Your blog is the most important tool in
your web marketing tool box. It benefits you by increasing your
visibility in the search engines and within the “social web.” Here’s how to get the most out of your business blog:
- Create a category for each service: Blogs are organized by categories; make sure you have a category for each one of your service offerings. You can certainly blog outside these services, but if you’re trying to attract prospects and promote your services, you’ll need to cover these topics regularly.
- Write informational blog posts on your services: Don’t make these posts too salesy; by taking a more even-handed, educational approach you’ll do a better job establishing your credibility and expertise. However, you should take your best keywords and link them to appropriate pages on your web site where it’s more appropriate for you to be selling, and finish with a strong call-to-action.
- Answer your prospects’ questions: Once a week choose a frequently asked question you get and turn it into a “Dear Abby” type post, where the question is the post title. Reword it to make it more keyword-rich if necessary. Remember: for every time you’ve been asked that question it’s been asked a thousand other times at Google or Bing; by blogging the answer you can reach new qualified prospects.
- You can reach a wider audience and attract more qualified prospects just by rethinking how your website and blog are organized.
- Create search engine friendly pages that describe your services, link the pages to each other as appropriate, and close each with a powerful call-to-action.
- Establish your expertise while increasing your search engine visibility by creating informational blog posts around your core service areas. Link these back to specific service pages on your web site for maximum effect.
