If your business has decided to jump on the blogwagon, it’s essential to understand exactly what it is that you’re setting out to achieve. Here are 8 great steps for you to follow building your blog strategy:

1. Who Is Your Target Audience?

First, who are you writing your blog for? Do your target audience necessarily understand the technicalities that you want to highlight through your blog? Specialists within any industry have a tendency to speak in jargon rather than in ‘real world’ speak. Decode this language for your readers if you ever wish to gain readership.

2. How Are You Going to Promote Your Blog?

It’s all well and good having great workable content, the key is to attract new and repeat visitors to your blog. Think about your business partners who may see it as an opportune link to place on their own website. Are you highlighting your business blog from your company’s email signatures? Your LinkedIn account? Simple word of mouth techniques will assist greatly if your content is valid and worthwhile

3. How Do You Entice Repeat Visitors?

In all likelihood, a visitor may read one of your blog entries, think “Great idea!” and go off to put some of your thoughts into practice, or research further what you wrote about. To ensure repeat communication with this visitor the construction of your blog is a key ingredient in building a successful blog campaign. Make sure your designers are equipped with the knowledge that links to RSS feeds, email subscriber boxes and downloadable promotions are all within eyeshot of the first-time visitor

4. Don’t Deviate From The Reason Your Blog Exists

Don’t be afraid to, in a subtle manner of course, pitch your business to your blog reader. Whether you’re in a mass market or niche industry, as soon as you’ve captured that readers attention, for all intents and purposes, they’re involved in a sales path. It’s all well and good to provide a resource for your industry, but don’t forget the key reason why your blog exists, to develop sales communication

5. Monitor Your Blog Use

Simple analytic tools will allow you to build a quick picture of which areas of content are proving to be the most interesting to your visitors. If particular articles are getting greater readership, try to understand why, and look at how best to mix your article promotion. Keep note of which of your articles are being commented on the most – people love a good debate and whilst articles carry 5-10 comments initially, users will have a greater ease adding their own commentary

Your blog, as an extension of your business website, gives you a fantastic platform to provide your potential customers with topical relevant information. This information, in turn, will turn your visitors into your customers using a sound and sensible blog strategy. Before jumping in head first, keep the 8 techniques listed above in mind and you’ll soon be seeing the fruits of your blog labour!