There's a good chance that when you first put your business online, all you had was a two or three page website. Then as you studied your competitors and successful businesses in other industries, you may have realized that expanding your website could significantly boost your online marketing efforts.
During the course of expanding your site, you may have decided to add a blog. Whether this took place a few months ago or a couple of years ago, you're probably in the same position as the majority of businesses with a blog. While most businesses do see real benefits from blogging, hitting a plateau in terms of readers and traffic is very common.
If you want to take your company's blog from good to great, here's the one secret you can't ignore:
As long as a blog is informative, people who are interested in the subject that it covers will read at least a few of its posts. However, if there's nothing about the blog that makes people feel a connection with it, chances are they aren't going to subscribe, regularly comment or tell their friends about it.
Since you want people to subscribe, comment and spread the word about your business, you need a way to ensure they connect with your blog. And the way to do that is by injecting your blog with personality. Since many forms of business writing are traditionally very formal, it's natural to think that blogging should be done in the same style.
The problem is when a blog's too formal, it seems stiff, which prevents readers from really connecting with it. The good news is regardless of how new or old your blog is, injecting more personality into it doesn't have to be difficult. Here are some of the steps you can take:
Don't Fear Collaboration: Since your blog is a reflection of your business, you don't need to limit it to one author. Additionally, multiple employees don't have to write under a single name. By simply letting employees publish posts with their names, you'll allow readers to learn more about your business and the people who make it so great.
Tell Stories: While you want your posts to be informative, stories are what humans really respond to. Whether it's you writing or one of your employees, don't be afraid to share a relevant personal anecdote. This will not only make your blog relatable, but it will also make readers want to share their own stories with you.
Include an Author Picture: Although it doesn't technically have to do with writing, including a thumbnail picture of whoever wrote a post is just one more step you can take to create the human connection that separates great blogs from good ones.
Engage: If you want loyal readers, don't forget to respond when they take time out of their busy day to leave a comment!
By keeping these simple tips in mind, you can ensure that your business blog continues to grow and thrive!
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.
Posted on Mon, September 17, 2012
by Brian Waraksa