We all get impatient when we don’t get immediate results from things. Rather like the overweight and ever hopeful serial dieter and gym goer denouncing their workout after the scales showed no weight loss after just a few visits.
Contractors who are writing Business blogs are often impatient in a similar manner.
“Where’s all the flipping visitors and traffic and where are the results?”
It’s easy to get impatient and to see whether its worth writing a blog post when you’re not seeing fast results. The fact is most don’t have the patience and foresight needed to persevere those lean days often associated with launching and running a blog.
However, very much like a diet and gym workout plan, persistence – and most importantly, discipline– will virtually always pay off.
Wouldn’t we all appreciate a proper forecast when we can expect results from our blog posting efforts? If your job function involves writing blogs, a safe bet is that you boss will want to see some tangible results of your written efforts. After all they are paying your salary right!
Of Course it would be nice to have a forecast! But there’s a problem with forecasts: They suggest that the end result is independent of your own efforts, and are simply to be expected. The fact is results are completely dependent on your efforts, and detailed below are the factors that will determine your probable time frame for success.
Identify Your Blogs Purpose
However before embarking on your first rant, you first need to define what the overall objective is for blogging as it relates to your overall business goals. Is it to simply generate traffic and raise awareness? Are you trying to drive more qualified prospects to your website in order to improve your opportunity-to-customer rate?
This is your Blogging mission objective. Any blogging strategy absent of an objective will have a tough time achieving any results. Asking about results prior to identifying your objectives would be like asking how long it’ll take to lose weight while sitting on the couch with a McDonald’s Big Mac!
Finding your Audience
Once you’ve identified a clear Blogging mission objective, you can adjust your blogging initiative to attract the right audience and have a clearer view of the results needed to support your business goals.
If you’re looking to kick start the success of your blog – value, volume, and visibility will be your main drivers for getting found as quickly as possible, but that raises a whole series of questions.
- How do I provide value? Start addressing the challenges your ideal customers are facing. Sounds easy, right? Actually, many larger brands use their blog as a method for redirecting their print ads over to on-line. Make sure you Don’t do this! – Write down every single question your customers are asking, and answer every one of them in the form of a blog post. Better to be a reliant resource of valuable information. Not a self-serving – I love me and the widgets I sell – its a waste of time.
- How do I get volume? Write something every day. Got some spare time at work? There’s nothing more valuable you could do with that time than to create more valuable content, the more you have, the quicker you’ll see results. You can’t speed this process up!
- How do we gain visibility? Develop a strong social media presence and focus on syndicating your content to each social media platform that makes sense for your company. In short, if you’re sharing a blog post over three different social media platforms, you should craft three differing messages.
Are you surprised I didn’t bleat on about the importance of search engines and optimising keywords? While I would never minimise the importance of user search, instead, I optimise for the human in the Construction and Facilities arena. More specifically, this means I use what I learn from our target audience to dictate the keywords I use.
I’ve included a graph below from Bloggers at Hubspot highlighting a year in their life relying on this practice:
A 583% increase in organic traffic in one year, simply by understanding the questions the audience was asking and optimising each post accordingly. It should also be noted that during this time, blog posts were published daily.
As you can see, there’s a direct correlation between volume produced and the visibility. While keyword optimisation – both human and search – is important, it’s equally as important to publish something of value as often as possible. Each post offers a new opportunity to gain ongoing traffic over time. While the graph above shows a continual increase over the first five months, notice the tipping point occurred around month six.
We can go on forever about quality and consistency in relation to getting results, but if we don’t understand the mechanics of actually getting found, your efforts would still seem fruitless at the outset.
You’ve heard this before and so you don’t go potty, I’d suggest pasting it to your screen: Don’t expect overnight success. If you’ve just started blogging for your business, chances are the domain for your blog is brand new. Search algorithms like Google’s often value older domains with a reputation, so it’s a good rule of thumb to allow around six months to really start gaining traction from search engines.
So if you’re new to blogging, give it time.
One of the common problems with bloggers in the Facilities arena is their impatience. The world needs to see your post, right? After all, you view yourself as a thought leader with years of experience in the industry. Why shouldn’t you expect an influx of visitors immediately after hitting publish?
Well… because it doesn’t work that way. According to Google, crawling and indexing your site pages – of which your blog posts are considered – can “take some time and rely on many factors.”
Each individual blog post is a new page to be indexed/spidered by Google. This is both a blessing and a curse for those undertaking blogging. A blessing in that it greatly increases your probability for getting found over time, and a curse because you’re checking the first page of search results waiting for your article to appear high up on the internet.
The Six Month Rule
Personal trainers are known to tell their clients to weigh-in on a weekly basis rather than every day, as otherwise i’ts deflating to the overall cause.
The same could be said for blogging. Don’t worry about traffic at the beginning. Focus on creating valuable new fresh content consistently, and if you’ve done your research and have a clear understanding of your audience, trust that they’ll find you.
As volume from the search engines peaks around the six month mark, you’ll begin noticing that your older posts are contributing significantly to your overall traffic. It’s around this time you’ll start seeing incremental spikes in traffic, blog subscribers, and most importantly, blogging morale.
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