Content Mastery Guide

Editor and Ghostwriter

How to Get More Customers AND Referrals With Your Business Blog

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Your business blog has two distinct audiences – those who will buy from you, and those who will refer you.

1. Those who will buy from you

These are the people who may visit your business, buy your products, or hire you for a service. Before that, they may check out your blog to learn more about the people behind the business, get a sense of how you operate, and see if you really know your stuff.

Once they’re fans, customers or clients, people keep visiting your blog to see your latest news, stay in relationship with you, and get your expert tips.

2. Those who will refer you

A computer screen showing different words related to communicationThere are people in your network who may never be a customer or client, but who may send you a steady stream of referrals or leads. They may not be in the market for what you offer, or they may be do-it-yourselfers who can succeed just by trying your tips on their own.

Having you as a resource helps them bring value to their own network. They may visit your blog to find useful content to share on social media, or just to understand your business better so they can refer to you with confidence. Smart networkers will also want to keep up with your latest news and stay in relationship with you.

Journalists and media producers are an extension of your network, and your blog can show them you are an expert source for quotes, interviews or articles about your specialty area.

Luckily, the same types of blog posts work for both audiences. The following five business blogging success tips will give each audience what they’re looking for, whether it’s for themselves or someone else.

  1. Be consistent – Whether you blog once a week or once a month, show your blog visitors that they can depend on you for new content on a regular basis. Otherwise, why would they keep coming back or send anyone else?
  2. Be focused – Along with being consistent about when you post, be consistent with what you post. Every post should support what you want to be known for as a business.
  3. Be clear – Spell out acronyms, eliminate any jargon, and explain things for the beginner. This is more welcoming for a first-time visitor, return visitors will appreciate (and may need) the refresher, and the media can see how you talk about your topic.
  4. Be careful – If a prospective customer, referral source, journalist or producer follows a link on social media and finds a post with spelling errors or formatting problems, you’ve lost an opportunity to make a good impression. Proofread each blog post before publishing.
  5. Be passionate – What do you love about your business? Why do you care whether people follow your advice? How can (and have) you changed people’s lives and businesses? Tap into that passion and let others feel it, too. Be excited about your new blog post and tell the world where to find it. Your passion will attract people back to your blog, and make them feel good about sharing it with others.

Some of your blog readers will never be in a position to hire you, but they’re still important to your business. When you share valuable expertise, take readers behind the scenes of your business, and build a relationship through consistent attention, you will attract both customers and referrals.

Which Types of Blog Posts are Right for Your Business?

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businesswoman laptop blogBusiness blogging is a great way to keep your website fresh and attract new customers, but some people find it hard to see how blogging could work for their particular business. This list of eight types of blog posts has something for everyone.

1. Advice, “how to’s” or instructions – People are online everyday looking for help and ideas they can trust.

Success tips: Answer the questions you’re asked the most by clients, prospective clients, colleagues, friends and family members. Imagine you’re writing to an absolute beginner who knows nothing about the topic. (Hint: Recipes are a great option, and with a little creativity most businesses can find a way to relate to food!)

Perfect for: Automotive, business and professional services, clothing, computers and electronics, contractors, health and wellness, home and garden, legal and financial, personal care and services, pet services, real estate, retail, sports and recreation, technology, travel.

Blog post example: Four Ways to Add Curb Appeal (Blinds.com)

2. News – When you deliver the most important and relevant news to your audience, it increases their trust and encourages them to seek out your expertise.

Success tips: Depending on your business, this might be industry news, breaking news, or finding a connection between your product/service and a current news story. Consider interviewing an industry expert using video or audio, and post along with a written transcription or summary.

Perfect for: Agriculture, arts, business and professional services, computers and electronics, health and wellness, industrial, legal and financial, real estate, technology.

Blog post example: 2013 Small Business Survey Results part 5: Anticipating the economy’s direction (US Bank)

3. Innovation, opinions and commentary – Take your business’s credibility to the next level and become the news that others report.

Success tips: Whether you’re introducing a brand new concept or putting your own slant on things, be strong in your opinion to really stand out from the crowd.

