Blogging for your small business is an excellent way to position yourself as an expert in your industry and engage an audience with your written content. However, if you don’t have a handle on your brand before launching a blog, you may be disappointed by results.
Here are some of the reasons why you should have a solid understanding of your branding before entering the blogosphere:
You need a clear idea of whom you’re trying to reach
Before you start blogging, you have to know your intended audience: that is, their demographics and psychographics. Keeping your target audience in mind is going to impact the way you write your blog: it will determine the “voice” or tone you use when writing, your writing style, what burning questions you answer, what topics you cover, etc.
You need to know what you’re selling
Remember, you are not merely selling a product or service on your small business blog. You are selling attitudes, beliefs and philosophies. You are selling a lifestyle. In other words, you are selling your brand values. Remember, you can’t just blog about your product or services, as very few (if any) people will willingly subscribe to a blog that is bogged down with blatant advertising. Knowing your brand values will lead you to create the kind of content your potential buyers hunger for.
You need to test and measure
When maintaining a business blog, you need to constantly gauge how it’s performing and adjust accordingly. Are you attracting the right audience? Are your readers asking the right questions, making the right comments and starting the right conversations regarding your posts?Are you properly engaging viable business leads? Unless you have a handle on your brand, you’ll have no idea if your blogging efforts are headed in the right direction!
Need a hand with your business’ brand? Call Kim Speed at Purple Moon Creative today!
