Are you a small business owner looking to make the most of your blog? If so, you’re far from alone.
It’s hard to deny the power of content marketing, specifically, blogging. Believe it or not, around 77% of internet users read blog posts, which might explain why businesses that blog receive 67% more qualified leads than their non-blogging counterparts.
Consistently publishing engaging, high-quality blog posts is a great way to connect with your target audience, improve your search position, and grow your business.
It’s also worth mentioning that If you manage to capture the attention of first-time visitors, there’s a good chance they will return in the future and may even decide to become a customer.
The thing is, many business leaders and marketers feel stuck if traffic is lackluster and no one is sharing their content. The world of blogging is massive and complex, so it can be overwhelming sometimes. I’m here to tell you that it doesn't have to be that way.
Today, I'm going to show you 6 powerful ways to improve your business blog. We’ve used the following tips across multiple websites and have seen tremendous success. I firmly believe the same is possible for you.
Write for Your Target Audience
The first thing you’ll want to check when optimizing your blog is whether you’re actually writing with your target audience in mind. Many new bloggers get caught up wanting to promote a specific product or event that they don’t ask themselves, “Who is this for?”
When your blog posts align with your audience’s goals, needs, and pain points, there’s a much better chance they’ll read your article to the end.
Think about it this way: how would you feel as a pet owner if you went to a pet supply website and all the articles were about clothes and fashion? Confused, right? You’d wonder why this content is here and why it’s supposed to matter to you.
You can avoid this situation by regularly reviewing your analytics and asking customers for feedback. Combine details like demographics from your Google Analytics report with customer surveys so you can build buyer personas that match your target audience.
Buyer personas are profiles of fictional customers that highlight their general needs, goals, and roadblocks.
I suggest reviewing your profiles when brainstorming blog posts. Ask yourself which audience subset the post will appeal to. If you can’t come up with at least one group, the article is probably not a good fit for your site.
Find Clever Ways to Include More Visual Content
Visual content is a great way to make your blog posts more interesting and engaging. Plenty of benefits come with adding things like infographics and videos to your content.
For one thing, visual content is more likely to get shared on social media and other platforms. People are drawn to this type of content because it’s easier to consume, especially on mobile devices like smartphones and tablets.
Visuals can also help you make complex topics easier to understand. For instance, it’s much easier to explain the concept of a sales funnel to someone if they can see what it looks like while reading.
People also have an easier time remembering visual content. Some studies estimate that we only remember 20% of what we read, while we remember 80% of what we see!
Now, let’s talk about how adding videos and images to your blog posts can help grow your business. Research shows that when blog posts include videos, they are 53 times more likely to make it to the first page! So, including videos in your content will make it easier for people to find your site. If you upload your videos to YouTube, you can reach a whole new group of people who may not know your brand exists!
Despite this powerful way to improve brand awareness, engagement, and conversions, only 19% of bloggers add videos to their content.
Add a Search Bar
Adding a search bar is one of the easiest yet most effective ways to improve your business blog. This handy addition makes it easy for people to find exactly what they are looking for, which is bound to lead to more clicks and engagement.
People don’t want to look through 30 pages of blog posts to find a single relevant article. Including a search bar on your site eliminates the extra time it takes someone to find what they want. If you show that you respect their time, there’s a good chance they will return to your site when they want to learn about an industry topic or product.
A search bar makes your site more engaging and user-friendly, which means you’ll impress first-time visitors and organically build an audience that cares about your blog and products.
In my opinion, there are two solid options for placing your search bar. The first is at the top of the page. Users can see products and articles that feature the same words if they type in a keyword or phrase. Similarly, you can add it to the sidebar of your website so users can always find exactly what they need when they visit your blog.
Make Sure Your Content is Sharable
If you want to reach a massive audience, make sure your content is shareable. You may be surprised to learn that nearly 5 billion people use social media sites each month. The people who spend time on these sites are always interested in connecting with new brands and checking out interesting content.
There are a few ways you can integrate your content with social media so it’s more shareable and engaging. The first thing you should do is include social share buttons on each page. Include ways to share across all of the most popular platforms, plus an option to grab a link that users can share anywhere.
I also suggest promoting your content across your channels so users can see it and visit your site from most social networks. Self-promotion is a terrific way to keep existing followers engaged while reaching a brand new audience via “for you” pages. The people who discover your content through these channels are more likely to care about your content and products.
Use Reader Feedback to Inspire New Posts
Finally, let’s bring it full circle and discuss how and why you should use reader feedback to inspire new posts.
Let’s face it: without our audience, we would have websites with zero traffic and orders. Reaching out to existing visitors, subscribers, and customers and asking for feedback is an excellent way to learn about readers and what they want to see in the future.
There are plenty of ways you can gather feedback. Here are a few ideas:
- Create a survey and send it to your email subscribers.
- Include a popup that asks readers a targeted question about the industry.
- Add a feedback form to your sidebar so readers can share their thoughts whenever they feel like it.
- Publish a poll or short survey on social media so you can see what topics matter to your followers.
Review the results and identify your target audience’s goals, pain points, and needs. You can use what you learn to adjust your buyer personas or create brand-new content based on their feedback.
There’s no question that staying in touch with the people who read your business blog is one of the best things you can do to improve it for current and future visitors.
Back to You
As you can see, there are plenty of steps you can take – some small, some large – that can improve your business blog. I highly recommend following the tips I discussed today if you want to see more traffic and engagement but don’t know where to start.
Monitor your analytics while making these changes to determine what strategies appeal to your audience and work best for your business.