After hearing again and again that every business needs a blog, you finally took the plunge and added one to your website. You published some posts, and waited to be flooded with awesome new leads.
But nothing happened.
What went wrong? A blog isn’t “Field of Dreams.” Just because you built it, doesn’t necessarily mean anyone will come. If your business blog is failing you, it’s likely falling short in some key ways. Here are eight of the most common reasons business blogs fail to attract readers or convert them into buyers.
Yes, it’s your blog, but that doesn’t mean it should be all about you. In fact, the focus of everything you do in business—from the service the offer to the way you promote it—should be all about the client. Always ask yourself, “why would they care about this?” Create content that speaks to and benefits the reader first.
Is your content all over the map? A lack of focus is a sure way to confuse and lose your audience. It’s impossible to cover every topic well. Instead, narrowly focus your subject matter to just three to five areas you know well and that closely relate to your service. Everything you share on the blog should fall under these umbrella topics.
A lack of focus is a sure way to confuse and lose your audience. - @BeckyMollenkamp (Tweet)
Is it impossible to read your blog posts without yawning? Not good. While you don’t have to be the wittiest writer ever, you do need to craft content that people want to read. That means choosing topics that interest your ideal client, providing useful and actionable information, breaking your topics into easily digestible chunks, and writing like your reader talks.
While you don't have to be the wittiest writer ever, you do need to craft content that people want to read. - @BeckyMollenkamp (Tweet)
A business blog is different than a personal blog, even if you are a business of one. It’s not a place for long-winded essays about your childhood or political opinions. Your goal is to attract your ideal clients, build their trust and show your value, and convert them from readers into buyers. The best way to do all that? Fill your blog with posts that are incredibly relevant to your readers’ needs, and that teach them something they can put into action immediately. Even better, teach them just enough to want to hire you for more!
Your goal is tor build their trust and show your value, then convert them from readers into buyers. - @BeckyMollenkamp (Tweet)
What’s your posting schedule for your blog? If you don’t have one, that’s a problem. It’s less important how often you post than it is that you post consistently. Ideally, you should be posting at least once a week, but don’t overcommit. If you can only post once a month, then do that—just make sure you do it on the same day each month and that you never miss a scheduled post. Without regularly adding new content to your blog, it will become stale and be easily forgotten.
6. Not actionable
Do readers get to the end of a blog post and think, “so now what?” Uh oh. Fix it, and fix it quick. Every single post should include a Call to Action. Whether you finish by asking a question to encourage comments, direct readers to another post on your site for more information, or provide a freebie in exchange for an email address, you should always end your post by encouraging your readers to take an action to keep them engaged with your site and your business.
As I said earlier, “build it and they will come” doesn’t apply to blogs. You can’t just write something and hope people will find and share it. After posting a blog, the real legwork begins. Think of ways you can publicize your post. You can share it across your social media multiple times, send it to your email list, and add a link to it on your email signature. Even better, ask your network to share it on their social media to extend its reach.
Appearance matters. An unattractive website doesn’t look professional or impart trust and value. It’s not cheap to invest in a branding expert, professional photographer, and web designer, but it’s almost required to remain competitive. Ever since I shelled out the dough for headshots, a pretty logo and graphics, and a fancy new blog theme four months ago, my traffic has been steadily increasing.
About Becky Mollenkamp
Becky Mollenkamp helps established B2Bs spread their message by writing compelling content that educates, inspires, and activates their target market. She also helps freelancers develop a CEO mindset so they can level up their businesses. Learn more about Becky and her offerings at beckymollenkamp.com or on her social media channels.