Let’s talk about engagement.

Not that kind of engagement! I mean something much simpler than dropping to one knee and laying it all on the line.

I mean blogging for business. In this digital world, engaging with your customers via pixels and platforms is vital, something a successful business owner cannot afford to ignore.

The various methods of leveraging social media to increase that engagement are not only vast in number but turn on a dime with regard to relevance.

Blogging is nearly immune to that, having been around for more than a decade. It’s no longer a page with flashing images and music where we talk about what we had for dinner last night.

Blogs have evolved into something the savvy business can use to full advantage. At the heart of it, it’s all about engagement.

Most businesses in 2017 have an online presence with a website and accounts with a couple social media platforms, such as Facebook, Twitter, or Pinterest to name a few. Those sites are intended to get people clicking through to your website. By funneling people to your website, you have essentially invited them into your business’s lounge.

“The more compelling you are the more people will directly access your site. The more engaged they feel, rather than just being talked at, the more frequently they will return. The more they return, the more likely they are to pick up what you’re laying down.”

Now that you have visitors on your website, what are you going to do with them?

Going straight for the sales pitch is a quick way to hear their footfalls echo on your sparkling clean tile floor as they walk right back out of your space. You have 0-8 seconds to capture the site visitor’s interest before they leave. In a world where we are inundated with ads, ads, and more ads, we’re all inured to the loud, blinking, shouty-capped DON’T MISS THIS GREAT OFFER spiel.

Don’t be the guy with the internet equivalent of the dancing Statue of Liberty waving a Sale: Today Only! sign around.

Eye catching? Sure.

Classy and likely to engage your target consumer? Not a chance.

Remember: your company is full of human beings.

With a company full of interesting personalities with plenty of experience in your field, having a blog to showcase that expertise will give your consumers more of what they want when they want it. Lengthier content will then become a bonus, not a hindrance.

The more compelling you are, the more people will directly access your site. The more engaged they feel, rather than just being talked at, the more frequently they will return. The more they return, the more likely they are to pick up what you’re laying down.

And yes, while content is king, there are a few technicalities that help your business blog be successful, aside from the whole employees are people, not robots thing. Technicalities such as SEO (search engine optimization) and content upgrades.

Tech things to consider for your blog:

If people cannot find your blog in a search engine, they won’t ever click on it.

Competition for attention is fierce, and seconds count. If you’re not on the front page of the search most relevant to your business, you’re the town that got bypassed when they put in that snazzy new Interstate, missing out on hundreds of customers who stop at your business because you’re the easiest, most relevant one to visit.

Before, a bunch of tags crammed on the backend of your site would get you on page one in relevant searches, but Google got smart. Their algorithms are savvy enough now to ensure only content rich, shareable pages reach those coveted page one slots. Smart SEO is not only optimal, it’s necessary. The more engaged (and thereby sharing) your audience, the more relevant your content.

What’s another way to widen your SEO reach? Landing pages.

The more landing pages you have, with opportunities for an array of relevant keywords and natural sounding language to avoid the search bots, the better. Landing pages lead to an increase in sales conversions—it’s a fact. A blog is a unique opportunity to increase the number of indexed pages on your site, and each page is an opportunity for you to snag your reader’s attention. The greater number of blog posts, the more rich and diverse content you have at your disposal to interest your customers, then the better your chances of hitting the right nerve for an audience that isn’t one-size-fits-all.

Content upgrades are another way to engage with your readership.

Give them well-thought-out bonus material on a frequent basis and they will keep coming back. This could be as simple as a downloadable PDF of a list of tools and resources relevant for your industry. It could be additional related content to what you’re already writing. If you have podcasts, offer transcripts for those who don’t or can’t listen to the show right then, like if they’re in an open office environment, but would happily read what was talked about. These something-for-nothing upgrades to your content are a way to show your consumers you care about what they want, and are willing to deliver it.

These tactics will increase blog traffic, convert visitors from your blog to your products or services, and boost your sales because you’re accessible, consumer friendly, and most of all, not impersonal.

It’s the human touch that make people passionate supporters of those with whom they do business.