If you’re blogging for business, you know how tough it can be. You write four or five posts, and they take you forever to write. You are faithful, though. Then, you wait. And you wait. And you wait.
But no one is leaving any comments. You’re getting some calls, but you’re not sure it’s because of your blog. Now you’re starting to wonder why you’re doing this.
The “experts” are telling you to give up your blog, because it’s just wasting your time and it’s not even doing anything for you.
They’re lying. Do not listen to them.
Here’s the thing: statistics show that 60% of consumers have reported buying a product online because of a blog.¹ I have. Maybe you have, too.
Blogging For Business Is Good Business
Blogging for business is good for your business. But it’s not a magic pill. Unfortunately, you cannot just put out five posts and expect customers to start calling you in droves. Blogging has to be part of a larger marketing strategy. It’s just like any other marketing tool – you have to work it for it to work for you!
The Secret to Blogging for Business
So, what is the secret to blogging for business? Does it work? How does it work? How can YOU make it work?
The secret to business blogging successfully is to first get traffic by search and social using long tail keyword-rich posts, and then once you have traffic – and only then – converting the traffic to sales.
The reason this is a “secret” is because it’s an actual strategy that people are using, but don’t explicitly talk about. It is not haphazard. The best bloggers out there know that first you drive traffic and then you create sales. And by traffic, I mean hundreds and eventually thousands of readers.
I’m going to share with you a brilliant two-step strategy for blogging for business that will settle your anxiety and set you up for success. I use it with each and every new blog I launch (including this one) and recommend it to new business bloggers.
Here’s the two-step strategy:
- Write and publish 15 to 20 brief blog posts that are keyword-rich and intended to drive traffic from your social media channels and search engines. Long-tail keywords work best (example: “how to decorate your windows” vs “window treatments”). You can publish one a day or one a week.
- Then, write and publish one post per day that includes a call to action that is intended to drive sales or create leads.
5 Reasons Why the Two Step Strategy Works
The reason this simple, two-step strategy on blogging for business works is that in the beginning, almost no one is going to be reading your blog. Maybe your family will – if you’re a solo entrepreneur. Or maybe your employees will read it (maybe). Don’t feel badly about this. Blogging isn’t just for readers. There is a science to this.
There are five reasons you should use this strategy when blogging for business.
1. It takes time to develop a readership.
2. More high-ranking blog posts for long-tail keywords means more traffic to your blog.
3. The more you share different posts on social media, the more traffic you will receive.
4. The more posts you have on your blog, the longer people will stick around to browse.
5. Once you have a readership and large amount of traffic, this is the perfect opportunity to create leads and sales.
Quick Tips for Driving Traffic
(1) By and large, sharing your own posts on social media is going to be the quickest way to drive traffic. Even if you already have an email marketing list, your best bet is to share your posts as often as you can without looking desperate. A Facebook page is a great way to do this, and sharing the same post more than once isn’t necessarily a bad thing. Twitter is the same. You may want to share at least one of your own posts at least once per day on both of those networks as well as LinkedIn, Instagram (here’s how) and any other network you’re part of.
Sources like Reddit and Imgur can also provide some traffic when you have a niche, as well as StumbleUpon and Digg.
(2) Another source of traffic is organic search. When you put out content that people should read, it will eventually bubble to the first or second page of Google. You can get ghost writers to write articles or blog posts for you and submit them to other blogs to be published in your name. That will eventually increase organic search, as your site becomes more authoritative. Article writing is one way to increase organic search and direct traffic at the same time.
(3) Buying Facebook Ads and Promoted Tweets is becoming more and more useful every day. These are paid promotions, but they work incredibly well to drive traffic. I would reserve using these tactics for very special blog posts that you know are awesome.
(4) Writing about experts and then letting them know you featured them is also a great way to drive traffic. If your post is good, these experts may share your post with their followers, increasing traffic to your blog and increasing your visibility. You might also pick up a link or two from the experts who want to feature your article on their own site. Additionally, you don’t necessarily have to write about people. You can also feature a local business and just write them and let them know.
Keep blogging for business. The key to successful blogging is to not give up, and follow a strategy and data, rather than your feelings about how it’s going. Let the analytics tell you what is working and what isn’t working. And when you write a post that does well, do it again. Create a series out of it, perhaps! The main thing is to be smart about it but do not give up before you’ve really started. Until you have 20 posts, keep going. Let that be your milestone and then if it’s still not working, contact me and I can help you diagnose why.
¹ Source: “24 Little-Known Blogging Statistics to Help Shape Your Strategy in 2017.”