Most business owners recognise that in an increasingly digitalised age, having an online presence for a business is vital. While a website offering products and services is important, it is blogging that will really give you the edge. In my own experience I can say that I frequently look to blogs for the insider advice that’s invaluable for decision making. The team at Hospitality and Events North have come up with guide to help you launch your blog; read on to discover more of the benefits for your business.
What is blogging?
Blogging is the shortened name given to what was originally called a web log and is a regularly updated section of a website that provides commentary, tips or advice. The aim of blogging is to communicate and engage with a potential and existing audience. There are two types: a personal blog, which is something that can cover certain topics in the form of an online journal, and a business blog, which can discuss certain topics that affect its client base.
Why should businesses blog?
A strong online presence can help to build the profile and reputation of a business and boost interest from new and existing clients. A blog that is regularly updated with relevant advice and covering key topics, will not only potentially increase the amount of visitors to the website, but shows that a business is attuned to what is current in the industry.
Also, from a search engine optimisation (SEO) point of view, blogging is a great tool. Through including key words in the blog entries, it can increase the business’ ranking on Google and other search engines, making it more likely for people to find when searching for a specific service.
What should a business include in a blog?
It is important for businesses to use a blog to give away free advice and offer information, rather than using it to sell a product. The rest of the website is designed to sell a product and so the blog needs to be an area where the audience can go in order to discover something new or interesting. For example, if an event organiser uses their blog to discuss the impact of the Bribery Act on the industry so far, this is something that will grab the audience as they are being told something without being sold something. Generally, the more free advice and tips given away, the more interest generated. From there, it is possible to suggest readers subscribe, share and interact in order to get regular updates, creating a subtle way of selling a business.
How can having a guest blogger work for a business?
Guest bloggers can be great for a few reasons. For example, if an event organising business chooses someone with a profile in the industry to give tips on their website, such as the owner of a speaker bureau, this showcases relevant people to the industry and boosts the reputation of the event organiser for featuring a well-known industry name, as well as providing some PR for the owner of the speaker bureau.
Another benefit of having a guest blogger is that if a business owner has no time to blog, it is a way of ensuring it is regularly updated without it taking up the same level of time. In this respect, it does not always have to be someone with a high profile who guest blogs for a business. If a student of hospitality is gaining work experience at a company, inviting them to blog on their experiences can offer an entirely new insight into a business and also can save the director or manager the time spent on writing a blog entry. Also, from an SEO point of view you get a link to your website.
In addition, if a business owner is a guest blogger for another website, this is a way of reaching another audience. If a CEO of a team building company guest blogs on an event organiser’s website, this can offer an opportunity for the CEO to offer advice to a potential client base.
So, to summarise:
- Blog weekly.
- Stay relevant and engaging.
- Think about the target audience.
- Make it aesthetically attractive, breaking content up with sub-headings, bullet points and relevant images.
- Give tips and tricks away.
- Throughout the blog where possible, link to relevant sites to reinforce key ideas and offer points of interest.
- Ignore any comments that are received on your blog.
- Hide the RSS or share buttons – get people to subscribe and share!
- Fill the blog with advertising.
- Forget to introduce who you are.
- Just use text.
- Forget to finish with a closing sentence offereing a call to action, whether it be to share, comment or subscribe, along with a way of getting in contact.
If you would like to find out more about blogging for your business, there is a useful video here. Also, if you are a member you can raise your profile by contributing content to the hub. More information can be found here.
With credit to hospitalityandeventsnorth.com.
Posted in Blogging, Guides, Resources, Tips Tagged advice for women in business, Blogging, business advice, business networking |