There is something slightly unnerving about writing a blog post about blogging, but here goes…
Blogging has been around for 20 years, but I still get asked “Why should I be blogging”, so here are 7 reasons why your business needs a blog on its website.
Improves your Google Ranking
Google likes fresh content, so regularly updating your blog will help your website rank higher in search results, and Google will then crawl your site more regularly too once it realises that it is being regularly updated.
It will also increase the number of pages on your website (each blog post should be a new page), which will help convince Google that yours is an important website and worth ranking more highly.
Helps you get found on Google
If you blog about topics related to your business, you will probably use the terms that people will be looking for when searching for businesses like yours, so it will improve your SEO (Search Engine Optimisation). You can research the terms people are looking for using the Google Keyword Planner.
Builds your Reputation and Trust
A blog gives your business the opportunity to show off their collective knowledge, which will help convert readers into buyers. It may get you other opportunities such as speaking at events too.
Shows off your Knowledge
You are an expert in your field. None of that claiming “We are market leaders, blah blah,” you can actually show readers that you know what you are talking about.
Tells people what you do
A good blog has lots of posts so it gives you lots of opportunities to show all of the things your business can do. Client case studies can also make great blog posts, demonstrating your knowledge, and how you go the extra mile for your clients.
Creates Content to share on Social media
Not everything you share on social media needs to be your promoting your own business – but it is easier to promote your own business if you have blog posts which you can share on your social media profiles, whether that is Facebook, Twitter or Linkedin. Remember the 80:20 rule – around 20% of your posts should promote your business, the other 80% should be sharing information which aims to inform, educate and entertain.
Creates Content to use in Email Marketing
A good blog works hand in hand with email marketing too. Each email newsletter can introduce the blog articles, and then link back to them.
If you need to learn more about how to blog, check out my next blogging workshop here.
Having a responsive website has gone from being a “nice to have” to an essential since April 2015, when Google announced that it would rank responsive websites above non-responsive websites when searches were carried out on a mobile device.
What is a Responsive Website?
A responsive website “responds” to the screen size of the device that you are viewing the website on, and adjusts its display according to the screen size. This means that one website on one URL will display well and legibly on a tablet, phone or desktop computer, and there is no need to zoom in to view it properly. With a responsive website, you only need to maintain and update one website.
Just How Many People are Searching on a Mobile?
In October 2016, 51.3% of searches worldwide were on a mobile or tablet – overtaking searches on a desktop computer for the first time (source Statcounter)
There are regional variations – mobile usage is higher in India for example, and in the UK mobile and tablet usage accounted for 44.4% of searches. This is still fast approaching half of all searches, though!
How Do I Know if my Potential Customers Search on a Mobile?
If you want to find out how many people are viewing your website on a mobile phone, have a look at your Google Analytics under Mobile Overview, and it will give you a breakdown of views by mobile, tablet and desktop. In fact, it will even tell you the brands of phone they are using.
If you haven’t got any analytics on your website (and why not – it is a free service from Google?), or you are a new business, think about your likely customers’ behaviour. Even if they are office based, we often think about work in the evenings, when travelling, or in our lunch breaks – and these are the times we will use a mobile or tablet rather than a desktop to search. If your customers are not in desk-based jobs, this increases even more.
Is a Responsive Website an App?
No, but many websites do have an app version for mobile users. All the social media sites such as Twitter, Facebook and Linkedin do this, for example. Remember that the customer has to download the app to their mobile or tablet first, so you need to consider if they are likely to do this. Usually, the first step for a business is to get a mobile responsive website, then to consider if customers are likely to want an app too.
If you are considering an app, this article gives the pros and cons of responsive websites and apps.
Where Do I Start to get a Responsive Website?
If the thought of a new website is just overwhelming, we can help. We work with clients to work out the structure of their website, write the content, and brief the designer, or we can manage the whole process for you. Just give us a call for a free consultation on 0115 772 2518 or complete the contact form.
If we met at a networking event, we would both immediately make judgements about each other, and hopefully start to build trust. We use all sort of hints and cues to make this judgement, often without even realising it.
But if I land on your website, I have to build that trust from the words and images on the screen. How would I do this? By clicking on your About Us page, of course. Yet so often, when reviewing clients’ websites, I find there is no About Us page, or it doesn’t contain any information about the client’s business! And I know they have years of experience in the work they do, a string of qualifications, and many happy customers!
This can be genuine modesty on their part, or it can be a desire to appear to be a bigger or more established business than they actually are. But it doesn’t work – in fact we actually like to know there are real people behind a business, and their stories. Think Virgin and Richard Branson, and James Dyson.
If you are really struggling to write about yourself, try writing it in the third person, so you say “Brian has worked in the XXX industry for 20 years”. If you want your website text to be more personal, you can always change it to “ I “or “we” afterwards. You could also try talking about it to a friend, and get them to write notes for you.
