This is a guest post by Kristi Hines, social media and blogging enthusiast, on the benefits of business blogging, best practices when starting out a business blog, and ways to find topic ideas for your industry with some examples.
When I first began blogging almost ten years ago, blogs were used almost solely for personal diaries and online journals meant to be shared with only friends and family, or kept private. Within the first two years, however, blogging as a source of income started to rear its head with affiliate programs being pitched to the most known personal blogs. Fast forward to today, and blogs are not only used for individual gain but also for businesses.
Benefits of Blogging for Business
Business and corporate blogs can be valuable assets to a company’s website, creating a strong platform for their content marketing. They can help a business:
- Build their brand identity and positively manage their online reputation by putting positive content linked to their name out on the web.
- Help them go beyond simply offering products or services to gaining credibility by becoming experts in their industry.
- Allow them to build a stronger relationship and community with their customers, potential clients, and even others in their industry through blog comments and social sharing of new information.
- Give their site fresh new content, inviting visitors and search engines to return to their site again and again, boosting overall traffic.
- Get them ranked for long tail keyword search terms and phrases.
These are the main benefits of business blogging. Now, let’s look at how to make a business blog successful.
Questions to Ask When Getting Started
Probably the most important benefit is, if a business blog is done right, blog posts can lead to conversions and sales. What are the main things to keep in mind when starting or maintaining a business blog?
Who is Your Audience?
B2B businesses will want to write posts targeted towards businesses who are in need of their products and services, whereas B2C businesses will want to write posts geared toward their targeted customer demographic.
When corporate bloggers are coming up with post ideas, it is essential to put themselves in their targeted reader’s shoes and ask themselves:
- What would I want to learn about this business and industry?
- What hook would make me want to subscribe?
- What topic would make me want to comment?
- What kind of post wold make me want to inquire about products or services from this company?
Asking yourself these questions will help you determine just the kind of writing that you need to do to get a good response from your future blog community.
What Do My Competitors Do?
Business bloggers should do a bit of competitor research (just like you would do for link building) for similar businesses that also have a corporate blog, and look at how well it goes over with their audience.
- Do they get a lot of comments?
- Do the posts do well in search?
- Do the posts get a lot of social shares? A quick way to check is by installing the Topsy bookmarklet or Delicious Bookmark history bookmarklet (all the way at the bottom of the page) to your browser and seeing how many tweets and bookmarks the posts’ acquire.
- What elements of the posts and blog do I like? What elements do I dislike?
This kind of “competitor research” will help you more easily determine what results you want to get from your blog as well as what will help you get your results.
Blogging Best Practices
Whether you are blogging for personal or business purposes, there are some basic best blogging practices that you should always keep in mind.
- Make each post easy to share and more socialble by using social sharing buttons and comment plugins to encourage more interaction.
- Write like you are talking to your audience – business blogging should be professional, but is also less formal than press releases and article marketing.
- Don’t think of your blog (or social networking) as just an advertising platform. Blog readers like information, how-to’s, and, once you have built their trust, occasional recommedations. If they feel like they’re being pushed to buy something in every post, they will likely not come around again.
- Link out to other sites that are informational as well. Remember your goal is to create a valuable resources for your readers. Seeing you share quality information will make them trust you even more.
Business Blog Topics
Probably one of the biggest hold-ups in a business creating a blog is what to write about, especially if the business is in a very tight niche.
Finding Inspiration
If you have answered the above “Who is Your Audience?” questions, then you will have a general idea of what topics will interest your potential readers. Other ways to generate ideas include:
- Using Twitter and HootSuite (or other Twitter management tools) for monitoring influential twitterers in your industry and what is being discussed by the general public about it.
- Does your business have a support department or help desk? What questions are commonly asked by your clients or potential customers? These might be good topics to answer on your blog.
- Cover your views on current events and other hot topics in your industry by following major blogs on specific niches using major news networks and sites like Alltop, Technorati, or PostRank.
