Two common online mistakes that businesses make on free content opportunities for businesses.

common online mistakes

Mistake 1. Expecting a blog to miraculously drive traffic to your site – and to create sales conversions – just because you created one. Don’t get me wrong: Blogs can and should do this for your business, but it doesn’t happen magically. To achieve this relevant traffic, your posts should address who you are as a business and who your audience is that you are trying to reach, or to sell to.

You should effectively communicate to this audience in specific ways. First, focus on what you can offer the community that people want and can benefit from. If you effectively communicate what makes you special as a business and what you can offer, you will create relevant content that has value.

Next, focus on whom you want to reach – in other words, your ideal customer – and make sure you understand this buyer’s needs and wants. Develop content that these ideal customers can engage with, learn from, and use to solve their problems.

Finally, do this in a fun and engaging way. Get away from big chunks of text; instead, add videos, images and/or audio.

Give your blog entries personality. If you connect with your ideal customers in consistent, unprecedented ways, you will see your blog traffic and activity grow.

Mistake 2. Thinking social media are not effective. Facebook, Twitter, Pinterest and Instagram can use up a lot of time, and without positive results, if you don’t have a strategy. Your social-media efforts must be strategic and intelligent to be effective.

First, identify the specific goals of your business. Your strategy should look very different if you are focusing on brand awareness as compared to, say, growing your e-mail database. Next – based on your ideal customer – identify which social channels will be most effective and the best use of your time. Focus on connecting to these people on the social-media channels that they most often engage with.

If you don’t know where your customers are engaging, ask them! Use these channels to listen and to interact, instead of broadcasting your message. These channels are excellent places to find out what people care about and what truly gets them excited about your product or service.

Finally, measure your channels and have goals. At a minimum, measure your Web traffic, Google Analytics and Facebook Insight.

written by: Courtney Ricks