A business blog is one of the most cost-effective and easiest ways to promote your practice, if you have the time to make it happen of course. Done right, it can reach out to new patients driving traffic to your website which will no doubt increase sales.
Your business blog cannot possibly succeed if you don’t believe it can ever be interesting – with any business, no matter what it is, there’s plenty of interesting things to talk about. Many businesses attempt to blog, but they don’t do things quite right and don’t get the results they want. You may want to try the following:
1. The Writing
Readers crave readable content, regardless of the industry. You should love and want to write and have the ability to research anything online. Your blog, like your website, is not for you. It’s for your patients, so write for them. Ideally, your blog should aim to either solve a problem for your patients or provide fresh insight into your industry. If you give your readers valuable content, they will reward you by returning to your practice and parting with their money.
2. Conduct Interviews
You have to know what’s going on in your industry. What’s more, you’ve got to actually have experience in the industry in order to write about it. Reach out to other industry experts to bring interesting content to your blog.
Often, complexity gets in the way of a compelling blog post. Think of the type of language you use – is it easy to understand? Formal business talk turns people off because they don’t have the time to read what you write 3-4 times to be able to understand it. Consumers are on the go these days that they need everything put simply so they can understand the gist of what you’re saying. Use what’s called a “conversational style,” to build a connection with readers.
Basically you should write exactly the way you talk. Simplicity is the key to generating a following and capturing the interest of your audience. While it’s a good idea to update readers and customers on practice news and events, a blog that serves only that purpose is dull. Your goal is to transform your blog into a resource that people will want to visit repeatedly, which will help to grow your practice reputation.
4. Plan Your Content
Lack of time and ideas is the main reason many small businesses don’t have a successful blog. However, with a bit of planning, you can have enough ideas to keep it running for weeks or even, months ahead.
5. Write Pieces That Can be Read at a Quick Pace
This doesn’t mean you need to finish your posts quickly, but rather create posts that are easy to read, and skimmable. Use bullet points when possible, as well as subheaders and short paragraphs to keep the content flowing.
6. Current News and Events
If everyone in your industry is affected by something, you need to be talking about it. People will read content that is relevant to their life and work.
7. Blogs will benefit your SEO
There is no amount to update your blog. Opinion is divided on how frequently you should update your blog. Fortnightly or weekly is fine. The key is consistency. Don’t start a blog and then abandon it halfway. Search engines like fresh content and the more frequently you update your blog, the more likely your website will climb up search engine rankings and also gain visibility for your target customers.
8. Be True to Your Practice
It’s important to be open and honest with your audience, you are allowed to express any level of emotion in your blog. This means letting readers know who works behind the scenes; this humanizes your practice, which increases brand loyalty.
Your blog will give you the opportunity to express opinions and report news on a more intimate level – people become connected if they feel like they’re engaging with a person rather than a business.
9. Make Your Pieces Useful
Have you ever thought about creating a “how to” blog post or one that answers a series of questions? Get in the heads of patients – What does your audience do on a day-to-day basis? What does your audience want and more to the point, how can you give it to them?
10. Make your blog shareable
Make it easy for your readers to share your blog. The easiest way to do this is by using share icons. These are social networking icons that make it easy for people to share your post and consequently, drive traffic and potential sales to your website.
11. Use the 80% 20% Rule
If people are familiar with your services and how they work, they’ll buy more, right. Using the know, like, and trust factors works, but if 80-90% of your blog posts talk about your company, visitors get turned off and leave as they believe you don’t offer much value to them.
80% of posts should relate to social affairs and the other 20% should be business related. Incorporate a call to action in each post, but dont constantly shove your products before your patients.
12. Incorporate Visual Data
How often do you publish infographics on your blog? If you aren’t already doing so, it’s time to consider it. Readers are more likely to read, engage with, and share visual pieces.
13. Tell a Story
Regardless of whether you have a professional or casual tone on your practice blog, you should always try to tell a good story. Narratives can keep readers engaged and coming back for more, especially if your stories are packed with useful information.
14. Measure your blog’s performance
The most popular web stats tool to measure a website’s performance is Google Analytics. It’s free and over time, as you add more posts, it will give you a clearer picture of how people are finding your blog and, most importantly, which of your posts are popular so you know the kind of content your readers like.
Blogging especially if you stick to it long-term, has a massive ROI. No matter what type of business you have, you can make your blog interesting and get real results from it.
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