirty details of how your widget utilizes some mysterious latest internal gadget to do…something. Absolutely talk about your widgets, blog about their strong points, use Instagram filters to make them awesome in photos, but always do it from the point of view of the audience you want to reach-the people most likely to make a purchase.
No One Wants an Ad
Remember, ad blocking software on browsers wouldn’t be so popular if people actually loved ads. If your latest post reads like an ad, you’re going to drive your bounce rates sky high. It’s fine to review your products and promote your brand, but draw the line at what is informational and helpful to someone researching your brand to make a purchase decision, and when it becomes just another boring ad to read.
A Blog is Not Your Personal Venting Space
This is a huge mistake that has been made by brands. No matter how connected you feel to your reading audience, be professional. You can be casual in your communication, but don’t vent, don’t trash a competitor, and never discuss situations causing tension in your company. Ask before you post, “Will this continue to bring our brand forward?” If the answer is, “No,” don’t hit that publish button.
Everyone Loves a Problem Solver
According to Hubspot, 82% of marketers posting daily on their blogs reported acquiring customers via the blog platform, compared to only 57% of marketers that blogged monthly. Gear your blog content around what your customers and potential customers are looking for. Tell them the types of problems your widget or service can solve. If it can save money, eliminate a step in something tedious, showcase it in a blog post.
Use comments on posts and internal customer service questions to help build your blog content. This is a great way to keep your finger on the pulse for what your target audience is looking for. With a whopping 40% of people stating they read more than one blog per day, this is a powerful way to use your blog for getting your brand out there in front of people most likely to be become loyal customers. And it works by simply interacting.
If you can’t find the time to post on a regular basis, outsource your blogging. Here is the final piece of the puzzle for bringing your inbound conversion rates up. End every blog post with a call to action. Link to the widget you’re reviewing, or invite users to sign up for your mailing list to get special deals for being a preferred member.