Blogs are an amazing online marketing and communication tool….if done correctly!
Business blog failure is completely avoidable and foreseeable. Time and time again though, business owners invest resources into a blog and are disappointed when they do not see the results they anticipated.
Here is a list of the top 10 reasons business blogs fail and how to avoid making these mistakes.
1. Putting the Horse Before the Cart
Blogs have received a ton of hype lately. They have a long list of benefits to offer business such as: an inexpensive web presence, high search results, a format to dialogue with your customers, PR, brand positioning, targeted traffic and ease of manageability.
For more information on the benefits of business blogs, read 7 Ways a Blog will Help Your Business
A business owner starts a blog. A few weeks later you hear, “I have a blog, but where is all the traffic? What do I do now?”
The fact is, blogs are just like any other business tool. They require a well thought out plan that fits in with your other on and off line business strategies and tactics before they are created.
Solution:
Create well-defined objectives of what you want your blog to achieve and the strategies you will enact to reach your goals. The most effective way to do this? Work with or hire someone that knows the game and how to win the blog game with a successful strategy.
2. No Strategic Keyword Research
Keyword research is at the heart of an online marketing strategy and is one of the primary reasons for online success or failure. Keywords determine everything from the amount of traffic, the quality of your visitors and visibility to your prospective customers.
Solution:
Take a few hours (at minimum) and conduct a thorough keyword analysis. This research will become your game plane for future strategic decisions and help guide you in writing blog posts in line with your objectives.
If you are not sure how to go about researching keywords and analyzing the results, hire someone that does.
3. Impulsive Domain Name Purchase
The domain name you purchase and build your blog on is one of your most important decisions. It is the foundation of your search engine ranking and potential traffic. If you have not conducted complete keyword analysis and research, it is almost a guarantee that you are building your blog on quicksand.
Here is the key question to ask: Why did you choose your domain name?
If you answer is along the lines of, “I don’t know,” “it was available,” “it sounds good”, “I really like it” or “it’s my name” be aware that you might be shooting yourself in the foot.
On the other hand, if your answer is, “it contains our primary keyword” or “after reviewing the keyword research, I am confident this domain will attract the online visitors I am targeting,” congratulations – you are on your way to online success and reaping all the rewards a business blog offers.
Solution:
Take a few hours (at minimum) and conduct a thorough keyword analysis and understand the report. When you can understand the numbers behind your keywords, you will be able to answer the question,” Why did you choose your domain name?” with confidence that come with knowledge and understanding.
4. Unrealistic Expectations
I’ll be upfront with you – blogs require work. Thinking that you will start a blog, write a few posts and all your online dreams will come true is unrealistic. Blogs are not a silver bullet for high ranking and converting customers.
For a blog to be successful you must write and post quality content consistently. You have to engage and respond to your readers to build the loyalty and brand following a blog can award you.
Solution:
Create a long term “blog plan” that outlines your goals, tactics and strategies and the metrics to determine their success. Then the hard part – stick to and execute your plan.
5. Lack of Consistent Posts
By definition, a blog requires you make new posts consistently. It is important you have a list of resources and ideas to reference when you are faced with writers block.
Solution:
Create a schedule of how often and when you are going to post. For instance Mondays, Wednesdays and Fridays. Within your schedule, determine what kind of posts you will write. This could be original content, reviews of resources, guest blog posts, videos or a top 10 list. Your keyword research report is a great resource for hundreds of blog article ideas.
Important
The best plan in the world does not mean anything if it is not executed. Find someone you can be accountable to to make sure you are posting on a regular basis.
6. Poor Quality Content
Not everyone is blessed with superb writing abilities, but the success or failure of a blog is determined by what you write, how the search engines rank it and how your visitors respond. A useful blog adds personality to keyword rich posts to standout from the crowd and actively engage their community.
#1 Solution:
Commit to writing compelling and engaging posts hat are in alignment with your keyword research findings. But if writing isn’t your cup of tea….
#2 Solution:
Hire a professional copywriter to write compelling and engaging posts that are in alignment with your keyword research findings and online personality.
7. Not Actively Pursuing Targeted Traffic Sources
If you think search engines are the only way you will get blog traffic you are mistaken. Search engines can provide a majority of your traffic but there are many ways you can actively increase your traffic and search out the kind of targeted visitors you want.
Solution:
Commit to pursuing different traffic generating methods. These could include guest blogging, email marketing, viral marketing, incentives, article marketing, comments on other blogs, adding value to forum discussions and Google AdWords.
8. Not Tracking, Analyzing or Understanding Your Statistics
The beauty of online marketing is the wealth of information and statistics about your visitors. In fact, no other marketing method offers such accurate information. If you do not track your statistics, know how much traffic you are getting, where your traffic is coming from, and what people are doing once they get to your blog, you are foregoing valuable information to tweak your online strategy for success.
Solution:
Track every page on your blog for key metrics of success. The best way to do this is with Google Analytics (and it is free!) Once you have tracking measures in place, consistently review your numbers to identify trends, capitalize on successful online marketing tactics and stop doing what is not working.
9. Avoiding Feedback from Your Blog’s Visitors
Comments and trackbacks are some of the benefits of a blog and one of the main differences that sets them apart from websites. Some business owners fear what customers will say and the time it takes to reply to comments. If you do not offer the ability for readers to comment, why are you blogging? Don’t you want to build relationships with your customers and potential customers?
Solution:
Allow comments and trackbacks. This is obvious. If you are nervous about negative feedback and bad PR, you can set up your comments to be moderated. This means a comment does not post to your blog unless you approve it. You also can include a check box that allows visitors to receive email notification when a reply is posted – be it from you or another visitor.
10. Do It Yourself Syndrome
Blogs are free and easy to setup. But considering the number of failed blogs and disappointed bloggers, there is a huge difference between setting up a blog and running a successful one.
Just like any other business specialty, certain skill sets and knowledge are required. Question? Would you allow someone with no training to drive your car? Of course not! You know they lack the skill set and experience to maneuver and arrive safely at a destination. Blogging is the same way. Equip yourself with the tools and instruction so you can reach your online goals.
Solution:
Hire someone that knows what they are doing and can you how to be successful.
If this article has been eye opening to you, consider working with How to Blog Consulting. Start the process by requesting a free one-on-one consultation.
To Your Blogging Success!
Katie
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In my opinion, “2. No Strategic Keyword Research” is the most useful of the Top 10 reasons as to why business blogs fail. As an individual searching business blogs, I mostly use keywording to find what I am looking for. The business blogs with well researched keywords that best fit what I am looking for, are the business blogs that get my attention and my visibility.
I couldn’t agree with you more Emily! Keyword Research is the foundation of a solid internet maketing plan.
We all want people to visit our blogs read our posts and leave good comments. Don’t we? However, not all Bloggers are alike. Everyone will take different paths to their our success.
Great point Peter. Some bloggers blog for the sake of letting their thought be know and would careless if anyone ever read them (I have a client that is in that boat) – that is what so fun about blogging – YOU get to determine if it is a success or not.