For anyone who is new to business blogging, the whole process can be a mix of particular interest and excitement with caution and confusion.
With there being a lot of press recently about the benefits of business blogging, there’s no doubt that developing and implementing an effective strategy will work – which is where the interest and excitement comes in – but when you consider business blogging is, in essence, nothing more than publishing words for people to read, it’s understandable why some people are cautious and confused over how it can be beneficial to any business.
The most important point to note here if you’re in this boat is that first and foremost, business blogging is so much more than simply a few words on a page that are uploaded to a public area for people to read and it can act as almost every type of marketing tool that you can utilize.
It can increase brand awareness among your target audience.
It can encourage communication with your customers, past, present and potential.
It can act as a platform to deliver new products and services to a ready and waiting group of people.
And in its most basic form, it allows you to stay in touch with your customers, the people who keep your organization afloat.
Once you realise these facts – that business blogs can, in essence, be whatever you want them to be – the amount of caution naturally deteriorates.
The level of confusion, however, doesn’t often follow suit as much – although a lot of organization’s come round to the understanding of just how beneficial business blogs can be, they struggle to fully understand how they get visitors to their blog to read the content.
Of course, if you’ve hired a business blogging agency and they’re delivering a promotional service as part of the blogging strategy, you shouldn’t have to worry too much about visitors, as the business blogging agency will look after this aspect.
Should you be blogging yourself or you want to give the efforts of your business blogging agency an extra push, the best way to encourage visitors to your blog is to think of it as if it were a retail outlet and apply the same marketing principles as you would there.
1. Place an advert where your target audience are going to see it
A fantastic way to give a kick start to any traffic is to place an advert in a high profile area where your target audience are going to see it.
Online is ideally the route you want to take here, as the time taken to be on one page, seeing an advert, clicking on it and visiting your business blog is a matter of seconds and it’s strongly advised that you carry out some prior research to ensure that your advert is going to be in the most suitable place possible.
2. Rely on passing traffic
Although it’s not a great way to get more and more visitors to your blog quickly, just like a retail outlet on a busy high street would, your business blog will gain visitors naturally as long as fresh, quality and unique content continues to be provided on a regular basis.
Therefore, if you’re wanting to increase your business blog’s traffic, as a minimum you simply have to ensure that appealing content is uploaded regularly – do this and traffic will naturally increase slowly but steadily.
3. Spread the word verbally
Just because the internet has opened up a whole new world of advertising, it doesn’t mean that the old techniques are now redundant and there aren’t many better ways to get visitors to your business blog than word of mouth.
It might seem like a basic way of promotion, but if you were to tell 100 of your colleagues or business contacts about your new business blog and each of those told 10 people each, that’s 1,000 people instantly aware of your business blog, completely for free.
4. Get the blog’s name known
When you look at the different ways that a blog or website can receive traffic, there are three main sources.
Referrals relate to those visitors who come from another website via a link or an advert; organic are those visitors who visit the website after inputting a phrase into a search engine and clicking on the results and direct traffic covers those visitors who have typed the blog’s URL into the address bar.
In an ideal world, you would want a somewhat equal mix of all three traffic sources, rather than putting all of your eggs in one basket and relying on a single traffic source.
Referral and organic traffic is increased and sustained through, among other aspects, search engine optimization, but direct traffic relies on people knowing and remembering the blog’s name and URL.
And it’s because of this why it’s strongly advised that you invest some time into raising brand awareness.
Whether you hire an agency to do it for you or you take the time out to raise your brand awareness amongst your target audience is irrelevant – the most important fact is ensuring that as many people as possible not only know your business blog’s name, but it’s URL and if it’s not immediately obvious, which organization the business blog is linked to.
Blogging for business is a process that is fast becoming one of the most must-have techniques and resources that a business can utilize, due largely to its expansive range of benefits.
It can be difficult to know how exactly to start blogging, however and even more difficult to know how to start bringing visitors in.
What needs to be understood is that although the blog will naturally grow in every respect by itself, you can rapidly further its development and increase its reader base by implementing a number of techniques, as explained here, all of which should see the number of visitors to your business blog grow substantially, helping tremendously with its continued success.
Launched in 2011, The Blogshop [http://www.theblogshop.co.uk/] is a Digital Managemen