Why you mustn’t be caught promoting in blog posts

Your business blog is the perfect place showcase your expertise and to provide useful content for your potential customers. Your sales page is the perfect place to promote your products and/or services. Don’t confuse the two.

Here are the two reasons why I strongly recommend you don’t use your blog posts to promote your products and/or services and what you can do instead.

You don’t really come across as an expert when all you’re trying to do is sell. Your business blog is the place to provide information, hints, tips and advice. This is the place where you build trust, where people get to know what you do, why and how you do it. Trust is needed when you want people to buy from you. If all you’re trying to do is sell in this space, you might lose that trust quite quickly.

Promotions are usually temporary. You might have a special offer that only runs for a certain time. You might have a seasonal sale. What are you going to do with a blog post that promotes such an event? Delete it? This means you have to remember to redirect people from the URL (web address) that no longer exists to some other page, otherwise your website will send them to an error page (usually a 404 page). Google and Co do not look favourably on websites with a lot of missing pages that get redirected to a 404 page.

What can you do instead of promoting in blog posts?

  • If you do have regular promotions it might be worth creating a promotions page that you can send people to. This could be one of your calls to action if it is appropriate to the content of your article.
  • Send people to your products/services page if your blog post talks about that particular product or service. This could be “To find out more about product X, please click here” or similar.
  • Use some of your social media posts to promote (only about 20% though). The majority of social media should also be used to build those relationships and provide useful content.

Over to you

What is your opinion about selling and promoting in blog posts? Let me know in the comments.

This is only one of the many strategies I teach when working with my blogging clients.
If you want to learn more about what I do, please click here.
Categories: Blog and Blogging.
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