How to Start Blogging for Business

How to Start Blogging for Business


In today’s Ask the Coach video I answer
Susan Coleman’s question about how to start blogging for your business. I’ll be sharing
some great tips for generating content, I’ll explain some of the technical things you need
to know and I’ll even give you a free tool that you’ll absolutely love.
Hi. I’m Clive Maloney, Founder and Small Business Coach at Get Real About Business. Today’s question comes from Susan Coleman
from Australia. We’re both members of Kim Garst’s Social Selling Inner Circle programme.
Susan is thinking about adding a blog to her website which is a WordPress site. On Sunday
Susan asked, “Is there a blog best for WordPress and what exactly do we do to set up a blog.” Susan, I’ve got some really good news for
you. WordPress was built for blogging and it’s the perfect thing. WordPress comes in two flavors: the fully
hosted WordPress.com, and the self-hosted version available at WordPress.org. Basically
WordPress.com allows you have have your own blogging website hosted under your own domain
while WordPress.org gives you some space on the WordPress.org website. If you’re blogging
for business you definitely want the .com version. Now, I know that some people already have
a WordPress.org website and if you’re wondering whether to go .com or keep up your old WordPress.org
blog then I encourage you to make the switch. Just pop back to your old posts and add a
link to your new WordPress.com site. You’ll never look back. What you have to ask yourself is “Why do
I want a blog?” Blogging was originally used a bit like an online journal that people
made open for others to read. Bloggers would publish their thoughts and things they found
interesting and sometimes that would start conversations with people. It was about sharing
life and connecting with people. That hasn’t changed, but smart marketers
realised that this whole idea of starting conversations is a good one, and if you start
a conversation about something your readers and prospects are interested in, you can deftly
move them on to signing up to your newsletters and maybe even make a purchase. So if you’re going to use blogging as a
way to get people to engage in your business you definitely want that blog on your company
website. Once they’re there, you can interest them in other things on your website. Before we get into answering Susan’s question,
here are some quick statistics around blogging and what it can do for your website: According to Hubspot, B2B marketers that use
blogs receive 67% more leads than those that don’t. Marketers who have prioritized blogging
are 13x more likely to enjoy a positive return on their investment, and companies who blog
receive 97% more links to their website. Pretty awesome huh? Blogs get their highest traffic on Monday
mornings but posts published on Thursdays get the most social shares. Mondays and Thursdays
are obviously key dates in the week. It’s no wonder then that I release my two videos
series on a Monday and a Thursday. 80% of daily blog visits are new. So if you
to attract new followers blogging is a great thing to do. For some more statistics on blogging there’s
a great infographic on a blog post by Right Mix Marketing. I’ll put a link to that as
well as a great article from HubSpot in the description. What you have to remember is, nobody sits
down at their computer and thinks, “I must pop over to Susan’s blog and find out what
she’s posted recently.” You have to drive people to your blog and the way you do that
is with social media. Pay-per-click ads are always an option, but only ever do this for
posts that have been up a while, are getting great social shares and are converting people
on to the next phase of your funnel. Writing a blog post is just like adding a
new page; you go into your back end… there really has to be a better way of saying that.
You go into the admin side of your website and you either go to the top and click ‘New’
then ‘Post’ or go to the sidebar on the left where you can click ‘posts’ then
‘add new’. You’ll then find an empty space that looks
a bit like a new Word document. You write your article there and click publish when
ready. I realise that coming up with what to write
about is often the hardest thing. People write for many reasons. Typically they’re to educate,
inform, to help people or inspire. Note that I didn’t include in there ‘sell their
stuff’. There is a place for that but your blog should be about offering some kind of
value without people feeling there going to be constantly sold to. Those kinds of blogs
don’t perform well. You do however want to lead people into doing
something with you. That might be something as simple as leave a comment and share your
post, or you might want to get them on to your newsletter or download a free goodie.
It’s all about gradually building relationships with your community and gently easing them
into your sales funnel. To get you started, ask yourself the following
questions: Who do I want to read my blog and what kind
of person are they? What do they care about?
What problems are they dealing with right now?
How can I help them? If you’re struggling with those questions
then look at who you’re working with right now and interview some of your existing clients.
If you’re brand new in business and haven’t got any clients yet, think about yourself
as a customer and start from there. Answering these questions should give you
focus for your blog. There are a ton of tools to help you come up with ideas. Google Alerts
is one of them. The simplest thing you can do is read lots,
see what people are talking about in social media and pay attention to things you get
asked by your clients and prospects. Jot down all your ideas as and when you have
them. Believe it or not, coming up with fresh things to talk about should never be a problem.
If you’re passionate about what you do, you know your profession and you understand
the people you help, I’m sure you can come up with something different to say every day
of the year if you want to. There are some plugins you’re going to want
to check out if you’re on a WordPress site like Sue. Three excellent plugins that will
help your blog get noticed is WordPress SEO by Yoast, Click to Tweet and JetPack. Again,
I’ll put the links in the description so you can go and check them out. If you’ve been watching me on social media
you’ll know that I’m about to launch a new online course and coaching programme called
Blogging for Business. I’m really excited about this and I’ve been working ever so
hard on putting everything you need to know to really be successful with your blogging. The course isn’t available right now but
I can give you a sneak peak. Blogging can be a huge time suck and many people struggle
to turn it into an activity that generates money. It may be free but your time is not. If you follow the link that I’ve put down
below you can go ahead and get one of my lessons absolutely free. You don’t have to sign
up to the programme. Of course I’d love it if you did. The course will be out in a
few weeks, but this lesson is ready and you can complete it right now without spending
a penny. In the free lesson I’m giving away I’ll
be talking all about managing your blog. We’ll cover managing your time, how to integrate
social media with your blog and how to generate endless ideas for what to post about. What? You’re still here? Seriously though. Check out that free lesson.
I think you’ll find it really useful. I’ve even included a great editorial calendar you
can download and use. It’s probably the most useful thing you can have for helping
you with your blogging efforts. If you’ve found this video useful then please
show me some love and give me the thumbs up for this video. If you haven’t done so already
go ahead and click on that subscribe button. Every time someone like you clicks on that
subscribe button it means not only will they never miss an episode but they’ll also be
helping these videos get found on YouTube so others can benefit as well. Good luck with your blogging. I hope you enjoy
it as much as I do. And Sue, do let me have the link and I’ll check your blog out once
you’re up and going. I can’t wait to see it. Until next time. I’ve been Clive Maloney.
Here’s to you and your highly successful blog!

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