Blogging for Business

Every Start Up Entrepreneur Needs A Blog

When you’re starting up a new business or developing a new product you probably don’t feel like you have time to write a blog as well. But blogging is a powerful tool for reaching and building an audience, something that you’ll definitely want to be doing if your new business venture is going to be a success.

How’s it going to do that?

A company blog will drive more traffic to your website and start building relationships with potential customers, giving your target audience a platform to find out more about you, your brand and your product. These three elements are key to a successful blog and to your start up’s success. Here I’ll explain how and why these should be amplified across your content marketing:

YOU

Until (and even after) you’ve become an established brand the most important asset you have is You. Your expertise, your passion, your skills, your story.

To capitalise on You write blog posts that reflect the following:

Your story: why are you doing what you’re doing, how did you get to where you are? Share a story that makes your target audience buy into you whether that’s because they identify with you, or aspire to be like you.

Your authority: Use your blog to establish yourself as an industry expert by sharing your expertise. This will build your reputation with your peers as well as your customers. Position yourself as the ‘go to’ source of expert knowledge in your field.

Once you start taking on staff they also become a valuable marketing asset as you can also share their background and expertise to help build your organisation’s reputation.

  • Top tip: Write blog posts from your experience, share your opinions and views, and always write in the first person.

YOUR BRAND

Your brand identity sends a clear message to customers about who you are, what you stand for and whether they want to get involved. While logos and design can go some way to establishing a brand identity, it’s what you say and do that will cement this and help build relationships between your customers and brand.

Consider the following when writing blog posts:

Speak to your customers: Write posts for your customers addressing their needs and talking to them in a language they understand. A clear customer avatar is essential for you to target your customers in the most appropriate way; this includes the format for your content marketing as well as tone, subject matter and visual appeal.

Listen to your customers: Interaction on your blog is invaluable for finding out whether you’ve got it right. Are people reading your content? Are they engaging with it? What’s successful, and what’s not? Social media channels (including blog posts) are a great way of conducting market research and then acting on your findings.

  • Top tip: Use your blog to convey your company culture, vision and ethos.

YOUR PRODUCT

Company blogs should never be about selling a specific product. Do this and you’ll disengage most of your audience who expect value-adding content from a blog post, not a sales pitch. However, selling your product is essential for your success so you’ll want to maximise any opportunities to do so.

Build these points into your blog strategy:

Address the issues that your product solves: Provide readers with the answers to their problems (without pitching your product), or an alternative way of thinking about an issue. Engage with subjects that relate to your product so readers will make the connection between their “issues” and your product.

Reflect the lifestyle your product fits: It’s not just about solving problems and addressing challenges; it can also be about making a link between your customer’s lifestyles (or aspirational ones) and your product. If you’re talking to your audience in the right way, and they identify with the lifestyle you reflect, your product becomes a logical purchase.

  • Top tip: While plugging your product in a blog post is a big ‘no no’, you should be looking to convert your readers from your blog. Make sure that other areas of your website are clearly signposted from your blog, and use email sign ups to get take potential customers to the next stage of the customer journey.

Blogging is also a very useful exercise for any entrepreneur. With a head full of ideas and things to do, writing is a great way of making sense of what you’re trying to achieve. As you write for your target audience it can help you clarify exactly what your vision is: it forces you to articulate it, question it, and potentially revise it.

photo credit: Start Up Stock Photos

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