If you do not include all the basic information that your readers are looking for when they visit your blog, they will leave your site feeling disappointed, and without making an emotional connection to you, your products, or services. By making sure that your blog has, at the very least, these six items, you will go a long way to helping your readers to make a positive emotional connection with you and your company.
What You Will Learn In This Post
1. You will learn about some of the basic items that most readers expect from your blog.
2. You will learn that these fundamentals will really help you understand what blogging is really about.
3. You will learn how and why these fundamentals can make your blog your most powerful marketing and branding tool.
The blog is now the most basic and essential marketing tool needed for today’s small businesses. Your blog can be a very powerful way for your readers, customers, audience, and market, to connect with you on a practical and emotional level, 24/7.
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If you do not include all the basic information that your readers are looking for when they visit your blog, they will leave your site feeling disappointed, and without making an emotional connection to you, your products, or services. And because of this, many will not return to your blog, or buy your products or services.
Here is a quick run-down on the most essential information that you must include in your blog:
Expectation # 1. Quality Content, Not Quantity
Content, content, content. Content is king. We have all heard these two phrases before. The problem is that too many blogs still don’t provide quality content. Practical, useful, insightful, honest, and helpful content, that provides the information that your audience is looking for, is by far the best way to build an audience. Quality content is your way to prove to your audience that you know what you are talking about.
Quality content will also show that you have respect for the subject matter, as well as the audience. Then your audience will begin to trust you, your information, and your blog. Quality content is what will bring them back for more. Hopefully these same people will then choose your products and services over your competition’s. Always remember: the quality of your content is much more important that the quantity of content.
Please don’t believe all the blogs about blogging that tell us the opposite. Those sites are showing you how little respect they have for you, for themselves, and for their audience. And they give blogging a bad name.
Expectation # 2. Biography / Personal Information
This is the place to show your credentials in a positive light. Show how your experiences, education, career, jobs, accomplishments, awards, etc., are proof that you know what you are talking about. Be very careful not to exaggerate.
The instant your readers get the slightest hint that you are exaggerating, or boasting, or lying, you will lose their respect and trust – forever. They will never believe you again, and never come back to your blog, and never buy your products and services.
Your readers, customers, and clients will give you some leeway for some boasting about your accomplishments. They will usually write this off to pride. But this can be a very fine line to walk on, so be very careful. Error on the side of understatement.
Expectation # 3. Contact Information
You must make it as easy as possible for your readers to contact you. For some businesses, an email address is enough. For others, an email and telephone number is essential. You will need to decide on this one. Either way, make your contact information easy to find and easy to use. And make sure that you respond as quickly as possible. The faster you respond to the email or telephone call, the quicker they will start to respect and trust you.
The easiest and most powerful way to beat your competition, is to continually show your customers and clients respect. This is not a difficult concept to understand, or to implement. And, believe it or not, most companies, large and small, still don’t make the effort to do this. Shame on them.
Expectation # 4. Photographs
Photographs play an important role in helping your audience make an emotional connection with you. Photos of you at work; sitting at your desk; standing at a podium; displaying your product; with your family; with celebrities, etc. You get the idea. The internet is a visual medium. Use it to your advantage.
If you don’t look good in photographs, then hire a professional photographer that will know how to make you look great. Looking professional is essential to gain the respect and trust of your audience. But don’t make the mistake of looking too slick or contrived. This will have the opposite effect. Your audience wants to like you for who you really are, not for who you are pretending to be.
Expectation # 5. Social Network Links
Social media is the wave of the future. Eventually, every person and every business will be using social media for networking with their colleagues and customers. And, with social media, you can operate your business from your spare-bedroom and do business on a world-wide scale.
You can easily start networking with customers and suppliers on a global scale, right from your home in the middle of nowhere. Be sure to start using LinkedIn, FaceBook, Twitter, and Pinterest first, and be sure to have links to them on your site.
Expectation # 6. Free Downloads
Be sure to provide documents that your blog’s visitors can download. Things such as your brochure for your products and services, a white paper, a checklist, a chapter of your book, and an ebook, for exammple. Provide some of these documents as a free download without asking for their email address. For some of them ask for their email address in exchange for the free download.
Everyone appreciates getting something for free, especially if it can help them with their questions and problems. Give them enough good information for free, and eventually they will start buying your books. This is a very simple and easy concept to understand and implement.
By making sure that your blog has, at the very least, these six items, you will go a long way to helping your readers to make a positive emotional connection with you and your company. And don’t forget, that they will only be spending a few minutes on your blog.
If you do a great job with these six items they just might stay on your blog for a precious few extra minutes. If you can pique their interest just enough, they might even return for more. And if you are really lucky, they might even make a purchase. Cha-ching!
Questions For Us To Think About And Discuss
1. What do you think your readers expect most from your blog?
2. Do you have anything to add to this list? If yes, what and why?
Let me know in the comments section below
• This article is also featured in Joel Friedlander’s online publication The Carnival of the Indies – Issue #33
• This article is also posted on LinkedIn.com
• This article is also posted on EzineArticles.com
• This article is also posted on SPANnet.org
• This article is also posted on Business2Community.com
— Dave Oakes (@Dave_nGenes) September 10, 2015
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