These days if you are online then it’s vital for your business to have a blog – to get some conversations going with both customers and prospective buyers. Blogging and social media are really the only ways to have any two-way conversations with people, when you’re not face to face. It’s a way to give your business a personality that will establish your image in your readers’ minds.
It’s important. It gives you a chance to talk to them, without selling to them, which they’ll appreciate. And more importantly, it gives them a chance to talk to you (and if you’re smart, for you to listen to them).
But once you have a blog set up, how often should you post? I’ve seen some that post several times each day, while I’ve seen others that only post once or twice per month. It’s important to find the right level and then be consistent.
Finding the Sweet Spot
I think the how much is too much question is very dependent on your specific situation. Your niche, the general flavor of your blogging, your typical reader’s interests – these all can influence your decision.
As for how much is enough, if your blog is passing along tips and tricks, a daily post might be an effective way to gain and maintain the interest of your blog’s followers. On the other hand, if you tend to blog tutorials with complex steps, once a week might be more appropriate.
You need to consider how digestible your posts are and try to find that “sweet-spot” where the majority of your readers are ready and eager for your next post. Don’t force-feed them or they’ll tire, both of it and of you. Keeping them just a little bit hungry for more is usually the best approach.
The bottom line is, there is no rubber-stamp too much or not enough.– each situation is unique.
Blogging For SEO Purposes
There is, however, a reasonable number to be found between those extremes. It varies somewhat too, primarily based upon the characteristics of the niche (mostly, the competition level), and is a bit subjective. But as a rule of thumb, here’s what I have found for most of my small to medium business clients:
- One post per week seems to be the minimum level for sustaining traffic. Typically, unless you’re unleashing some incredible earth-shattering wisdom each and every week, however, you can’t expect to really accomplish a lot toward improving your rankings at this level.
- For most very small businesses (home-based and up to 4 or 5 employees), I’ve found that posting in excess of three posts per week will usually offer diminishing returns. For slightly larger small businesses (up to 20-25 employees), posting daily can deliver better SEO results, all other things being equal. For medium-sized businesses (up to 100-500 employees), posting daily is probably a good minimum schedule to follow.
Setting your Priorities
Blogging is a great way to build customer loyalty, get feedback on your products and services and communicate company news to your customers and prospects. Strangely enough, as straightforward as that may sound, it’s surprisingly easy to stumble and fall. Here are some basic rules that can help you stay on the right track:
- Remember your primary goal – you’re trying to build relationships and trust, first and foremost. Don’t turn your blog into nothing but a broadcast channel, or you’ll soon find yourself with no readers. Communication is a two-way process, so invite your readers to give you feedback – and LISTEN to it!
- Whatever schedule you select for your posting, try to be as consistent as possible. If you’re going to miss a day or two, try to get someone else to fill in for you in your absence. If you can’t find a stand-in, program some posts ahead of time, and tell your readers you may be slow to respond because you’ll be out of the office for a couple of days.
- Your blog is an opportunity to put some personality to your company’s image. Professional and honest are obvious qualities you want to convey to them, but that doesn’t mean you can’t also be humorous or playful from time to time. Your readers will identify more with you when you show them some human qualities. Besides, you can have fun with your blogging, while seeing increased interaction.
- Respond to comments quickly and completely. If a reader takes the time to ask a question or remark on a post, they deserve (and expect) the courtesy of being acknowledged.
- Don’t ignore or sidestep complaints. Ignoring a problem only allows it to grow. If your company made a bad decision, own up to it, and make things right. Immediately. This is probably the single most important aspect of customer service, and as your company’s public face, you become its image. People understand that businesses make mistakes. How you handle those mistakes is what can set you apart from your competition.
So, what are you waiting for? Start sharing with your customers and let them share with you. You’ll find it’s well worth the effort.
If you’d like some advice on setting up a small business blog for marketing then why not get in contact?