You might think that some subjects have been covered over and over again and can be found pretty much all over the internet, but what you want to realize is that, when someone is on your site, you want them to be able to find as much useful information possible about your industry on your site without having to go elsewhere (and possibly end up on a competitor’s blog instead).
Specific Examples
Using some of the sponsors of the recent blogging contest by Famous Bloggers (another great resource on how to blog) and The ComLuv Network (home of one of the most comment generating plugins for WordPress), we’ll look at some businesses that do not yet have blogs, and some topics they could be talking about.
Claims.com
Claims.com, the accidents at work specialists, handles personal injury, traffic accidents, and work-related injury claims. There are ton of great topic ideas I can see just from perusing a few pages into their website, including:
- Top 5 Most Common Workplace Accidents – What they are, and how much they generally cost if you are not insured.
- What is Sofa Rash? – What is it, how can it develop, and what you can do to prevent it.
- Whiplash – Where Can it Happen – Whiplash does not just happen when you are in a car wreck. Find out common ways someone can get whiplash, what the symptoms are, and what kind of treatment will be necessary to correct it.
Local Proud
Local Proud is a discount card program that helps you start your own business that will not only help vitalize the local economy, but also promotes going green (and can lead to additional promotional items for local search engine marketing). Some great blog posts for this site include:
- Why Go Local? – A look at the struggles of local businesses, and why it is more important than ever to support small businesses in your community.
- How Does Local Proud Help the Environment? – Describe how this program helps a community be more green by keeping things closer to home and not requiring printed out coupons. (Great link bait to possibly get on environmental blogs.)
- Case Studies – Go beyond a short testimonial and get a business owner to describe their experience with this kind of business, as well as how it has helped them boost local businesses and help the environment.
Online Recruiters Directory
The Online Recruiters Directory is an executive search firm that allows job seekers to connect with those seeking executive talent. This site actually has a small database of articles for jobseekers that could easily be turned into a blog for more interaction and traffic. Some other topic ideas include…
- What Do You Need to Get a 100k Job? – A look at the top earners in the most popular 100k+ careers and what they have in terms of college education, certifications, and experience.
- Top 100k Jobs for 2010 – A list of the most popular 100k jobs available this year.
- You’re Hired – Now What? – What to expect on your first days at a new job for career changers, from those who have transitioned from one field to another. (Could be a great interview series for those who successfully found a job through this service.)
ANS Gear
ANS Gear carries a huge line of paintball guns & gear at discounted prices. Coming from the perspective of someone who has never been involved in paintball, but has heard some very interesting stories, a few topics that would get me interested include:
- Paintball 101 – What essential equipment do you need to get started.
- Best Places to Compete – What are the top rated places to play in major metropolitan areas.
- Top 5 Common Paintball Injuries – What they are, how to avoid them (ie. protective gear), and if avoidance isn’t possible, how to treat them.
Now Relevant
NowRelevant.com is the best new search engine, an alternative to the major search engines for finding relevant niche information. Some interesting things to know about this search engine would be:
- What Makes Now Relevant Different? – Expand upon the information in the about us page and show some examples of search results for Now Relevant compared to the other major engines.
- PPC 101 – How does it work, and why advertisers should choose Now Relevant’s pay per click program over Adwords or others.
- Comprehensive Guide to Using Now Relevant – Cover everything from advanced search operators to where Now Relevant pulls its information from (blogs, social networks, etc.).
Your Thoughts on Business Blogging
Do you have a favorite business blog that others should follow the example of? What are your likes and dislikes about corporate blogs? If you have a business and have a blog, what positive results have you seen? If you are a business that doesn’t have a blog, what is stopping you?
Kristi is the author of Kikolani, a blog which provides blogging tips for successful personal and business bloggers alike, and an Internet Marketing Specialist providing link building services.
This post supports the some of the sponsors of the Famous Bloggers and ComLuv blogging contest. Please visit Kristi’s entry for powerful tips on how to promote your articles for more traffic, link value, and earnings.
