“It’s not what you say that matters, it’s what they hear.” Frank Luntz

Many small businesses have turned to blogging as a way to engage and further connect with customers. Which is exciting. It’s a good strategy as it helps you interact with your customers from a casual angle. Blogging for your business is important, but doing it wrong can cost you your customers and your reputation. Consumers can be retained or lost simply from your blogging efforts, so it’s vital to avoid the following mistakes;

Bad Writing

I shouldn’t have to say much about this. There’s no excuse for poorly constructed sentences and wrong grammar. Displaying them in a public setting like a blog, looks even worse. There’s a good chance that if the blog isn’t written well, your customers will think a little less of you, or at least of your marketing team. There many ways to avoiding a poorly written blog post. You can hire a copywriter. Or get your members of your staff to write periodic articles (which will all be crosschecked and edited by the content guy of course). It gives your blog itself different voices for customers to relate to. And it also makes the employees feel better about themselves and their overall contributions to the organization.

Conversation NOT Presentation

Good blog posts are those that inspire conversation and drive readers to comment, share, or engage with the content. Rather than thinking about a blog post as a dissertation, think about it more as an opinion on a hot topic. Stick to that one opinion or point of view and defend it, then open the floor to readers to respond. In blogging, it’s important to blog about a particular topic without being complete. If it’s conversational as a blog is supposed to be, you get a chance to say one thing or one idea, and then it’s your customers’ turn to talk or respond.

Is this an Ad Site or a Blog?

Don’t get it twisted. Often the best way to promote your business is to be seen as a resource and not a PR outlet. If you try to sell a customer a product too early in the relationship, before you’ve really gotten to know each other or learned to trust one another, you’ll often scare them off. Rather, establishing a blog that provides regularly interesting, useful and informational (not promotional) content will make customers more likely to make purchasing decisions.

Focus on the Readers

In most cases, companies are starting blogs as a means to connect further with their customers and in the end sell more products. But the message is unsuccessful if the person on the other end, in this case the reader, can’t understand or can’t relate to what you are saying. Good writers know it’s about the people and not about the words. In other words, they care what their audience thinks and they are learners, so they come to it with a beginner’s mind and aren’t afraid to say I’m learning as they talk to others and improve.

No Clear Strategy

Have a central theme! While variety is great in a blog because it keeps it from becoming boring, you need to be clear about what users can expect when they visit it. Your aim should always be to keep your readers glued. Showcase your passion through your posts, people should be able to feel and tap into your passion just by reading your posts, keep them excited and they’d want to read more.

Share your Personal Eexperiences

What makes your perspective unique and different from the millions of other blogs that are out there? Why should readers trust your voice? If you are a business owner, it’s rare to start a blog before you’ve established customers. So clearly, you have experience in your field of business. Just like you tap into your passion with the overall strategy, make the most out of your experience and be sure to offer a unique perspective. Don’t just say what everyone else is saying. Often, disruption can breed success. Always appear as humanely human as possible.

Embrace Technology…fully

I know the fact you run a blog means you’ve embraced technology, but don’t just stop there. Don’t be stereotyped. Consider varied content types, whether it’s a standard text blog, video interviews, podcasts or an infographic. Beyond that, make sure you are utilizing all of the sharing tools available, from an RSS feed to social sharing abilities. And more importantly, use an analytics service to track what posts perform well, how users are finding you and more. There are many tools out there to help you track how your blog is performing. Take advantage of them.

Creating and promoting quality content as part of your marketing strategy wouldn’t only get you quality leads and users, but also positions you as a thought leader in your specific industry.

Have some blogging questions? Drop your questions in the comment box below.