So what should your About Us page contain? Here are some ideas:
1. Photos
If you are the business owner, a good professional photo of you. If you have a team, photos of the key members, particularly those who are customer facing. Nice smiley photos, perhaps in your working environment?
2. Your Experience
Most of us set up business in an area in which we have a lot of experience, so tell the world how much experience you have, where you gained it, what qualifications you have, and any professional associations you belong to. This doesn’t want to read like a CV or a blow by blow account of your career to date – just the highlights and the bits which are relevant to the service or product you offer.
3. Your Story
Even if you don’t have a lot of experience in the field, there must be a reason why you set up the business. So tell your story – was there a life changing moment? Go on – we want to know!
4. How to contact you
Are you on Twitter, Linkedin, Google + and Facebook? Put links to your profiles here – that way folk will stay in touch even when they have left your website.
Here are a few great examples from my clients:
The Pheasantry Brewery and Restaurant was set up by a family who have farmed in the area for generations – a great story illustrated with family photographs.
Andrew at Verdant Wildlife offers wildlife and bird watching tours. He has a first class degree in Environmental Science and is passionate about wildlife – so all of this comes out in his About Us page.
Still stuck? Have a look at your competitors – see what they say about themselves! Must go now – need to update my About Us page!
Beryl Pettitt is a Marketing Mentor and Marketing Trainer for small businesses and organisations across the UK. She has worked in marketing for over 25 years, and her experience spans both the corporate environment and running her own business. She understands the needs and pressures of managing a business, so clients find her advice both practical and affordable.
Join us for an informal workshop and learn how to promote your business online through an effective website and focused marketing strategy. Bring your laptops and questions and get real world advice!
If like me you have been inspired by the spring sunshine to have a big de-clutter and spring clean at home, you will know what a therapeutic process it is! Once all those annoying jobs and clutter are gone, you feel inspired to make a fresh start – and the same goes for your marketing. So how do you go about spring cleaning your marketing? Here are some ideas:
1. Review your marketing materials
If it is a while since you created your website and business card, you will probably find that they are in need of an update. Do they make your USP clear? (for more on checking your USP see here). Have you got new customers that you could add to your website and ask for new testimonials?
2. Review your Social Media Profiles
Are your Twitter and Linked-in profiles up to date and complete, with all your qualifications and experience? Is it clear what you are offering? Do you have a good up to date photo of yourself on there? Do you need to get some more recommendations on Linked-in? Get in touch with your happy customers and ask for some testimonials. Have you set up your Facebook business page for the new Timeline yet?
3. Update your records
If there is a pile of business cards lurking in the corner of your office, now is the time to add them to your database so that you can bin those cards. Think about keeping separate lists of clients, prospects and referrers, so that you can target them with separate communications. If you don’t have a database, then you can create a simple one using a spreadsheet with separate columns for first name, second name, company, address, phone number and email. This can then be uploaded to an email marketing system such as Mailchimp (for more on email marketing, see here). You could also connect with them on Linkedin – that way you can stay in touch even if they move jobs or company. Linkedin also allows you to download all your contacts which could then form the basis of a database.
4. Check your SEO
Once you have updated the content on your website, do an SEO (search engine optimisation) spring clean. There are a lot of factors involved in SEO, but at least check that the page title on each page (that is the one on the tab at the top) contains useful information for anybody searching for your company, your name, and what you offer. (on this page it is Spring Clean Your Marketing | Ridgeway Marketing). It should reflect the same words used in the text on the page – too many waste this title on words such as “Home” or “Services”. If most of your customers are local, have you registered on Google My Business? This is a free Google service and will help with local SEO. Also think about getting links on high ranking sites.
5. Review your marketing activities
If this is the end of your financial year, now is a good time to review your marketing activities to see what is working and what is not. Think about it in terms of cost and time, and the value of the business (and profit) each activity generates. You also need to consider the Lifetime Value of the customer – though it may cost a lot to get one customer, if they stay with you, what is the Lifetime Value of that customer? This might lead you to re-consider how much time and money you spend on each area of marketing.
6. Get an outside viewpoint
Most of us just get too close to our own business to see the wood for the trees, so do ask a trusted friend or colleague for an outside viewpoint. They may spot something that you just cannot see. A marketing mentor can help you with a fresh perspective on your marketing, and give you lots of new ideas on how to market your product or service – for more details on Marketing Mentoring, see here
Author: Beryl Pettitt
Ridgeway Marketing provides Marketing Mentoring and Marketing Training to small businesses and organisations across the UK. Beryl Pettitt has worked in marketing for over 25 years, and her experience spans both the corporate environment and running her own business. She understands the needs and pressures of managing a business, so clients find her advice both practical and affordable. If you would like some help spring cleaning your marketing, request a free one hour marketing mentoring session.