Kristi
Latest posts by Kristi (see all)
- Using LinkedIn for Contact Management - June 14, 2011
- Proper Ways Your Business Can Use Social Media Channels - August 5, 2010
- Business Blogging – Benefits, Best Practices, and Blog Topics - July 28, 2010
Thanks for greating this great content about such nisched and detailed information about blogging for business.
A business canāt become sucessful without proper marketing with social medias such as blogs. I support your best practices they’re built on logic š
Blogging for your business is AWESOME, but it might prove to be difficult to find a decent topic to write about. Me for example sell juwelry. I just cannot blog articles longer than 200 words for this topic.
Thank You for sharing such nice detailed information about Business Blogging. A business can’t become sucessful without proper marketing. As Information Technology is growing rapidly in these days, Internet marketing is the best way to do proper promotion of your product or company. Blogs are the best way to guide people about your product…
Great resource – I find a lot of small business owners are turned off at the thought of blogging because they think they have to do it daily. Lots of people don’t understand that a blog can be updated weekly or monthly – and that you can remove the dates from posts when the blog isn’t time sensitive.
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I was to an accidental blogger and though I did not do this full time it has given me an avenue to earn a bit and expand my little business online.Cheers to all the bloggers!
Content is always the king when blogging but writing a post that converts well is something that not everybody can do it. Your post here is right on spot, you laid everything regarding blogging the right way.
Blogging is such a great help for business in so many ways.
Able to promote your site, showcase your products and another thing that make blogging helpful is your ability to express your ideas. There are type of people who doesn’t like to talk about what they feel but if they do it through writing they can definitely say it well.
Somehow blogging becomes a therapy too.
I believe it really helps customers to connect with the business if they have a blog.
You are more likely to like a business which treats you like a human being, an important human being. Not just a potential client/number.
There are businesses that I would talk about with friends, tell people to check it out, because I feel personally connected with the business/brand.
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I know how powerful blogs are for search engines as well as building relationships, but it can be difficult to find the right tone for a business blog after you’ve been used to doing more personalized ones. I suppose encouraging feedback can help with this sort of thing as well. Excellent overview.
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Blogging might not make you money directly, unless you run ads on the blog (which is a bad idea anyway), but it can definitely lead to opportunities that will make you money in the long run. Blogging is a great way to prove that you “know your stuff” and can be considered a trusted resource of information. It takes time, but this often opens doors to new business relationships that wouldn’t have happened otherwise.
I must admit that these tip, are great. There are more benefits of blogging for own bussiness purpose, then anything else. This works in my country and I know a few others that do this. You can also combine this with social media. Thats great!
I hope to make more visitors via this and most important, more clients. I think its coming! š
The best thing about business blogging is that you build up a personal brand. People get to know you ā indirectly. Works awesome for me and my friends inside the bransch.
I think business blogging is great, atleast for us who work with the internet. I have made many clients through my blogposts. Its a great way to communicate with prospects and clients.
As newbie like me in blogging this is a great resource to follow and I’m glad to have found this here. Thanks a lot.
Blogging has gone a long way, from a personal online diary to promoting business online. The power of blogging helps businesses big and small gained more visibility. I like your post:)
Thanks for that post, itās really informative. Iāve recently become the blogger for a company and am trying to get my head round what I should be doing! So thanks for your good suggestion……..
When it comes to marketing, blogging paved the way for small business companies to compete against big business companies.
Very interesting and informative post. The comments are helpful as well. I am convinced that a blogger should focus on giving relevant and helpful information about the industry he or she belongs and the income will follow.
Thanks for the post.
I think a great point is to see what your competitor’s are doing on their business blogs and what topics are they getting a lot of customer input and comments about.
Hi growmap, now when I’m trying to post a new comment, it breaks. I get a blank page at . Am I doing anything wrong?
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Actually, as Prasenjit mentions, I tend to make about 2x more money from my websites on Thursdays and I get the most traffic on that day as well. However, don’t forget that was is Thursday for me is already Friday for half the world – and I get a lot of traffic from europe, asia, middle east…etc. But like I said, it really depends on your niche. For some sites it may be good to push lots of content friday-webnesday so when Thursday comes around your ‘core-users” have a lot of fresh new stuff to check out.
