Most business owners realize the importance of social media and how it works to connect the business to the consumer, establish and reinforce your brand awareness, and attract new customers. While many businesses are active on Facebook, Twitter or Instagram, there’s an important tool that is often overlooked: a blog.
Creating and maintaining a blog can do a lot for your business, and there are a few reasons why it’s so successful. Before you embark on establishing a blog, you should be aware of a few statistics. According to research conducted by Snap, there’s a science to a successful blog. For optimal reception, blogs should:
- Follow a template. Not only does it look clean and professional, it takes a lot of the work off of you and your business. You don’t have to worry with formatting if you use templates.
- Consumers respond to longer content, but if your content is too long, then you may lose your audience’s attention. Regular posts between 1,000 to 2,500 words are your target range, with a few longer posts mixed in.
- Studies have indicated that 2,500 words are ideal for generating search engine traffic while allowing the writer enough room to insert keywords.
- This means for general, regular blogs, you can stay near the lower end and not suffer any traffic decrease. If you’re actively seeking to compete with keywords and increase web traffic, then longer posts will be beneficial.
- CoSchedule has identified the following as the most effective for formatting your blog for increased web traffic:
- Title Tag: 70 Characters
- Meta Description: 156 Characters
- Headlines: 55 Characters
- Sub-Heads: Eight to 10 words or less
- Sentences: 25 words or less
- Paragraph: Three sentences or less
Now that you know how to optimize your blog to reach your audience, the question remains as to why you would want to invest the time into building a business blog.
The first thing you should realize is that, unless you use a paid hosting site, a blog for your business is essentially free ad real estate. Ad space is expensive, and business owners should take advantage of any opportunity they have to increase consumer awareness, especially if it’s free.
Every entrepreneur wants to rank high on Google’s leading pages and increase their revenue through new leads. A blog can help you to achieve this status through the incorporation of SEO in your content. You won’t notice the difference immediately, but it will increase your chances of ranking higher over time.
With the average ad space on a social media site selling at an expense of $2.32 per click on Google AdWords, or $1.72 of Facebook with a cost per action of each Facebook ad being $18.68, the ad costs can add up quickly.
Through learning how to utilize your keywords and formatting your content to appeal to Google’s search engine, you can potentially save on advertising expenses. Depending on your hosting services fees, if you decide to invest in paid blog hosting, the expense comparison could still be favorable.
Other than generating attention to your business, a blog supplies a business owner with an often-overlooked benefit: free market research. Blogs, by their formatting, supply you with data about what your target audience is interested in, whether they have a positive or negative response to a given subject material and what products they want to learn more about.
Taking the time to run a monthly analysis of your blog to view what received the most response can supply business owners with invaluable market research data. This can help you further tailor your operations and offerings to match what your consumer base is responding to.
Along those same lines, blogs supply a direct way to communicate with your customers. They provide the opportunity to place a human face on a business transaction and facilitate an emotional bond to your consumer base. There’s a reason why some businesses still heavily advertise that they are ‘family owned’ or ‘local establishments.’ Using these phrases helps to create a relationship with your clients. When your client feels connected to your business, they are more likely to return, work with you if they experience an issue, and refer their friends and family to your services.
If you want to initially attract attention to your blog, consider using the social media accounts that you already have as promotional space. Post about your blog with a link on your Facebook, Twitter and Instagram accounts, and place the link in your descriptions and bios. Consider occasionally opening your blog to feedback and questions from your clients to encourage interaction and traffic.
A properly formatted blog that takes advantage of keywords can help you grow your business beyond its current status. Pay attention to formatting, SEO optimization and use the platform not just for advertising, but to interact with your consumer base for the best results.