With all forms of online marketing, I believe that there should be a plan behind every tool you use. If you’re a business who wants to start a blog to grow your business (or you already have one), then it’s a good idea to develop a plan for your blog.
A blog strategy will help you see success with your blog much faster than you would without one. It will give you a clear direction and make it easier for you to provide content that your customers want to see.
Here are a few key things you need to figure out in order to develop your blog strategy:
Knowing who you are writing for will help you in determining what kind of content you should be producing. As a business owner, you should have an idea of who your customers are already. Think about what kind of content would be useful and interesting to them. Remember, writing content that you like writing will not help you grow your business unless your audience also enjoys reading it.
I recommend creating personas for your 3 main types of customers. For example, if you are a clothing store, one of your personas could be Jane, a female student in her early 20s with not a lot of discretionary income. This will help you direct your writing towards a human, and help you put yourself in your customers’ shoes. A blog post you might write for Jane could be “How to purchase a nice back to school wardrobe on budget”.
How do you want to come off in your blog posts? Formal and knowledgable? Or maybe more casual and friendly? How do you want your customers to perceive you?
This is key to giving your blog some personality.
Now that you have an idea of who you are writing for, think about what type of content (i.e. what medium) they are most likely to consume. Photos? Videos? Lengthy how-to articles? Infographics?
The type of products and services you offer will also help determine your content. If you are a home decor business with very interesting visual content, then photos are clearly a good decision.
When you are just getting started, it’s a good idea to start with a few different types of content, see how your audience reacts to each, and go from there. This is where your analytics will help you out a lot and help you evolve your strategy as time goes on.
How often you blog will depend on how much time you can dedicate to it.
Generally, the more often you blog, the more successful you will be. However, you also need to maintain the quality of your posts. Set a goal that you think you can handle and then once you get into it, you can decide if you can increase your post frequency while still having great quality content.
In order to grow and retain an audience for your blog, you need to be consistent. If you disappear for a few months, your readers will too.
Knowing your audience, tone, type of content, and frequency, is a great start to building a successful business blog. Make sure that you have Google Analytics set up on your blog so that you track your success, experiment and see what areas you need to improve upon.