Great postyou have here, and lots of excellent comments to go along with it. Despite the fact there has been so much talk about blogging for businesses, it’s still the most under-utilized marketing tool in the world IMO…..but in terms of business blogs, you bring up a great point about NOT making the blog about the business.
The best thing about business blogging is that you build up a personal brand. People get to know you – indirectly. Works awesome.
I am trying to get into SEO for my Real Estate business. I would like to be able to pay people to get my web page hits higher but most companies that I call say they want 600 a month for first page on google. Do you have any ideas for seo from home?
Hi Brandon,
Quality SEO companies are generally very expensive – far more than $600 a month and any company that says they can guarantee you placement on the first page is either lying OR more likely planning to rank you for some obscure phrases no one actually ever searches on in the first place.
What you need is to know what the priorities are for your business and someone to point you in the right direction for what is worth spending money on and what isn’t. Read my post on Small Business Internet Marketing and make sure you pay the most attention to the part about Local Search Directories. Make those your first priority.
Then read How to Use CommentLuv to Grow Your Business.
IMPORTANT: If you read those and don’t know what to do or can not figure it out ask me for assistance. Instead of spending $600/mo. for SEO I can set up what you need and guide you in what to do yourself for either a one-time consulting fee or regular coaching.
growmap would love you to read ..Small Business Internet Marketing- Where to Start
Thank you for the response,
I paid that same company 90 a month to be in the add words account on Google they put me in the paid advertising for searches like real estate richland Washington, real estate kennewick Washington and real estate pasco WA, that seemed to work but I would rather have hits in the main body. I would be interested in buying a Manuel that teaches you how to move up with SEO. Their argument was that paying for Google maps and adds is a must then you can get into SEO.
Hi Brandon,
I do not know that particular company but I can tell you that expertise and the quality of work varies tremendously between companies involved in both AdWords management and SEO.
You do not have to pay to be in Google Maps or any of the other Local Search Directories but you wouldn’t know that by reading their sites as they make the paid options easy to find and hide the free ones.
It CAN be a good idea for businesses to pay someone who is highly skilled to obtain your local listings for you because targeting the best keywords and writing compelling descriptions can make a difference in your results.
What I recommend is using UBL to Submit to Local Search Directories, then verifying that your listings actually appear (sometimes there are technical or approval reasons they don’t so you want to make sure they do) and then optimizing the information in the Top Local Search Search Directories.
Also read my detailed information about Local Search Directories.
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Huge post! LOL! But yea, as you said we could get reputation and great customer support if we have business blogging sites comparatively than other blogging sites. With great quality stuffs and with relevant info one could have lucrative business deals ideally. Thanks for your info though!
What is with the reference to LUV in SEO Blog Searches? What does that mean and how do you find out if the blog you are on is a follow or do not follow blog?
Hi Brandon,
Bloggers who believe in being generous with their time and allowing businesses and other bloggers to get valuable links in their blogs often use these plugins related to LUV:
How to Use CommentLuv
How to Use KeywordLuv
The searches are very popular because links and especially dofollow links are valuable for making your Web site easier to find in the search engines. Being on the first page of Google for some keywords can mean $100s, $1000s or even tens of thousands of dollars in sales and that is why so many seek out DoFollow blogs to comment in.
My post about the Easiest Way to Verify DoFollow has free tools for checking links. You may also want to read my post about how proper use of anchor text increases the likelihood of any site being found in search engines.
growmap would love you to read ..Building Traffic Using Anchor Text
business blogging can be such a fantastic exercise. There is so much money available online now in blogging. IT can also be beneficial for those of us running a business who wish to spread word about our businesses.
I think blogs are best for business to build a brand identity. Then it allows your users to get fresh content and increase user interactivity.
Thanks for writing this up.
What are the best blog sites to post too? How do you use blogging to move up in a search engine? I have been told that you have to use a different e mail address for every blog?
