How to manage a successful blog
Jordan Sudberg, the CEO and Medical Director of the Spine and Sports Center of New York spends a great deal of his time communicating with clients and potential clients to enhance his business. Therefore, Jordan Sudberg knows that one of the very best ways for a business to enhance its business reach is to create a business blog.
Unlike amateur blogs which may cover everything from politics, gender issues, dating or their love or horses or cats or whatever, a business blog is designed to enhance the credibility of a business by tying the relationship of a potential customer’s needs to the ability of the business to meet those needs.
For example, Jordan’s own blog contains articles about: “Why does my back hurt?”, “Fast treatment for Back and Neck Pain”, “How to Prevent Injury”, “Stroke Awareness and How Physical Therapy Can Help,” etc.
The point being, to address, humanize and make your business relatable to potential customers’ needs.
Key salient points for a business blog
Jordan Sudberg points out that in creating a business blog, there are several key points a business should consider with their blog.
- 1. Don’t be too technical in your posting
One of the big mistakes is when a blog manager/writer assumes that everyone has the same technical expertise and knowledge as they do.
Using acronyms and abbreviations is a common example. If possible, try to write using language no higher than a high school graduation level, even if your business caters
to highly technical fields such as industrial mining, laboratory testing or the like.
Keeping it simple is the key to communication.
- 2. Post regularly
A business blog is great, however, don’t plan on just posting once in a blue moon and assuming your blog is engaging.
It is common when creating a business blog to post a categorization tag and a date for each post. As a consequence, if a potential customer comes to your blog, and sees that the last time you posted was 6 months or a year ago, then they assume your business doesn’t really have much passion for the subject. Generally, post at least once a month to have an authoritative blog.
- 3. Ask for comments
Another way to make your blog effective is to ask for comments. Blogging should be a two-way street in which you get customer feedback. When you allow people to comment on your blog, you get honest feedback, not just what you think they need or want.
- 4. Show rather than simply tell
You may indeed have cutting-edge insights on a subject, but that doesn’t mean your readers will grasp it without clear examples. Try to use specific examples in each blog.
This is best done by assuming for the moment that you had to pay for your blog post
as an advertisement. In 30 seconds, what is your main point?
5. Finally, don’t be in a hurry to convert your readers to customers.
A blog helps gently lead your customer, instead of forcing them your way. The more they can relate to you as a friendly expert, the more likely they will become a future customer.