You write a blog but you bury the link to it in tiny print on the footer of your homepage, and you never mention it to your customers or prospects. Or you put it on the last page of your website, in tiny print, almost as if you are apologizing for its existence. Hiding your blog is like taking the work you’ve done to create it and throwing it in the garbage.
Make It Easy To Find
Don’t hide your blog. Make it easy to find. There should, at the very least, be a link to it in the top menu. Your blog is there to do some of the heavy lifting in building trust with your prospects and customers. If done well, it will speak for you when you aren’t available to speak.
Promote It, Share It, Talk About It
When you write, share it. Share it on your social media feeds, but email your list and let them know it’s there for them to read. Tell them what helpful content you’re going to provide them and why they should go read it. When you meet a prospect, tell them about your blog. Give them a reason to go look for and read it.
Link Posts TogethMake It Searchableer
The bottom of every blog post should give your reader the opportunity to read more blog posts based on this same theme. The longer you can keep them on your site reading, the more trust you are able to build with them. It’s like an ongoing conversation that the two of you are having and it costs you nothing to get there because you’ve already created this content.
Make It Searchable
If prospects or even customers want to know more about a topic, they should be able to search your blog to find every post you’ve ever written about it. The easier you make it for them to find the content they want, the more likely they are to read it and to keep reading, and the shorter you’ll make the sales cycle.
Your blog gives your visitors a reason to keep coming back. It creates new, fresh content for them to look at and review. Don’t bury it. Feature it. Make it part of your front page. You don’t have to make it the biggest thing on the page, but it should be the 2nd most prominent thing on your home page right after your products.
Don’t Hide Your Best Salesperson
Your blog never sleeps. It never takes a bathroom break or goes home for the night. It works hard all day, every day, telling your customers and prospects all the reasons why they should choose to do business with you. It is your best salesman. Don’t hide it. Use it.
How Are You Using Your Business Blog?
What are you currently doing with your business blog? How are you using it to your advantage? What has your experience been? Post in the comments below and let us know.
Come Back Next Week For Tips on Making Your Blog Relevant
Next week, we’ll talk about how you can make your blog more relevant than ever before to the people you serve. We’ll discuss what relevance is, why it matters to you, to them, and to Google, and how you can be sure you’re keeping it relevant to the people you serve.