For many successful businesses, blogging is a key aspect of their marketing strategy. It is important to your business for a variety of reasons: It establishes you as an authority in your field, it lets your customers know about your products and services, it shows everyone who you (and your employees) are personally, and it also sets the tone for your business. Blogging can make or break you.
With that being said, here are some blogging mistakes you might be making:
- Being scared to establish yourself as an authority — Blogging establishes you as an authority, and what that means is that it sets you up as an expert in your field. A lot of folks are scared to do this because they are waiting for someone to crown or bestow a title of expert on them but, most likely, that’s not going to happen. What makes you an authority is that you know more than at least one other person. A real estate agent, for example, might not be the best agent in the nation, but they probably know more about what happens at a closing table than the average person. If what you write could help one person learn more about your field, then you absolutely should write it!
- Being overconfident and not backing up facts — The converse side to establishing yourself as an authority is proclaiming false facts. It’s totally fine to give examples of how you’ve done x, y, or z within your business or community, but remember—- what you write is accessible to everyone, forever, so make sure there’s truth in your claims. You can’t go wrong if you write from the heart on a topic you know about.
- Having an inappropriate tone for your business — Blogging should be extremely casual, but the tone should fluctuate depending on what you’re talking about, your audience, and what you’re trying to do. If you’re talking about your political campaign, the rules for your employees to follow, or the legalities of filing a lawsuit, perhaps you should have a more formal tone. However, if you’re trying to target millennials and you’d like to sell clothing— you don’t necessarily need to do a research article on cotton and rayon fibers with references. Similarly, if your spelling and grammar are poor and you’re using slang within “ur” writing— that won’t really go far for a professional piece on the benefits of your business.
- Not giving enough information — Blogging is casual, but there is an extremely fine line that needs to be walked. Readers respond better to pieces that are written on a lower reading level in a casual tone. They also want to feel as if they’re in your shoes or experiencing what you’re talking about first hand. So, while you shouldn’t over-explain everything, you should also remember that most of your readers are strangers who don’t know anything about your business, and they don’t get nicknames, inside jokes, or industry terms.
- Not posting enough — Above all, the worst blogging mistake that you can make is not to blog! Jot down a bunch of ideas that you’d like to talk about and start writing one a week until you get on some kind of blogging routine. Many can get intimidated by not being professional writers, but that’s not what it’s about— it’s about sharing your ideas and your business with the world. Even if it’s 100 words here or there, it’s something, and that’s way better than having a page that hasn’t been updated since 1999. Worst case scenario, talk to us, and we can arrange for you to hire someone to blog for you.