Business blogging is a little bit different than standard blogging where you try to deliver great content and form a relationship with your readers. A business blog is meant to attract customer or clients to your business, not a group of friendly visitors who occasionally buy a garden hoe you’re promoting. Since you’re addressing prospective clients you want to present yourself as a professional business person, someone they can rely on to get the job done.
Here are 10 principles of successful business blogging to help you tailor your content.
- Use Your Professional Voice: You’re trying to impress potential clients here so get rid of slang, foul language, and txt-ese.
- Edit Your Content: When you’re done writing your blog post, go back over it. Read it out loud to hear what your visitors are hearing. And for goodness sake – get rid of spelling and grammar errors.
- Learn to Be Concise And Coherent: Pretend you’re addressing the Board or your employees. Deliver your information in a clear, concise, easy-to-read manner and then check it to make sure it flows smoothly and coherently from Point A to Point B.
- Speak to One Person: To make a stronger connection speak to one person only when you’re writing. Don’t imagine yourself addressing a whole group. This comes across in your writing and when your visitors feel like they’re part of a group they don’t get the full impact of your message.
- Don’t Get Too Personal: It’s important to introduce yourself and maybe give a personal example or two. But too much personal information just turns readers off. Remember: Keep it professional.
- No Trashing Your Opponent: Statements like “I believe our service is the best because…” are fine, in fact the use of the word “I” always makes an impact. But naming your competition and trashing them online only makes you look like a loser.
- Share Information: Too many business bloggers think they have to focus strictly on their own business but your readers will also appreciate hearing about technological advances, trends or other newsworthy events happeneing throughout your industry. Plus, sharing information lets your readers know that you keep up with these trends and advances.
- Quality Trumps Quantity: Remember, you’re trying to impress readers and attract new clients. If you don’t have the time to crank out a quality post every day then don’t do it. Better to take the time to write quality, professional blog posts than to post a bunch of drivel that only impresses readers with your lack of knowledge or professionalism.
- Be Respectful: If you’ve paid attention to SEO then each person who visits your blog is a potential new client, and if they’re impressed, they can share your blog posts with thousands of other potential new clients. Therefore, treat your readers just like you would a potential client who walks through your door. Be gracious, respectful and courteous. Ask questions that encourage a comment. Answer questions as soon as they’re asked.
- Don’t Start A Business Blog If You Can’t Maintain It: The worst thing you can do is set up a business blog, post for a few weeks and then drop it. Visitors see that you haven’t posted for a while and they think your business went under, or worse, they think you just don’t care. If you can’t maintain it either hire someone to handle it or don’t start it at all.