Design and Target Traffic to Your Company Blog
Posted by Dave Thomas on May 16, 2011 in Business Technology, Internet Marketing, Public Relations, Social Networking [ 1 Comment ]
Whether your company blog is written in-house or handled by outside freelance help, the goal is to properly market it to receive optimal attention and serve as a company asset, not a liability. As more companies turn to blogging to interact with their audience, properly setting up and maintaining a blog is important.
According to a 2010 report from eMarketer, it is estimated the number of businesses using blogs as a means to market their products will grow to 43 percent in 2012. Just four years ago (2007), only 16 percent of companies used blogs as marketing tools.
In blogging, companies should focus in on targeted traffic that is more likely to opt in to your blog for any kind of service being provided since there is already some initial interest, along with being more apt to make a purchase.
When it comes to promoting your company blog, it is important to know the audience ahead of time. Do this by finding and utilizing targeted keywords that are likely to entice potential customers.
If your blog is geared towards those in the auto insurance industry, targeted keywords like auto insurance, car insurance, auto insurance quotes, etc. will serve you much better than a generic reference to insurance.
Secondly, access and utilize forums, which are great venues to showcase products and gather ideas.
Forums also serve as a great arena for obtaining feedback, placing you in touch with what customers are looking for and/or are concerned about. It is also highly advisable to provide one’s readers with a means to subscribe to your blog. This can be done simply through a feed reader or email.
Another good means to obtain traffic is networking.
When you network the goal is to locate blogs that are tied to your niche. If you’re worried about tooting the horn of the competition too much, keep in mind that a little competition never hurt anyone. If there is a fair amount of competition in a certain market, that likely means there is great customer interest in that subject.
As you compile and promote a company blog, keep in mind that visuals and easy navigation play important roles in the likelihood of succeeding.
First, good navigation is likely to bring back readers who find your site easy to peruse, while a good look (including the all-important logo) allow you to form a brand for your company.
Positive blog designs prove helpful in optimizing your company’s site for advertisements, but remember not to overdo it with ads. Readers oftentimes do not want to be bogged down with sales pitches while reading your blog. Think about including a head shot and short bio of the blogger so your audience can better connect with the author as opposed to leaving them a mystery.
Last but not least, quality and updated content will be the big determining factor in whether your blog likely sinks or swims.
The factor that oftentimes kills a company blog is not updating it regularly. In order to build up a regular following, consistently posting content is critical. Now that doesn’t mean 5 to 10 posts a day are required or for that matter recommended, but at least every couple days if not every day is important.
The person overseeing the blog needs to set a schedule for him or herself or others contributing content so the blog is regularly updated. Most blog experts will tell you that Tuesday, Wednesday and Thursday are generally the best traffic days, so scheduling posts to run then (typically in the mornings) is best.
Successful company blogs do not have to be rocket science but the attention given to them is critically important when all is said and done.