“A (business) blog is a form of web communication allowing companies of all sizes to reach new audiences…, says Darrell Zhorsky. But, “allowing” and actually “reaching” are two different things, as many a new business owner discovers to his/her dismay. The reality, as ProBlogger’s Darren Rowse points out, is that “many blogs produce quality content that doesn’t get read.”
Once you taken the big step of getting consistent about posting content on your business blog (or hiring a professional ghost blogger like me to do it for you), the necessary next step is promoting your blog so people know it’s there.
One obvious, but often overlooked tactic, is simply letting your clients and customers know about the “Birth of the Blog”. The blog’s URL should occupy a place of honor on your business cards, flyers, ads, brochures, and website. And, if there’s one particular post where you really “nailed” the message you want to convey about your business – print that one up on postcards or little laminated handouts to have handy at networking meetings, trade shows, letters or invoices.
Just created a new post? Tweet it, Facebook It, “Link it in”. Or, capture one essential idea from your blog in a Tweet, linking back to the blog itself. As Jason Falls points out in The Beginners Guide To Promoting Your Blog “Twitter is a place to have conversations with people”, (not an advertising billboard). That means you need to provide links to other interesting and informative sites, so that your blog becomes the “go-to” spot for information in your field.
In using social media to promote your blog, don’t forget to “stay on brand”, is a reminder offered by Entrepreneur. “Go ahead and announce sales and specials, but also give your fans, friends, and followers something more.”
Blogging is an incredible way to connect with customers who are searching for exactly what you sell, what you do, and what you know about. But they have to find you first. Bottom line is: you can’t just blog there – you have to promote your blog!