Hi Brandon,
If you want to have a different Avatar display for each blog you have then you use a different email address for each blog (because that is what calls in the Avatar which is the small image you see next to many comments here and elsewhere).
The best blogs to comment in are the ones related to your own because their readers would be interested in your business or what you write about and you would be more likely to read their posts and leave quality comments.
Comments are NOT only for backlinks; they are to build relationships with others interested in what you are doing and to attract others back to your site. Be sure to read my post on How CommentLuv Grows Businesses and Blogs.
Thank you for the response,
I will read the link you included next. However, I have one last question. My business is being a Realtor, therefore no competition will visit your site and leave feedback. So it seems like most people are targeting the local market by talking about local events not related to Real estate. This get visitors but they are talking about subjects not related to the buisness. This seems harmful to your web page through a search engines perspective. What do you think about that?
Yes, Krisi. It’s as you are saying. Blogs are by no means used for the sole purpose of a personal diary use. These days blogs could act as a way of exprression by anyone – and especially businesses.
In fact. I think, the internet has never been so commercial, ever! It just doesn’t make sense for those businesses not currently in it, in not having a blog and getting major free business.
“The best time to release a blog post is supposed to be 7am on Tuesday mornings, and the worst time is on Fridays for getting the most traffic and social / comment reactions.”
This is quite interesting.I will probably test it out myself.Thanks for sharing your experience.
I love this phrase, “Write like you are talking to your audience ā business blogging should be professional, but is also less formal than press releases and article marketing” because I can relate well to this. I also compose article that will attract my readers interest and writing, as if they are in front of me was one of my rules.
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blogging can be an excellent way to Increase Website Traffic
I think that companies should invest more advertising on blogs. Because advertising on blogs can help companies better reach customers
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I’m agree that every business should have a blog, having a blog is not hard to manage and it will be a great benefice for their business: get news customers, communicate with them, ect.
Yes, we all agree that having a blog is a must for almost every business. You could get away with just a website but having a blog will really get you much closer to your clients.
over-delivered and worth reading! you have simply showcased your expertise here Kristi š and this is definitely worth sharing with others involved with this industry. The best thing that about including “blogs” in any type of business models is its potentials in expanding a company’s reach socially, plus the fact that it can affect the business’ marketing efforts, given that you are giving free education to your audience. It’s also a good way to establish yourself as an expert and in exposing what you can offer to both targeted audience and competitors for a possible partnership.
You have nice topic. I’m now making a database for my community as you see on my link. I wanted that this could be my source of income. Any help you wanted to share?
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A GREAT tutorial. Thanks for Posting. I have just resigned from my previous company. And I started a plan for freelancing or a home-based business blog. Your post just enlightened me.
It looks that you really know hat you are talking about. I admire your time of experience in Blogging and I’ve learned a lot from your article. I will always remember your advices. Thanks
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Assuming your business blog has it’s own domain, and not business.com/blog, should it match?
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I have seen both business blogs on separate domains and ones on the business site itself. Sometimes people establish the blog long before they establish the business, and decide to make them two entities. I think think so long as the branding shows through both sites when separated, the benefits should be just as good, with exception that, if your blog is on another domain, you don’t get the SEO benefits of the links to your blog posts also being on that domain.
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Not to mention if they are two separate entities it takes more time to promote both than it would if they were together under one domain. Which goes hand in hand with the SEO benefit you mentioned.
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Thanks, and cute gravatar pic!
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We primarily blog for business. I think the key issue when blogging for business is how astute the blogger is to the search engines. Essentially, blogging for business requires a fundamental knowledge of search behavior, and how to capture it in the title and relevant keyphrases in the article.
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Very true, yet I think many business bloggers don’t grasp that or take the time to correctly implement it. But I suppose that goes for the majority of bloggers in general, or web site creators for that matter.
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You’re right. I have seen a lot of blogs who use Thesis or have the SEO plugins that still don’t take advantage of the meta descriptions, which are essentially the 160 character sales pitch for each post when displayed in search results.
