Blogging For Business: What To Write?

Update:  This article was written some time ago now. It still holds true but some things that have changed are the way that Google rewards good relevant topical and location appropriate content, even more than ever before. So blogging is a clean and easy way for businesses to keep their articles relevant and fresh. This is critical. 

The other big change? Mobile. With mobile and tablet searching expected to overtake desktop computers for accessing the web by 2015 it is past due, the time to make sure your website or at the very least your blog (connected to your website), is a readable in mobile format. 

Slowly small business owners are starting to 'get it' that being online is something their business needs to do even if they are not sure how to go about it.

Aside from a brochure-style website that lists all the usual details about the business: what you do: where you are; when you're open and how to contact you, it is important to know that you need fresh content that is updated regularly. The best way to do that - the easiest way to do that - is with a blog.

In fact the old days of the static webpage are pretty much over and many websites now are just an upscale blog with some additional static pages. The beauty of this model is that it is easy for non-technical people to just add their new content and not have to fuss too much with knowing how the 'behind the scenes' parts work.

When we think about content being added it raises all kinds of questions that may have not been considered before and chief among them may be "What will I write about?". Not everyone is accustomed to writing for the public and this can seem like a daunting prospect.

Here are some questions I've been asked about this and hopefully this may shed some light you can use in finding topics for writing content for your business.

Social Media For Business Results

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Write about what you know.

We can be blinded by the things that we take for granted and assume that everybody knows what we know. That's not true though and what seems simple to you with your experience, can seem like arcane magical voodoo for me who has never had to know about the inner workings of a magneto or the finer points of painting a house.

What you know about your specialty, if I am in the mindset for needing that thing, is madly interesting to me right then. People go searching for very specific information when they have a need for something and if your article is on target for that thing of which they seek, then your article (blog) will come up and be seen. This is where you can stand out from all the other businesses who do what you do. I may have no interest at all in mixer taps - until my kitchen sink is flooded and I need to buy one. Then I want to know what I need to know before I buy.

If you say it - then you own it. Even if everyone else in your industry does the same thing only the one with the information out there for me to find will get the credit.

What does your blog say to us? We know you know your stuff - and that's evidence right there on the webpage that you have some experience, knowledge and enough savvy to put it out there for us to see.


I don't want to tip off my competition.
This is a common fear and the reality is that they already know part of what you know. That doesn't matter. Focus on what customers will find useful not your competitors. Frankly most businesses are doing zilch about marketing effectively and carving out a slice of the market to own. Be there first and seek to own your little corner of the patch.

You don't have to 'give away the farm' but you can provide background information that makes it easy for me to know what I need to know to make a good decision.

Developing a strategy for your online presence and your blogging means that you can work through all the informaton that you want potential customers to know about your expertise and your service offering. Over time this will add real value to your website and attract targeted buyers to your business.

With a strategy, and a schedule to follow you can streamline your writing and ensure regular updates without taking too much time away from your other activities.

So - what's the message you'd like to share about your business?



Related posts:
How to start blogging for business - and what to write about
10 Steps To Local Marketing Online
The Dirty Secrets Business Needs To Know About Social Media
Why You Need To Build Your Mailing List And How To Do It
How To Get Your Local Business Found Online
How-To: Developing A Social Media Strategy For Marketing
Quick & Dirty Business Review
Test Your Website For Roadworthiness
What You Should Know About Social Media For Business

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Nurture Your Customers - Why and How

UPDATE:
I wrote this blog back in 2011. Four years later, everything in it is still valid. Everything in it is still not being done by the majority of small businesses. Meanwhile large corporations have moved into neuromarketing and can predict our buying habits over time, using algorithms and fancy online tracking software, and know what we do as pattern when shopping, more clearly than we ourselves do.

They will be coming after your customers if you don't lift your game. They may be already.

Many businesses seem to have missed the fact that their clients over the past are the key to promoting future growth and so they fail to pay due respect to this vital element of the business.

The importance of capturing good quality information on customers (and people who are not yet customers but have expressed an interest in the business) cannot be stressed too highly. These are people who have had experience with your business and in the case of customers, have already 'voted for you' with their money by spending it with you.

So what DO you do with a client list?

First thing you do is make sure you have a good amount of the right kind of information about them.

Capturing Data

Some (minimum) things you definitely want, if you can get it:

First and last name
Date of Birth or birthday (depending on your industry)
Postal address
Email address
Mobile phone number
Purchase history
What they bought
When they bought it
What they spent
Family status Single Married Children etc

What you do with the information once you have it will depend on the strategy you are going to adopt for your Client Nurturing Program. Yes, you have won these customers to your business and paid a lot of money in marketing and advertising for them to find you in the first place, so now you have them, make the most of it.

Your existing clients will always be a more economical source of new business than anything else you do to gain customers.

Many businesses throw money at new people who have never supported them, in the form of special offers, discounts and the like - and completely ignore their existing customers!

Your customers:

Buy more things in the future
Influence friends' purchases
Talk about the things they buy
Can recommend you
Appreciate being appreciated

What are you doing with your existing customers to nurture them and encourage them to come back and buy from you again? What are you doing to capture good responses from customers who are happy with you in the form of referrals and endorsements? Do you even know where to start to put a Nurturing Program in place?

This should be your priority to get this done.

If you don't know how, ask.
If you don't know who to ask, ask me.
If you think you know how to but you're not sure where to start, get the help you need.

Spending money on marketing without getting this in order is just pouring money down the drain.

How long have you been doing that?

Start using your head.

Your customers need to hear from you.




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