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Your Business Needs a Blog

The truth is almost every business in 2018 should have a blog. There’s so much upside to having one and very little downside.

WHY SHOULD WE HAVE A BLOG?

Honestly if your business can’t devote the time and energy to blogging on a regular schedule, it might not be worth it. But, that shouldn’t be an excuse, in as little as 1-2 hours a week you can post content to your blog that will bring huge value to your business.

Blogging regularly adds content to your website that Google and other search engines use to help rank your website. The more you blog about topics related to your business the more search engines see that and help you climb the rankings. Now blogging alone isn’t a sound SEO strategy, but, it’s cost effective and time effective.

WHAT WOULD WE EVEN PUT ON OUR BLOG?

The truth is, you can put anything your heart desires on your blog. But, if you want it to be worthwhile you should typically keep your posts related to your business and bringing value to your customers. That means think of questions and topics your customers would likely ask you about and write about those. Specific examples would be: A wine store writing about different types of wine and food pairings, or a clothing store giving fashion advice, or an elevator manufacturer talking about different types of elevators and recommended maintenance. There are an endless amount of topics any one business could post about, and it’s really about sharing the knowledge and expertise your staff has accumulated over the years to potential customers.

HOW OFTEN SHOULD WE POST?

This is different for every company, but the one thing you should do is be consistent. Make it a part of your routine. Posting once a month might not be enough, but posting daily can become a chore. We often recommend once a week to start out. If you find that you can post twice a week go for it, but once a week gives you roughly 50+ posts a year to help build content on your site. That’s 50+ opportunities to attract new customers, engage current customers, and build your business. If you miss a week, don’t worry about posting two the next week. Just get back into a rhythm of posting consistently.

HOW LONG SHOULD EACH BLOG POST BE?

Once again there’s no clear cut answer here. The main thing is that you publish posts that clearly convey the information you’re trying to share. Sometimes that might be 500 words other times it might be 5,000 words. Gary Vaynerchuk said at Sloss Tech last year “If your content is good, it doesn’t matter how long it is, people will pay attention.”

WE WROTE A POST ON OUR BLOG, NOW WHAT?

No one will read your blog if you don’t promote it. Share links to your blog on all of your social media pages, especially LinkedIn if your sales come from B2B. That’s an added benefit of writing a blog,  now you have one day a week that you don’t have to worry about content. You can share your blog across all of your social media pages.

WHERE DO WE START?

The first thing you should do is meet with your team or who will be writing the posts. Sit down and decide when you would like to post, how often, and a handful of topics you’d like to cover. Come up with some rough outlines for each subject and start writing.

LinkedIn

LinkedIn Social Media Strategy

What platforms are you currently using for social media?”

“Right now we use Facebook and Instagram mostly. With some Twitter.”

“What about LinkedIn?”

A lot of businesses forget about social media channels outside of the big three. Some companies include Pinterest, and a lot have moved away from Snapchat with the addition of stories to Instagram, but a ton of companies neglect LinkedIn. 

And for some it’s easy to forget about LinkedIn, it’s not as popular as Facebook, it’s not as active as Twitter, and not hip and sexy like Instagram and Snapchat. But, the one thing that LinkedIn does have going for it, is a large active user base of business minded professionals. 

It’s astounding to me the number of B2B companies focusing their marketing efforts on traditionally B2C platforms like Facebook, Twitter, and Instagram and rarely, if ever post on LinkedIn.

And while Snap Inc’s IPO got lots of media attention this year, most people forget last year LinkedIn was acquired by Microsoft for around $26 Billion.  That’s right, LinkedIn the red-headed stepchild of social media is worth almost as much as Snapchat.

LinkedIn has 467 Million users and 25% of those are using it daily. The advantage that LinkedIn has over traditional social media is that it’s the “business” social media. It’s where you go to connect, network and learn more about companies, what they are about, and their employees. So this makes it a great place to put B2B focused content.

Now, LinkedIn, like any other social media site takes time, strategy, and effort to make it an effective tool. But your company’s strategy can largely be the same as any other site. The biggest focus you should have when posting to LinkedIn is providing value to your potential customers. What does providing value mean? Well, it means something different for every company. For example, Process Marketing shares information on what companies should look for when redesigning a website, or how to create a YouTube series that can drive traffic for your business.

Another example might be a restaurant, bar, hotel or brewery showcasing their ability to become and event space. B2B and networking events can be an additional revenue source for the hospitality industry during slow days / seasons. Anything your company can create that can make your company the authority on your services is going to be incredibly effective.

Active LinkedIn users love to share informative content to their connections. We tend to tell our customers that any informative blog post or great infographic is a quick and effective piece of content to start out sharing.

This is probably a no-brainer, but you should also encourage your employees to share company updates on LinkedIn. Their connections might find the content useful and become potential clients.

LinkedIn should be a part of of almost every company’s digital strategy in one way or another. If you’re not sure where to start or want some direction get in touch with us, we would absolutely love to help you get started.

As always if you enjoyed this article or found it helpful in any way, feel free to like, leave a comment, or share it across the internet. Thanks for reading.