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My usual plan of attack is to write my post, then use the Google Keywords Adwords tool to see some popular keyword phrases that would fit with the article. That way I’m writing for my audience first, optimizing second.
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Hi Kristi,
just came across your comment on this post and thought awesome. i had not thought of that. My first blog I am writing is for previous customers and to build trust with new customers of my tour. I was writing articles purely for the audience but now I will look at this technique as well and see if it fits.
Blog is a powerful way for drive traffic also build quality link to our main product site. I noticed that the backlink we get from a relevant blog is more powerful that a link we get from link exchange.
Definitely! In content links are looked at as some of the most natural, so if you get a mention from an authority blog, it will carry more weight than link exchanges, which can commonly be recognized as sidebar / footer links.
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Thats right Kristi. I made a blog on blogspot and the theme was online shopping. I have been posting article on that blog for creating link to my online shopping client websites. I even not build any link for that blog, but google show the backlinks to each website that I create link from the blogspot blog. What I have learned that google much prefer on relevancy and backlink from blog.
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It makes sense, from the perspective that they like things that real people / visitors would like. From an algorithmic view, someone writing a blog post about something means they must really few strongly about it, vs. other kinds of links.
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Hi,
I agree. Blogs are now more powerful than ever. And corporations are and should use them to further increase their reach and visibility.
Kindest,
Nabeel
Yes… there’s some statistic out there that a certain percentage (pretty high) of your main website traffic will come from your corporate blog. That is proof enough that a blog is essential at driving in new visitors.
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great article about the advantages of blogging, how about time of the day person should blog to get most reactions.
Thanks! The best time to release a blog post is supposed to be 7am on Tuesday mornings, and the worst time is on Fridays for getting the most traffic and social / comment reactions.
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Is that based on scientific research, Kristi? Or it’s based on people behavior? If yes, i should try it, but i must convert it into my local time to. My country is GMT+7
It would be interesting to know other people behavior in blogging. Thanks, kristi š
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I’m guessing it was a study based on the popularity of articles published at that time – I’ve heard that at several seminars and read it on a ton of authority blogging sites. And I have noticed that things I post at that time do seem to do better throughout the week than items I post on other days.
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Nice one Kristi. And thanks for the round up š But i’ve got some concerns about that best publishing time. Because i’ve read that somewhere else and tried it, but not many people seem to react to posts published early in the morning. At least for me that’s the case š
Kristi,
Wow I actually did not know that. I always thought that monday was a good day because people dont want to work so they will goof off online….But I do think it depends on your Niche, because there are something people pay more attention to on the weekend. Like if your blog was called “Awesome Things To Do On The Weekend” or “Best Restaurants In San Diego”…etc. Ok, that was a joke. But anyway, those are some nice stats to know. thanks.
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Hi AJ,
If you want someone to ACT on what you’re writing best to do it Tuesday or Wednesday. Mondays many will SEE what you share because most will be in “work mode” but they will have so much more to get through that day because of what got created over the weekend that they are less likely to spend much time or really look at it.
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I have experienced this fact myself and after surfing the web I found out an interesting research done by Jake Luciani. Luciani has proved with graphs and valid experimental data that websites experience more traffic generally on Wednesdays and Thursdays rather than weekends and Mondays.
I have written an article about it on my blog which might be of help to AJ and here goes the link Does Time of Publishing Your Posts Really Matter?
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Hi Prasenjit,
I didn’t remove your link but sometimes CommentLuv glitches and no link appears. I am hoping when I get the latest version updated that may fix it. In the meantime I did search for and find your post and add a link to it for AJ and my other readers.
growmap would love you to read ..Small Business Internet Marketing- Where to Start
Thank you for the great post! I am now trying to start building my online business. I especially like the mention of using specific examples. I am currently trying to promote horse properties and not just real estate or homes for sale. Thanks again.
You’re welcome… just be sure to think of the audience that would be interested in purchasing those properties, and the topics they would be interested in. That is the key!
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