A business blog for your brand is one of the most important tools in your marketing arsenal. Sure, you’ve got all the statistics to support the need for a blog, such as 55% more traffic and costs of 62% less per lead. What you may not realize, however, is that blogging is imperative for your brand. This is your way to share your vision with the world or, more specifically, your buyers.
Now that you understand the real reason behind starting a blog, how can you ensure you build your brand rather than tearing it down? Here are some simple dos and don’ts to keep in mind:
Don’t Forget Your Buyers
Starting a blog for your business can be stressful, especially if you’ve never considered one before. You’ve only got one chance to convey your brand values to the world. Your first instinct might be to sit down and plan out a content calendar that’s all about you and the things you want to talk about. This would be the absolute opposite of what you should do. Believe it or not, your blog is about your buyers. Always think first of who those buyers are and what they need to know. Planning your calendar after that will be a breeze. Well, at least it will be easier.
Do Address Pain Points
Many believe the purpose of a blog is to build relationships with their buyers, and they’d be correct. However, it’s easy to slip down the wrong path toward making your customers like you. Even if your company has built a brand around humor and sarcasm, you can’t rely solely on funny posts to get by. Your blog’s true purpose is to inform and convert leads, and to do that, you must address your buyers’ pain points. Explain how your products or services will make their lives easier or provide tutorials for those who may not understand your business. If you can do these things while making your buyers laugh, then by all means, do it.
Don’t Ignore Spelling and Grammar
You may believe spelling and grammar aren’t important when blogging about your business. After all, unless you’re selling proofreading or editing services, who really cares what kind of grasp you have on the English language? The truth is, everyone cares. Even Google cares. Your mission through your blog is to create relationships with your buyers and prove that you’re professional and knowledgeable. Constant mistakes will undermine your authority. They’ll also affect your search rankings, according to Google’s quality guidelines.
Do Maintain Consistency
Your blog can be your biggest tool when sharing your brand and values with your audience. However, if you’re not careful to maintain a consistent brand voice throughout, your blog can also be the most confusing. Develop brand standards that apply to each and every blog you publish. Make sure your voice remains consistent, than you’re showing your value instead of telling. One day of quality information that helps create a tie between you and your buyers can be completely erased by a following blog that deviates from your brand standards.
Don’t Focus So Much on the SEO
Of course you want your company to be found in Google searches, but your main focus should never be the keywords. Instead, spend time creating quality content that conveys your vision and mission. Inform your buyers about your products and services, provide little glimpses inside your company through staff introductions, and work to establish yourself as an expert in your field. If you can do these things with your blog, the SEO will take care of itself.
Do Sweat the Small Stuff
Your words aren’t the only things your buyers will read when they visit your blog. Every aspect, large and small, will be consumed and digested. Do your photos and images tell your blog visitors what kind of company you are, or do you use the opportunity to show? When you share videos, are they created with your brand in mind or do you simply share someone else’s work all the time?
Don’t Give Up
Orson Welles once said, “If you want a happy ending, that depends, of course, on where you stop your story.” The same can be said about a successful blog. Sure, you want your blog to be a success, but you can’t expect to gain traction overnight. You’ve got a long road of quality content, connection with buyers, and proving your expertise ahead of you. If you give up today, tomorrow might have been the day you found wild success.
If you’re still unsure of building your brand through blogging, we can help. Let’s take a look at your brand and message, and then we’ll help you share your thoughts with the world.
