Without notice, the business blogging mistakes you are making now wastes your time and money. Starting a business blog is easy. But getting good ROI from it is an entirely different challenge.
Read on to find out if you are making these mistakes and how to change your strategy.
Many people come from different backgrounds to start a business, and for many different reasons. This variation in backgrounds, approach and perspectives then determines the difference in business outcomes.
Depending on who sold the idea of starting a website to you, you may or may not understand the benefits of starting a business blog from day one.
Just so you know, a blog and a business website are not usually the same thing. These two can be built into one for maximum ROI or differently for varying purposes.
Even if you have an existing blog, you could be making one or more of these business blogging mistakes.
Hence, your revenue potential is being wasted in that regard.
Business Blogging Mistakes In B2B Markets
- Not Having A Blog
If you have a business website without a blog, you may tend to think these two are the same. This could lead to a question like – why start a company blog?
As I have observed by interacting with many business owners, blogging or content marketing is not part of their current priorities.
In fact, some are still dependent on traditional offline marketing channels.
Hence, a lack of knowledge in this context excludes them from the benefits of blogging for business.
If you have a website currently attracting visitors, having a blog helps to convert a percentage of qualified leads to paying customers among other benefits.
Learn to leverage the power of pre-selling.
Below is the website for Quality Aviation Inc; commercial flight service firm without a blog. Obviously, their website is outdated and no one cares.
With a consistent business blogging strategy, they can start attracting visitors actively searching for keywords like ‘commercial flight certification courses’.
- No SEO Strategy
Unless your business revolves around marketing, majority of small business owners have limited knowledge of how online marketing works. Because of this reason, even some people who have business blogs have no SEO strategy in place.
And this means that your revenue generation potential is being wasted to some extent.
So you have been creating great contents. Probably you’ve been logging for months or even years. And you also share your blog posts in social media.
You could be generating some website traffic too. But your ROI remains below average, flat zero or worse still; unknown to you.
Wasting your revenue potential implies that the same amount of resources you spend on blogging without results could get better outcomes by implementing an SEO strategy within your blog.
Implementing search engine optimization strategies requires that you use keywords that your potential customers are actively searching for.
To get the best results, you need to optimize for the search terms in your titles, sub headings, body of content, images, internal and external links etc.
- It’s All About You
One of the key challenges facing entrepreneurs, marketers, business bloggers and copywriters is finding a balance between your interest and customer needs. Mismatched messaging in this regard leads to low return on marketing spend.
Business blogging is a form of active online marketing strategy. However, a lot of people make the mistake of writing about themselves, their company and products only.
Trying to force your message of ‘buy, buy, buy and buy’ on prospects attention hardly influence buying decisions in your favor.
Unfortunately, this is one of the business blogging mistakes I see a lot of people make in their company blogs. Consequently, they waste the limited resources that would have been spent on revenue growth activities.
Contrary to pushing your own interests beyond balance, it’s better to start your content creation with the keywords that your prospects are actively searching for.
The fact that they are actively searching for your products or services is a sign of purchase intent.
But you have to speak to their needs. Use your customers’ language. The other approach is to develop buyer persona and then stay focused on your target customer pain points. Mind you:
‘People buy solution to their problems, not products and services.’
So forget your awesome product features and sell me a solution.
- Zero Lead Generation Strategy
I bet it’s not every business owner that knows how online lead generation works or what it is. And this includes some people that are currently generating traffic to their company blog.
Generating website traffic is one thing. Getting real business value from it is another different challenge. See the screen shot below for searches related to ‘blog traffic’.
However, am sure it’s not everyone that knows what to do with the traffic after they’ve gotten it.
For some reasons, you could be among the people making the business blogging mistake of having no lead generation strategy. But just what is lead generation anyway?
According to comscore/baymard online traffic study, 70 – 95% of your website visitors will leave without buying your product or becoming a lead. A lead is simply a prospect who gave their contact information in return for something valuable or expectation of an offer.
Having a lead generation strategy in your business blog helps to bring back lost prospects via email.
With the email list you build, you can implement repetitive promotions to the prospects and previous customers in your list.
Thus, if you are not generating leads from your blog, then you are missing out on the revenue opportunities.
See this list building and email marketing case study for more insights.
- Lack of Consistency
I am sure you must have heard that there is never a significant accomplishment without consistency. Rome was not built in day you know.
You could be asking yourself right now. What are the key benefits of consistent business blogging?
One of them is consistent growth of your search engine ranking, website traffic, lead generation and growing sales volume.
Yes, these things can be experienced as the benefits of blogging for a business beyond lame posts.
If you are not consistent in your writing, publishing and promotion schedule, then you will always lose out to your competitors who are actively reaching out.
Consistency in this context doesn’t mean you must write, publish and promote every day. No. It means you should have a schedule that has some relative degree of frequency built into it.
This is one of the best kept blogging secrets among successful bloggers. You can outsource your content writing, publishing and promotion to experienced experts.
- No Blog Post Promotion Strategy
This is one of the biggest business blogging mistakes holding a lot of people back. They assume that great content is just enough.
And if you have great content, you will be entitled to viral traffic and sales growth.
After all, they say that content is king.
The content you create can be leveraged for growing revenue, but only if you promote it.
Without active blog post promotion, the revenue generation potential will remain untapped forever.
If you have 10 to 100 blog posts in your site, but they are not in any measurable way contributing to your overall revenue growth, then the resources you invested in creating them is as good as wasted.
Sure you need maximum value from your hard work.
Your blog post promotion strategies may include on page SEO, Google adwords, Bing Ads, Facebook Ads, social group marketing, content sharing sites etc.
Key point here is that you can do better than waiting for slow search engine ranking and traffic. Consider using direct paid advertisements to bring targeted traffic to your posts.
- Ignoring Performance Tracking
The painful part of business blogging for many is grinding out for months or even years without seeing progress. But how do you define progress in the first place?
That’s where conversion tracking comes in.
Done very well, your company blogging strategies can be contributing towards growth of targeted traffic to your sales and lead generation landing pages.
But without conversion tracking in these two instances, finding justification for continuity will pose a very big challenge.
Here is one of the reasons for the abandoned blogs I see most times.
The best way to overcome this is to integrate Google analytics and conversion funnel tracking systems into your blog. As important as it is, this should even be done before starting an active promotion campaign.
Ignoring conversion tracking makes you to lose sight of the data that could be used for conversion rate improvement.
After integrating lead generation and conversion tracking on a clients landing page, here is a screenshot of what he got from inside MailChimp and Google Analytics.
That’s 190+ email subscribers or leads in less than 5 days.
One of the main reasons why people make and continue to make these business blogging mistakes is limited knowledge.
For example, not having a blog at all or owning a website without a blog may not be seen as mistake.
In case you don’t know, a website without promotion is like a pack of business cards locked in a forgotten office cabinet.
In some sense, a website is like business cards as well. However, starting a business blog gives you space to communicate your value propositions while at the same time attracting a demographic of targeted prospects.
Unfortunately, the benefits can only be experienced if you get started.
Thus, if you are currently making one or more of these mistakes, then the time to do something different is now.
Perhaps, what you may actually need is simple reallocation of resources and realignment of your strategy.
Please share your business blogging experience or challenges in the comment section below. You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.