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For years now, you’ve been hearing marketing experts extol the benefits of having a business blog. If you’re like most business owners or executives, your primary concern is the growth and development of your company. If a business blog can contribute to that, then so be it. Yet as is the case with any marketing strategy, your blog needs to be able to produce tangible results in order to provide its worth as part of your advertising efforts. However, without getting a great deal of feedback about the posts themselves, how are you to know whether or not your blog is succeeding?
Knowing What Your Goals Are Gives You Direction
The key is clearly defining what goals you hope to achieve with your blog. This gives you the metrics needed to define its success. Typically, business blogs are created for one of the following four purposes:
•To establish you as an expert in your field
•To build trust between you and your customer base
•To create new leads and business opportunities
•To get your company’s name out there
If you know which of those four goals you want to focus one, than defining your blog’s success becomes relatively easy. For example, if your blog post are meant to establish expertise, then you should begin to receive requests for consultations or even speaking engagements. Using a blog as a trust-building tool should generate an increase in your subscription services. If you’re hoping to lure in new customers, than the obvious results of a successful blog would be a rise in new business. Increased exposure can be determined of you start seeing links to your blog posts popping up on social media or referenced in other online content.
A business blog can add untold value to your company’s website. However, if you do choose to offer one, your customers expect it to be a valuable resource for them to refer to in order to learn more about your and your industry. Thus, you need to trust the creation and management of yours to a provider that knows your goals and is can create content specifically designed to achieve them. We here at Exatech can be that provider. Let us take you to the top of your sector, one blog post at a time.