Traffic dips when I stop posting
The reason for this downtime isn’t just an experiment. Unfortunately (or fortunately!), I’ve been too busy with client work and travelling the last few days too get a post out.
Whenever this happens, which is pretty rare, I always get a bit stressed out.
Now whilst this graphic shows a slight downturn in traffic over the week I’ve had to prioritize with other thing, I’m not worried.
Here’s why I’m not concerned.
What are you blogging about?
If you’re new to blogging or struggling to see any return of investment from your best blogging efforts, you might need to (re)focus your approach.
Here’s what I think you should be blogging about.
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Let’s face it. It’s only geeks like us who enjoy digging around a content management system like WordPress, adding links, optimizing a page for search engines and creating custom widgets.
We don’t mind updating plugins or tweaking a bit of custom code to add drop capitals to blog posts and help increase the readibility of your site.
Chances are that you loathe or fear fidding with your WordPress if you run a bricks and mortar business, a consulting business or just about any other kind of business that doesn’t involve the web.
So here’s what you should do.
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If you’ve drunk the online marketing kool-aid and started a blog to build your online presence for your business but not got the results you’ve been expecting, it might be time to really think about how you can really make your blog stand out.
I’m not talking about some wacky blog design or garish use of colors; I’m talking about outstanding content that’s tailored to your particular target audience.
Our lives are busy and when we go online to find a solution to an issue that’s bugging us, a service we need or advice, we don’t want to wade through dross. We want a quality answer, advice or help. There’s so much information out there it’s almost impossible to filter everything out.
Think of your blog as a filter; a filter that gives your target audience exactly what they’re looking for.
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If you aren’t sure about the value of online marketing (sometimes referred to as inbound marketing) you definitely need to check out the latest HubSpot study: The State of Inbound Marketing 2012.
It’s definitely worth reading even if you’re unsure about the value of online marketing to a small business like yours.
The report is based on a survey conducted in January 2012 of 972 marketing professionals. The study includes data and insights about marketers’ costs, budgets, lead quality, and priorities.
In spite of the apparent decline in INC 500 companies business blogging, I’m a firm believer in blogging. This week alone I’ve picked up two new clients who found us via this blog. Yay!
To put it another way, I can’t recommend a blog enough, especially if you’re a consultant or a small business offering services rather than products.