Perfect for: Arts, business and professional services, computers and electronics, health and wellness, industrial, technology.

Blog post example: The Pope is Right on Food Waste (Virgin)

4. Client/customer showcase – Go deeper with stories that demonstrate how real people are using your products and services. More importantly, this shows your appreciation for these relationships.

Success tips: Incorporate photos and videos to increase the personal connection and bring more visual interest to your blog.

Perfect for: Every business!

Blog post example: Jenny & Chris – Wedding Highlight Film & Love Story Engagement Film (Honey & Dear Wedding Cinema)

5. Staff/vendor showcase – Spotlighting your talented team nurtures good relationships, and makes your business more transparent to your customers.

Success tips: Give staff and vendors the opportunity to write guest posts or regular features, or interview them and/or their co-workers or customers.

Perfect for: Automotive, business and professional services, clothing, food, home and garden, pet services, restaurants and quick-service restaurants, retail, travel.

Blog post example: It’s Joe’s Abilities That Count (Marriott)

6. Behind the curtain – People love to see how the magic happens behind the scenes of a business. The larger your company, the more people will be craving a way to know and connect with its leaders.

Success tips: Just like in blog post type #1, you want to step into your readers’ shoes and imagine what would be most fascinating to someone who isn’t as familiar with your business. Tap into the variety of subject matter experts within your company.

Perfect for: Agriculture, business and professional services, food and dining, home and garden, industrial, legal and financial, retail, travel.

Blog post example: Managing a Floating Garden on the World’s Largest Cruise Ships (Royal Caribbean)

7. Product/service tours – Help your customers understand and use your products and services.

Success tips: Video demonstrations can be very effective, but include text for those who prefer to read and/or print the directions.

Perfect for: Automotive, business and professional services, computers and electronics, food, health and wellness, home and garden, retail, sports and recreation, technology.

Blog post example: Advantageous Avocados (Wegman’s)

8. Resources and reviews – Showcase other experts and companies that provide complementary products and services, and guide your readers to the best ones.

Success tips: Explain to your readers why you’re recommending this other product or service. You can demonstrate your own industry knowledge even while you’re introducing another business.

Perfect for: Automotive, business and professional services, clothing, computers and electronics, construction and contractors, food and dining, health and wellness, home and garden, personal care and services, pet services, technology.

Blog post example: Best Smartphone Apps to Accelerate Your Next Road Trip (GM)

I hope these ideas, tips and examples have opened your mind to some new blogging possibilities for your business!

Would you like a customized blogging plan for your business? Apply for a one-on-one blogging consultation and get blogging today!

Blog Before You Tweet: Lessons from Tweetstock 8

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Though blogging is a form of social media, many business owners jump onto Twitter, Facebook or LinkedIn long before they even consider blogging. And while it seems as though it will be easier to write a 140-character tweet than a 500-word blog post, the most common concern I hear about social media is, “I never know what to say!”

I often use the expression that blogging is what turns social networking into business networking. Blog posts demonstrate your expertise and tell your story to the people in your social networks. You can accomplish this with various types of content, from “how to” articles, to industry observations, to behind-the-scenes tours of your business.

L-R: Mitch Joel, C.C. Chapman, Rebecca Harris, Dave Delaney, John Morgan - Tweetstock - May 29, 2013
L-R: Mitch Joel, C.C. Chapman, Rebecca Harris, Dave Delaney, John Morgan

At last week’s Tweetstock 8 conference in Brantford, Ontario, I heard many examples of blogging as a component of effective social media marketing.

