By Denise Wakeman
In a tour around the blogosphere looking for excellent business blogs, it’s not uncommon to observe a variety of conditions that reflect poorly on the state of business blogging.
- Many business blogs are languishing
- Some haven’t been posted on in weeks or months
- Some are all over the map with their content
And it gets worse! One of the most common mistakes being committed is little attention to branding for the business.
What does that mean?
When visitors land on your blog, in a blink of the eye, they should know:
- Who the blog is for
- What the blog is about
- Why they should stick around and read your content
- Why they should subscribe
- Who you are and why they should believe what you have to say
Without following best practices that address these points, a blog is confusing and ineffective. It will not reflect well on you professionally; it will not work to build your list of prospects and most likely will not convert readers to clients.
These common mistakes are on blogs written by intelligent professionals who are very good at what they do, in their fields. They just haven’t understood and mastered business blogging yet. Perhaps you might be experiencing a few of these problems on your own blog as well. If that’s the case, you aren’t alone. These are actually quite common challenges.
Your blog must pass the “blink” test: It must be immediately recognizable and memorable.
Branding goes beyond finding a clever name, though that is critical as well. Along with a clearly defined core message, there are a few elements must be in place for you to create a well-branded blog that attracts massive visibility:
A descriptive name – if you’re starting your blog, are you branding YOU, your business, your book? Know the purpose of your blog so you can name it appropriately.
Tagline – who is the blog for? What are the benefits for your readers? Who you are, your name and your expertise
A customized banner – ties in with your brand, your website, logo, brand colors; it extends the look and feel that represents you and your values
Your photo and bio page – These two items should be a good representation of you as a professional.
Once you have established the name and brand for your blog, then it’s easier to stay focused and build visibility with a consistent image of your business throughout the blogosphere.
To learn more about using blogs and other social media tools to build your business, go to www.buildabetterblog.com. Business blogging experts Denise Wakeman & Patsi Krakoff, Psy. D. are The Blog Squad and can be found online at www.blogsquad.biz