How to write an effective blog for a small business

So, you’ve decided that you are going to set up a blog for your business or your business self and may even be designing it as we speak, but once it’s finished in set up and style what are you going to blog? What information will you write and include for your business?

Jon Watwood from Six Figure Mentor, gives his blogging advice:

Firstly I would recommend that you decide upon your strategy for your blog within your marketing plan. Perhaps you’ll want to concentrate on industry news and trends, information that will be relevant to those you want to visit and read your blog. Whatever, your main objective I would always suggest that you appear as knowledgeable and savvy about your trade as you possibly can – this is why people will buy from you.

Don’t forget that your blog will become part of your online brand and each article you write for it will go down in online history. Online history can be traced and searched so make sure it’s represents your business in a positive light.

Here are my top tips for effective blogging:

1) Tone: Your business blog is your professional voice and is a written piece that offers opinion and viewpoint. It is aimed at those who might be interested in buying from you, using your information to be of benefit to them or giving feedback to your ideas. Whatever your objective, write your blog in a conversational style, one that is easy to understand. Avoid technical terms and industry abbreviations which will make it difficult for others to understand.

2) Web writing: remember that you are writing for the web and use lots of bullet points, headers and graphics to make your blogs a pleasure to read. Keep language simple and if your blog requires the inclusion of lots of information then think about dividing it into separate blogs, dependent on length. If you read through you’ll always be a natural division where you can stop or add a read more link.

3) Key words: every blogger out there, no matter what the topic of their blog, will be looking for an edge to gain more traffic to their blog. Why write a blog if no one is reading it? A good way of increasing traffic is to use keywords. Keywords are searchable terms that people input into search engines when they are looking for particular subject matter to read. In this instance it could be small business blogging, blogs for SMEs, home-based business blogging etc. If these keywords are included in your blog then it is more likely to appear in the listings when searched.

4) Key word searching: there are various platforms that you can use to find those key words relevant to your industry and subject matter. You need to be as specific as you can whilst you are searching for them and note that some are better than others; the results will indicate this for you.

5) Adding keywords: once you have compiled a list of great keywords, you will need to put them into practice. This means you need to actually incorporate the words that you have searched into your blog posts, use them within the titles and the blog itself. Powerful keyword titles and headlines really are the key to successful blogging.

6) Audience: always write for your audience in any marketing or communications. You need to think about whom your audience will be and what they will like to read. Think about how you will add benefit and value to their lives through your expertise. If you write about subjects targeted specifically to them and in a style that will suit, they will be better received and gain a higher level of page clicks. Try to be a little original too, don’t just write blogs on the same subjects as everyone else, take a little time to think about how you could be different.

7) Word counts: the number of words that should be in the “perfect blog” seems to differ and depend on who you are talking to. I believe that as a small business, where you are probably blogging yourself, that posts should be between 400 – 900 words. To write more is fine, you just need to split the piece into separate blogs that follow on from each other in sequence. Doing this will ensure that you maintain interest and undivided attention from your reader. About 10 minutes of read time is enough for most blogs.

 

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Stuart RossJay Kabasek

Stuart Ross & Jay Kubassek

Founders of Six Figure Mentors & Digital Experts Academy

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Jon Watwood

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