Here are five reasons to blog before you tweet:

  1. Blogging helps you to be more useful. Mitch Joel spoke about the urgent need for “utility” and how businesses must put out content that’s useful, rather than purely promotional or biographical. When you blog about topics that interest your customers, you provide value. You can then share that value via social media with teasers and links back to your blog.
  2. Blogging helps you build a community of like-minded people. In his presentation about business networking strategies, Dave Delaney pointed out that when like-minded people meet, great things happen. Blogging expands on your social media profiles to help both customers and colleagues learn more about you – as a business and as the people behind the business. Just be sure to write authentically and express your unique views and opinions.
  3. Blogging helps you listen to your community. Rebecca Harris took us behind the scenes of the social media command centre at GM, where staff monitor all of GM’s social media channels as well as more than 90 car enthusiast forums. When you share your blog posts on social media, you’ll get an enormous amount of feedback about what was and wasn’t useful. You’ll also get plenty of ideas for your future blog posts.
  4. Blogging starts a discussion with your community. According to Mitch Joel, social media is there to help facilitate real interactions between human beings. Whether people have posted a comment at your blog, or shared or endorsed your post via social media, respond as quickly as possible to show your appreciation and build that relationship. When your company has made a mistake or received negative feedback, a prompt response is even more important. Rebecca Harris illustrated this with the example of a GM ad that was pulled after people voiced complaints on social media.
  5. Blogging can have a profound impact – both on your readers and yourself. Concerned that you’re repeating yourself on your blog, or convinced that your information is common knowledge? Remember that there is someone out there who has never heard your message. John Morgan reminded us that you never know whose lives you’ve changed – when you’ve said exactly what someone needs to hear. As for what blogging does for the blogger, Mitch Joel noted that it allows us to continually explore and develop new ideas, and to keep learning.

So if you’ve been struggling to add to the conversation on social media, consider starting a business blog!

Photos courtesy of Tae McIntosh of Tae Photography.

P.S. I was just as inspired by the other Tweestock 8 presenters (I was tweeting all day long!):

Linda Dessau tweeting from Tweetstock 8, May 29, 2013 in Brantford Ontario

 

Business Blogging Can Be Easier

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an easy button on a computer keyboardThe two core messages that I share with business owners are that blogging is an effective way to attract new clients, and that blogging can be easier than you think.

If you’ve tried blogging and stumbled, or you feel stuck before you even start, these 10 strategies will make blogging easier.

  1. Reading other blog posts. When you regularly visit other business blogs that you find helpful, you will have real-life models to inspire your own blog.
  2. Repurposing existing content. There’s a good chance you already have things you could transform into blog posts, so why start from scratch? Here some tips for turning other materials into blog posts.
  3. Interviewing someone. Choose an expert your readers would like to meet, and ask the questions your readers might be wondering. Instant content for you; instant value for your readers!
  4. Answering questions. If there are things people are asking you over and over again, interview yourself and put your wisdom in writing.
  5. Devoting time to get it done. Most people tell me this is the most difficult part of blogging – finding the time. Schedule blogging time into your calendar each week, book yourself a blogging retreat once a month, or join the Barrie Business Blogathon once per quarter.
  6. Writing more often. Whether you’re publishing a new blog post every month (where I suggest you start) or every week (what I suggest you aim for), a daily writing habit – even just five or ten minutes – will improve your writing skills, discipline and comfort level.
  7. Getting help. If you’re struggling too long or too hard with any aspect of the blogging process (whether that’s planning, writing, editing, formatting, publishing or promoting), outsource those blogging tasks so you can focus on your business.
  8. Making it a team effort. If you have like-minded colleagues, inside or outside of your business, give them the opportunity to share their expertise on your blog. A group blog provides variety for your readers and gives each contributor a more manageable blogging schedule.
  9. Planning ahead. Create a list of target topics (categories) that would appeal to your ideal customers, and a schedule with space for each category. Hint: Some blogs display the categories or tags of your published posts in a “cloud” shape, giving you an instant snapshot of any topics you’ve been neglecting (they will appear smaller in the cloud).
  10. Using a formula. My favourite blog writing formula is the Top 10 list, like the one you’re reading right now. Try these step-by-step instructions for your own Top 10 list.

If you’ve struggled with blogging in the past, or if you’re hesitant to start blogging because it seems too hard, put these strategies to work and see just how easy – and effective – business blogging can be.

P.S. A summer vacation is no excuse to stop blogging! Check out “Summertime and the Blogging is Easy.”

Once You’ve Met, Then Connect – Taking Your Local Networking Contacts Online

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two hands with smartphonesThis is the third post in a three-part series about building online and offline relationships. In Part One we discussed how blogging can strengthen your credibility with colleagues in your local community.

