Business blogs are just as capable of, and in many instances more likely prone to, failure as personal blogs. In fact, over ninety percent of business blogs that go live on the internet end up failing. The reasons for the failure are generally the same. However, there are also some things that are specific to business blogs that can lead them to fail as well. Knowing what frequently leads to failure can often help you learn what to avoid and how to ensure you can avoid making common mistakes and therefore, can lead yourself to success in your business blogging.
If all you are posting to your business blog are repurposed press releases, company news or glorified advertising copies, you are not going to be successful in reaching your customers. Your customers don’t care about those things. Your customers want to be educated and informed about what you are selling them and information that relates to that. However, they don’t want to be sold your product through your blog. Instead, post things that are going to let your customers know about things without making them feel that your goal is to sell them your product.
Don’t believe in the power of blogging
If you begin a blog believing it is going to fail, then you might as well not even begin because it is going to fail. If you believe that you are not going to be successful, you are not going to be putting the work into the blog that it requires to be successful. Tell yourself that you are going to be able to succeed with a business blog and you are much more likely to put forth the effort that is required to be successful. You have already created a business; there is no reason you can’t also create a blog.
No goals or strategy
Do you know what you are hoping to accomplish with your business blog or are you creating one because you know it has the potential to benefit your business? If you don’t create any real goals for your business blog, it is not going to have a direction to grow in and isn’t likely to get off the ground. Just like you needed to set goals for your business to succeed, your blog needs them too. Set goals that pertain to the number of people you want to reach and the time frame you want to reach them in and watch your business blog’s success
If you are expecting your blog to bring in a whole bunch of new customers right away, you aren’t going to see that. Having unrealistic expectations is more likely to leave you disappointed in how your blog is performing and, as a result is more likely to cause you to quit when you don’t see instant results. Just like it took some time for your business to take off, you need to understand that it is going to take time for your blog to reach people. Instead of giving up after a few short months, commit to a time frame of at least a year before you tell yourself it isn’t working and stop using your blog.
Just because your topic and title are appealing to the customer, it doesn’t mean that your content is going to be automatically great. If your content is lacking substance or is full of errors and is hard to read, you aren’t going to be able to maintain any readers. Ensure you are taking the time to edit and proofread what you are posting for its readability. On this note, you don’t want to have content that is full of industry specific words and acronyms that your customers aren’t going to know, and you also don’t want to dumb things down to the point your customers are going to feel that you think they are uneducated.
Aren’t giving opinions
Every blogger needs to be opinionated, and this extends to business bloggers. If you are stating facts without giving a true opinion of what you believe, your customers aren’t going to be interested in reading what you are writing. For example, if you use a particular type of wood in all of your furniture, they want to know why you think it is the best. They don’t only want the statistics about why it is best and the research backing it up; they want your opinions. Your opinions are what tell people they can trust you.
Coming up with fresh content for a business blog can be difficult. But if you aren’t regularly updating your content, your readers aren’t going to be loyal. Instead, they are going to go in search of another blog that is always posting new content. You want to be consistent in adding new blogs, and this is why it is recommended that business blogs keep their posts shorter, as it leaves more room to build off previous posts. Set a goal to post at least two blog posts a week to ensure that you are constantly providing new content, and you keep engaging your followers.
As you can tell, keeping a business blog appealing to your customers isn’t the easiest job out there. However, if you use the tips in the previous chapter, and you are aware of the possible places you can fail that we covered in this chapter, you are much more likely to be successful at creating a blog that is beneficial to your business and encourages your customers to be long term followers.