We’ve said it time and time again; your blog is the vehicle that drives the success of your online presence. Not only is it great for boosting your ranking in the search engines, but it’s also a terrific way to stay connected and engaged with your target audience, both those you’ve already won over as customers as well as prospects who are ripe for conversion. Unfortunately, all of this is only true if people are actually reading what you’re writing. If you’re putting in the effort and still aren’t getting the kind of traffic you’d hoped for, here are 5 things you might be doing wrong (and how to fix them).
It’s not mobile-friendly. The fact is, the majority of the people you’re targeting have mobile devices and are using them to access the web (including your blog). If your website and blog aren’t optimized to be user-friendly on any device, then you’re losing traffic (aka leads) as a result. Not sure if your site is up to par? Try this free mobile-friendly test from Google.
It’s all about you. If you’re only using your blog to promote your products and services, don’t expect people to read or share many of your posts. The purpose of a blog is to deliver content that your readers will find valuable. It’s ok to pepper in a promotional post from time to time, but your focus should be on giving back, not tooting your own horn.
It’s not consistent. Not only is the quality of your blog’s content important, but so is its frequency. If you write killer blog posts but only publish them twice a year, chances are you’ll have lost the attention of those who read what you posted 6 months ago. In order for your blog to perform at its peak, you must build it out with regular content. This is also better for SEO purposes.
It doesn’t include images. Did you know that blogs that contain relevant images get 94% more views than those with plain text? With those kind of stats, to say visuals are important in blog posts is a huge understatement. The key is to find the right balance. Too many pictures and your blog will look busy and take too long to load. Aim for one or two eye-catching images that complement your content.
It’s not well publicized. You can’t just sit back and wait for people to find your blog. You’ve got to put it in front of them. Leverage your social profiles and share new blog posts with your Facebook, Twitter and LinkedIn networks. Incorporate them into your email newsletter. And always include social share buttons on your posts to make it easier for your readers to spread the word.
When used correctly, a blog can be a great tool for nurturing relationships with existing clientele as well as attracting and converting new customers. If you’re not getting these kinds of results, however, it could be because you’re guilty of one or more of the above mistakes. The good news is it’s never too late to turn things around.