In Part Two, I shared my story of building my local network by starting online and then continuing those relationships in person.

Now, let’s look at how to transform your network of clients, prospective clients, and referral sources into an online community that reads, shares and benefits from your content.

Step 1: Research

When you’ve met someone you want to stay connected with, see if they have accounts on the social media sites where you’re active. There are several ways to do this:

  • Ask the person directly
  • Type “[Name] Twitter” into a search engine, and repeat for the various sites
  • Visit the person’s website and look for social media icons – if they’re not front and center on the Home page, check the Contact or About page (that’s where Chris Brogan recommended I put mine)
  • Log into the social media sites and use their search function

Step 2: Make the connection

On Twitter, this means following the person. On LinkedIn, it means sending a personalized invitation. On LinkedIn and Facebook, it means finding and following/liking the person’s company page. On Google+, it means adding the person and/or their company to your circles.

You can also see which LinkedIn and Facebook groups and Google+ communities your connections have joined, and consider joining them yourself. This can provide a smaller, more focused environment to continue your interactions.

Step 3: Watch and respond

Keep an eye out for updates from the people you want to build or deepen relationships with, then respond with a Facebook/LinkedIn Like, Share or comment, or on Twitter post a reply or RT (don’t forget to add a comment before you RT). You can also mark someone’s tweet as a favorite, which will show up on their Connections page.

To make sure you don’t miss content from your important contacts, set up ways to track them or quickly scan for their new updates. Hootsuite’s list streams help you watch people on Twitter, while “interest lists” help you follow company pages on Facebook. You can categorize contacts on LinkedIn via tags (this will get easier with LinkedIn Contacts), or on Google+ via circles.

Step 4: Be helpful

As you’re browsing the web, you may come across something that you know would be helpful or interesting to a particular contact. Send it along! Sure you could send it privately via email or LinkedIn (see below), but why not send it publicly in case others in your network find the content useful. It also helps you promote your colleague, since their profile will now be visible to all of your contacts.

To get the person’s attention, add their profile name to your message. On Twitter, that’s a specific phrase with no spaces, e.g., @lindadessau. For a LinkedIn contact/company or a Facebook company, you can type the @ sign and then start typing the name (for Facebook personal contacts, just start typing the name). Once the name you want appears, click on it to add it to your message and notify your contact.

To share a link privately with one or more of your LinkedIn contacts, download the sharing bookmarklet from the Tools page. This is similar to the Hootlet from Hootsuite, but it has extended functionality for your LinkedIn account.

Click on Tools from the very bottom of any page on LinkedIn (Hint: Get there from your Groups page, since if you try to scroll to the bottom of your Home screen it will keep refreshing to show you more content and the bottom navigation will disappear). The sharing bookmarklet is on the right-hand side of the page (see photo below).

LinkedIn Tools page

Once you’ve downloaded the tool, it will appear in your web browser (see photo below) and you can click on it when you want to share a blog post or webpage that you’re reading. Once you do, you’ll see options to add your comment, share an update, post as a group discussion, and/or share with specific individuals (just start typing the name(s).

Sharing bookmarklet in browser

Step 5: Post great content

When you’ve written your own new blog post, share it with your social networks. Whether they’re potential customers, referrals sources, or colleagues, you’ll be demonstrating your expertise and reminding them of how you can help.

Ideally, you’ll be blogging on a regular basis so your credibility is reinforced and you’ll be the first one people think of in your particular industry.

Step 6: Bring your online conversation offline

Though it can sometimes feel awkward to continue an online conversation when you’re standing face-to-face, it just takes one comment to get the ball rolling, e.g., “I saw your post about x, y or z,” or, “How did you enjoy that event you tweeted about?”

Whether you’re an introvert who prefers to think before you type, or an extrovert who loves the energy in a room full of people, you can combine online and offline networking strategies to build and deepen more meaningful connections.

Read Part One of this series, “How Business Blogging Can Build Your Credibility Offline”

Read Part Two of this series, “Don’t I Know You From Twitter? Taking Your Online Relationships Offline”