You have posted a blog on your website. Now, what?
Updated: Apr 28
Owning a business means wearing many hats. You have to ensure smooth operations, customer service, business developments, client management, accounting, payroll, among other things. Rest assured, your hands are full. However, every good businessman or businesswoman knows that to run an active business, they cannot do everything themselves. It might seem that way in the beginning, but as you slowly grow and expand into different areas, it is impossible to give your time to every aspect of it. Which is why we outsource things we are not good at or don't have the time or bandwidth to execute specific tasks.
Marketing = Visibility = Leads = Sales
Marketing is an essential part of growing your business and making it visible to the right audience. But even then, not so much priority is put on this. To the man or woman running the business, they shrug and say "Oh well, we can put this off for another day when there is more time." I have news for you, putting it off means you will never get around to doing it. If you think you are so busy now, you have no idea what is in store for you in the future! So while you might want to save on the bucks in the beginning, and DIY the marketing bit – please don't. Hire a freelance or a business that can handle all the marketing for you. Or build a team in house. Think about the value you get from those marketing efforts instead of how much you need to shell out to get someone else to handle it.
Blogs Are Important For Your Business
Your company website is home to your business in the online space. So how do you invite guests into your home? You cook up a meal, or you invite them over for drinks, and while you do either or both of those activities, you have a conversation. This conversation is where you learn things about each other. And if the chemistry is right and sparks are flying, you have made a brand new friend. So a newcomer becomes a friend, and once a relationship develops, you invite that friend over for life. Eventually, they introduce you to their friends, and your network increases over time.
You can see from this analogy – your website needs to have an element that sparks a connection or builds trust or offers valuable information – or a combination of all of the above. The best way you can do either or all of these things is by having good content on your website.
The website pages need to have excellent copy that tells you everything you need to know about the business in a glance, but blogs are where you can shine.
I have already written a full blog post on why blogs are essential for your business. But in a nutshell – blogs are an extension of the brand's personality. So you can have topics that address customer concerns, offer a behind the scenes look into the business, educate people, update them with more information, and so on.
Writing blogs shows how transparent you are willing to be with your readers and will keep visitors on your website for more extended periods. Not only that, once a customer knows that your blog is a minefield of information that is of value to them – they will keep coming back. But to keep them coming back, you need to put in some efforts to retain them.
So you hired a freelance writer to write good blog content for your business website. The blog posts are ready, and you have clicked on the publish blog button. Very often, people think this is all that is required to build traffic on their website. FALSE! If you are a new business with a brand new blog page, you need to be doing everything to push the blog out so that people can access them. No one has the time to remember "Hey, my favourite cooking appliance website will have a new blog piece to read." Sorry but unless you are an online magazine like a Bustle or Buzzfeed you probably don't have the power to make people drop everything and come over to your website…yet.
There is still so much to do to get the blog the visibility it deserves. So what next? We push the blog out through multiple marketing channels. These are Email marketing, Pinterest, LinkedIn, Facebook, Twitter and Instagram. If you think this looks like a lot – then yes it is. But nothing is as hard as it seems so, bear with me while I give you the lowdown on each platform. But you should know that there are so many other platforms you can use to market your blogs but let us start very small. Aaand, you have two types of marketing – organic and paid marketing.
Multiple marketing channels always = more outreach, but time-sensitive content should also go out at the right time or impact is lost.
Email marketing – You use your website to capture email addresses of interested visitors. But to keep in touch with them you should be sending out e-mailers on the regular. I don't mean every day, but maybe once a week or twice a month. Depending on the kind of brand you are and how much valuable information you have to offer. Your e-mailers can have discount codes, product information, new product updates, new prices updates, and new blogs. Emails are the most straightforward form of marketing because you are sending the blog right into their inbox. So people can access it and visit the website anytime they want.
Pinterest Marketing – I have always found Pinterest to be an incredible too. I spend so much time on it, looking at information that serves both me and my writing business. So why is Pinterest so fascinating? Because it operates as a visual search engine. To find information, you just put specific keywords on the search bar, and it will curate a feed full of information and visual images that match your requests.
For example, – I want to find an excellent yoga retreat to go to when in Bali. So I punch in yoga and Bali as two separate keywords. Right away underneath the search bar, I get photography, retreat, meditation, villas, beach as some keyword suggestions. I type out yoga retreat Bali, and I am now on a page packed with useful information that is relevant to my search.
Likewise – you can upload your blogs on to your Pinterest Business account and use the right keywords to ensure it comes up when people look for it. Pinterest is a great marketing tool to drive more traffic to your website and for free. You can run paid ads, but let us start small by using what is freely available to us.
LinkedIn – This is a professional networking site – but your business should have a page and you the founder of said business should have a personal LinkedIn Page set up. The business page is where you can share every blog ever written for your business. Your LinkedIn page is where you can share occasional posts alerting your professional network on what you or your company are doing. Again – this is free and a great way for people to reach out to you for business development or networking purposes.
Facebook, Instagram and Twitter – Social media marketing mainly comprises of these three platforms. You can share content and build a following as well as run ads to drive traffic to those blogs. Sharing organic content may draw in fewer likes, but those likes belong to people who have a genuine interest in your content and what your business has to offer. So these guys will read the blog if you put out the right hashtags to increase discoverability by the right people. Your organic posts may help you figure out the target audience for your website and the blog enabling you to run paid ads as well. Paid ads are most effective when it is clear who you need to target.
If you are overwhelmed by all of this, do not worry. You need to build out a schedule with blog topics and push out dates on specific marketing platforms. Either, you can push it out at the same time or allot different times or dates to each platform.
With regards to putting out content, it is easy to keep postponing it to a later date, but what happens if the blog piece is time sensitive? If it is, then you need to share it at that relevant time or else you risk losing out all the traction. For example, Black Friday and 4th of July are essential days in America. They are important dates for online sales with most businesses offering huge discounts and offers for a limited period. Everyone is scouring the internet for good bargains, so it is an excellent opportunity to gain visibility by pushing out a blog that informs people of a good deal.
Capitalising on a relevant hashtag holiday is all you need to see a spike in website traffic. Like why would you put up a Happy New Year post on January 5th? The hashtag for Happy New Year will give you maximum traction on January 1st only. So, when your freelance content writer hands you a blog way before the deadline, do not ignore it. Ensure that you put the blog up on time and push it out so that her writing efforts and your marketing efforts don't go to waste.
Thank you for reading along. If you like what I write please share your comments below! And don't forget to hit the share button. :)