Blog Posts: Make Them Approachable

Having an active blog on your website can create some definite advantages for your business.  It helps with your search rankings and can demonstrate the expertise inside of your organization.  But it can also attract readers to your website.

When you promote your posts through social media or when they are found through search, your blog becomes the first impression your business makes on that potential customer.  For that reason, you want it to be a good one.

Think of Your Blog as a First Date

On this week’s podcast episode of Online Marketing Guys, co-hosts Bob Turner and Jason Goff discuss how you should make your blog approachable, and view it as a first date with your potential customer.

Think of it this way: You’ve attracted the reader to click through to your site and begin reading.  As they do, you want to intrigue them so that they will want to learn more, just as you would want to do on a first date.  In that situation, you need to be approachable.  So does your blog content if you want to attract new customers.

Making Your Blog Approachable

Here are a few tips on how to do that:

  1. Keep your blog posts as light and as conversational as you can. Consider writing sentences that have only one idea in them. That way, your blog posts will be easier to read and more easily digested.
  2. Use dedicated web pages for technical descriptions of your products or services and make sure they have descriptive page titles so that information can be easily found.
  3. Avoid industry jargon when possible. Just as if you were on a first date, you don’t want to tell that person everything about yourself. Let readers know a little bit about your business then let them dig deeper with easy to find web pages.

You don’t know who will be reading your blog, either, which is another reason to keep it approachable.  It might not be a person with the technical knowledge that you believe your target reader has.  Instead, it could be a buyer or an administrative assistant.

For that reason, keeping your blog conversational while also having web pages that provide deeper content, means that your website has a better chance to intrigue readers and create customers.  That’s the same as trying to get a second date.

Listen to this podcast episode below.

Online Marketing Guys is a production of Social Flair Marketing and JasonGoff.com.


Bob Turner is an online marketing consultant with Social Flair Marketing in Cincinnati, Ohio.

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