Welcome to the third and final blog in my three part series. Initially we asked “What does a good blog look like?” and then progressed to “The Characteristics of a good blog” and today we end with “What is the objective of your blog?”
If you are in business (even if you are not) the objective of your blog must be to increase sales.
If you sell, they will not come…
If you sell your product or service every time you write, no one will want to read your blog. But basic marketing is to tell everyone what you do, over and over again. So what do we do? Let’s translate this into blog language, that is that we want to get as many people as possible reading our blog and to get as many of those people as we can to follow us each week.
Our new goal; more readers, more followers.
Let’s set this up into a game we can win. This starts by establishing the new objectives for your blog. According to my research, there are three that keep coming up over and over again. But there are two other objectives we should adapt as they will prove to be equally important. To accomplish our new goals, here are five objectives your blog should strive to achieve.
- Provide Value
- Build a relationship
- Establish expertise
- Make your reader aware
- Motivate your reader
Your reader must get value from what they read. If not, why read it? Value can take many forms. Did you make your reader laugh? Did you give them something to think about or to talk about later? Did you give them something that they could use later? Or did they follow the links for more information? These are valuables and if you can provide them to your reader, they will return.
Build a Relationship
In order for someone to buy from you, they want to know you and they want to like you. That relationship starts right now and this relationship builds as they follow your blog. In my first blog post Amber commented; “I had to laugh a bit because it sounds so much like you, I could hear you saying the words.” This is success. If someone reads my blog and then talks to me, they will know what to expect and they should already know a little bit about me (hopefully not that people laugh at me).
I didn’t have to go far to find a great example of this. What do you think?
When people read your blog, they are reading it because you are an expert. You are providing them with information they could use and that they can trust. If they go to your website or call you, they will find an expert that can provide even more value. And when they call you for more information, do they know what kind of person they will be talking to? Of course they do, because they should know you and that you are an expert.
Business Coaches are great examples of this, here is a local example.
Make your Reader Aware
When you are writing your blog, your goal should be to increase your reader’s awareness, not educate them. You want to let your reader know that there is a better or easier way to do something, and then show them where they can learn more. Blog posts are usually meant to be brief. Education takes more time and resources that your blog allows. Blogs are great for tips and pointers, that is why we see so many lists and how to’s. Your blog can provide links to websites that will educate, it can link you to good books, good resources or perhaps a good course or workshop.
A good example came from our Self-Employment Program Manager’s recent post which I strongly recommend you read if you have not already done so.
Motivate your Reader
Your reader has gained some knowledge, has found value in it and is now intrigued and possibly excited about what you talked about. Excellent, now they turn off your blog and go back to work.
We want the readers to connect with our posts, respond to the information and tell us what they think. We want them to use it, it is the whole reason we wrote the blog. We need to suggest an action, invite feedback, ask your readers to tell you what they think, what else they would like to know or discuss.
Encourage your readers to take action and to respond back telling you about their experiences or asking for more information.
Now, let’s use it
Let’s make it clear, the objective of your blog is to increase your sales, but at the same time you can’t sell. So we adjust the goal so we can do it without selling. We do this by increasing readership and developing a group of followers. So next time you write a blog post, remember these five objectives for your blog. You don’t have to use them all, all the time, but always use two or three of them to keep your blog posts inline with your goals.
Now give me your feedback.
What do you think?
So come on, share your comments, share your blog and share with me your favorite blogs… I would love to read them.
-Leaverd, Business Coach
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