Small Business (SMB) – Why Blog?

Blogging helps bring customers, and potential clients onto your company website. Blog posts can also help visitors to specific landing pages (A landing page is a page on your site that is designed to convert visitors into leads). This additional and internal linking traffic will help brand awareness, increase sales & leads, and Google rankings.

Blogs are the new PR world order, a blog can become a destination, aggregate of knowledge and expertise that helps customers, clients (or investors) make decisions while also building relationships. Relationships are THE name of the game.

How many blogs per week? To boost organic traffic (from search engines, for example), you should publish 3 to 4 brand new posts per week, each of them fully optimized for search engines (HubSpot). For a specific industry like financial advisors, blogs are a great way to market your Company’s compliant content. Content shows up in Google Search and helps drive visitors back to your website.

Publishing a blog post really depends on the platform, demographic, and region. There is no blanket “best time” to publish. Ideally, should be published when your target demographic is getting home from work and they start checking their favorite websites as well as checking in on Facebook and Twitter.

How Blogs Play a Role in Promoting Your Service or Products

I woke up this morning thinking about my blog and how important blogs play a role in the “PR”. I have friends and colleagues that “think” blogs are a waste of time (offer little or no value). Blogs are the new PR world order, a blog can become a destination, aggregate of knowledge and expertise that helps customers, clients (or investors) make decisions while also building relationships. Relationships are THE name of the game.

Blogging also helps bring customers and relationships back to your company site and also helps point them to specific landing pages. This additional and internal linking traffic will help brand awareness, sales & leads, and Google rankings.

How many blogs per week? To boost organic traffic (from search engines, for example), you should publish 3 to 4 brand new posts per week, each of them fully optimized for search engines (HubSpot). For a specific industry like financial advisors, blogs are a great way to market your Company’s compliant content. Content shows up in Google Search and helps drive visitors back to your website.

You can also post Advisor compliant blog content across social media platforms that will also drive prospective clients (visitors) back to the website and fill out a “contact form” that will turn into a quality lead.

Publishing a blog post really depends on the platform, demographic, and region. There is no blanket “best time” to publish. Ideally, should be published when your target demographic is getting home from work and they start checking their favorite websites as well as checking in on Facebook and Twitter.

Need blog traffic? Just write good compelling content. It’s that easy. Content Marketing goals really depends on your overall business challenges. If your website has lack of visitors, then Content creation should center around getting website visitor traffic (“clicks” and “time on site”). If your product lacks branding or “awareness,” content marketing should center creating high-quality content that speaks to your target audience’s pain points will position you and your company as a helpful, knowledgeable subject matter expert. Other goals we can drill down to include: Revenue, Lead Generation, Trust, SEO, Target Audience, Returning Visitors, Customer loyalty, Website Bounce Rate…the list can go on and on depending on what stage your business or service is currently at.

Other techniques to get your blog up and pumping traffic include: Links to other blogs, Link Building, buy PPC ads that link to company blog, submit blog sitemaps, post blog content on social media platforms, or write guest articles for popular websites which allows you to tap their brand equity, user trust, and traffic stream back to website. So many ways.

Financial Advisors: 6 critical metrics to measure business blog performance in 2021

  1. Measure Visitors. Traffic measures the number of people who visit your blog.
  2. Measure Leads. Measuring “leads” can be as easy as a vistor filling out a contact form. Set up a goal in Google Analytics. Goals in Google Analytics measure actions you want visitors to take after reading one of your blog posts. That might be signing up for your newsletter, or filling out a content form. Looking at how many people subscribe to your blog or newsletter provides a solid indicator of the quality of your content.
  3. Measure Social Media Shares, retweets, likes or clicks. Social media can be a key driver of short-term traffic. Keeping an eye on your social analytics can help you understand spikes in your shares and the impact of your shared blog content on your overall engagement rate.
  4. Average length of stay. The average length of stay on the blog post’s web page is a metric that gives you an indication of how compelling your blogging is to the reader.
  5. Page views per visit. Page views per visit is a metric that quantifies your success at encouraging multiple interactions.
  6. Inbound links. You need to get well respected, “authoritative” domains linking to your content. More inbound links occur when another website links back to your site. Inbound links is an indicator that your site has high-quality content, making these links one of the most important elements in search engine optimization (SEO).

Drive Website Traffic Home with Content

Picture of wordpress post

My best advice for new website owners: Just write!

It doesn’t matter how much content. Long form or short micro form (1-3 quick sentences and a great image to go along with the article). Complete your thought process before publishing. Don’t over stuff it with keywords and spam. Just write good, quality, sticky content. Write ideas down on paper & pad when creativity  and new ideas hit you. You can always go back to the content you wrote down on paper and flesh them out when creating a blog post.

Content is king, especially when first starting out. Don’t get overwhelmed by all the SEO tricks and page optimization guidelines. Fresh content increases search engine rankings (SERPs) and traffic as well as getting quality links from other sites. If there’s not enough relevant content for your brand or business, it pretty much defeats the purpose of having a website in the first place.

Write the content first, grab a solid image that will go around the content theme. Once its up in “draft” mode and completed, pick the SEO low hanging fruit and edit:

    • Add a few keywords that sum up your article theme and target audience. Don’t spam keywords.
    • Make sure your images are catchy, contextual, and load fast.
    • Add basic Meta tags like Title Tag, and Meta Description Tag. You can go back and add more fine tune the other type of tags such as Meta Keywords Attribute, rel=”canonical” Link Tag, etc., when you get time.

The basic purpose is to create content and try to post at least 2-3 times per week. Keep iterating. Keep in mind that as you build this habit, the more easier it becomes as well as the quality of the article post. Once a new article post is published, make sure to “share” on on social media platforms like Twitter, Facebook, and LinkedIn.

The Best Time To Publish a Blog Post in 2021

Publishing a blog post really depends on the platform, demographic, and region. There is no blanket “best time” to publish. Ideally, should be published when your target demographic is getting home from work and they start checking their favorite websites as well as checking in on Facebook and Twitter.

Alternatively, another good time to post a blog article and share it on social media is at noon. Visitors will start to creep in and view the post while at lunch when they have free time.

Tuesday is a good day to publish a blog post for social shares (according to OkDork and BuzzSumo). Some quick Twitter and Facebook worst days/times to share your blog article:

  • Twitter. Friday after 3PM and any day of the week after 8 PM and before 8AM. Weekends are the worst days to post.
  • Facebook. Weekends are the worst days to post.

How many blogs per week? To boost organic traffic (from search engines, for example), you should publish 3 to 4 brand new posts per week, each of them fully optimized for search engines (HubSpot).

I encourage everyone to look at the metrics once you get into a posting groove. If one time slot is not getting high click rates, change the posting time a bit until you find that “sweet” spot. Also, if you are located in the time Pacific time zone, and your customers of potential clients are in the Eastern time zone, be aware when scheduling. Always post for your ideal demographic time zone!