Do you ever feel completely overwhelmed as a small business owner?
With so many things fighting for your time, it’s understandable why you might overlook the need to maintain a business blog.
But blogging is one of the easiest and most cost-effective ways to get your business in front of a large audience...and it doesn’t have to be a difficult task!
Here are 9 reasons your small business needs to hop on the blogging train in 2020:
#1 - Attract potential clients
Blogging is a passive form of marketing, but that’s not to say it isn’t a powerful promotional tool.
Behind every Google search is the need to find a solution to a problem. Your goal is to position yourself as the answer.
This happens by maintaining a blog where you discuss industry trends, services you offer, and the challenges your target audience face.
Just think of each reader as a potential customer. The more often you post about topics your target audience searches for, the more likely it is that they will consider your products or services.
#2 - Affordable advertising
Paying for advertisements on Google, Facebook, and other social media platforms is expensive, and once the money runs out, so does your traffic.
Even worse, putting together an ad campaign that leads to real conversions goes beyond being an industry expert. If you aren’t up-to-date with the latest marketing trends, you risk wasting time and money altogether.
Blogging, on the other hand, is a long-term investment. Once it’s published on your website, it’s there to stay. The benefits are well worth the initial effort!
Pro Tip: Repurpose your long-form blog content into bite-sized pieces for Facebook, Instagram, or Twitter. With a bit of creativity, a “10 ways to ________” article can easily be modified into 1, 2, or 10 different social media posts!
If you’re working with a content writer, see if they are willing to help craft social media snippets to go with each blog post.
#3 - Keep your website relevant in search engines
Google rewards websites that maintain a constant stream of fresh information. But once you create your website, it’s unlikely that you will need to update content within individual pages on a regular basis.
The easiest way to add new content and keep search engines happy is through your blog.
Plus, the more often you blog about industry-related topics, the better chance you have of Google pointing traffic to your website as an answer to users' questions.
#4 - Collect emails
Nobody likes a pushy salesman, and the same goes for aggressive tactics to build a mailing list.
If your blog posts are full of engaging and helpful content, readers won’t think twice about subscribing to your monthly newsletter. Once you build an email list, you can keep readers updated with your latest blog posts, product specials, and service updates.
As you continue to build rapport, expect some of your subscribers to turn into paying customers.
Pro Tip: Instead of pesky pop-ups, add a sign-up form on the side of the screen along with a strong call-to-action at the end of each blog post.
#5 - Connect with your target audience
Unlike other social media platforms where users expect short posts, a blog gives you the power to build trust by engaging with your readers on a deeper level.
A few ways you can do this include:
Explain details of your services or products
Share tricks of the trade
Discussing the latest industry trends
To bring some personality to your business, dedicate several posts to introduce different members of your team and show off day-to-day work. Don’t forget to add a comments section where you can interact with your readers.
#6 - Internet users expect a blog
When blogging first came on the internet scene in the mid-90s, posts were mainly done through ‘online diaries’ or ‘personal pages’. Since publishing content initially required extensive coding skills, blogging remained relatively unpopular until the mid-2000s.
Thanks to the development of content management systems like WordPress and Wix, blogging can be done quickly, easily, and without the headache of HTML codes.
But this simplicity comes with a catch. Blogs have become so commonplace that internet users expect to see one when they open your website.
By choosing not to include a blog — or allowing your blog to go un-updated for long periods — you risk conveying the message that your business is out of date.
#7 - Create easy-to-share news for social media
There’s no denying the fact that most people love social media. These platforms provide us with the opportunity to connect with people around the world, even when we can’t physically see them.
This internal desire to interact with other human beings is what drives us to share our favorite moments with friends and family. When you create original, engaging content, your readers will likely share it with their friends and family.
''More shares = more clicks = more potential customers!''
Encourage readers to share your content by including a well-written CTA along with clearly visible social media buttons.
#8 - Start a conversation
Generating conversations through your posts is a powerful way to build community and strong reader loyalty.
On a surface level, you should write blog posts to include thought-provoking questions. However, you also need to answer questions. This could mean writing a separate post based on readers’ comments or responding to a fellow blogger with a post of your own.
If you want to be a bit bolder, you could consider writing about a controversial topic within your industry.
Just remember that you need to model the type of behavior you want on your blog. If you write using a positive, insightful tone of voice, your readers will likely respond in a similar manner. Don’t be afraid to moderate inappropriate remarks or internet trolls — after all, it’s your business!
#9 - Be an authority figure in your industry
Ultimately, your blog is where you get to show off your industry expertise. You can do this through long-form articles, relatable ‘how to’ posts, or even videos. The idea is to provide readers with useful, quality content that is highly specific to your niche.
As your blog grows, readers will view you as their trustworthy, go-to source of information.
Pro Tip: Readers love consistency. If possible, publish your blog posts on the same day of the week (e.g. every Thursday or every other Friday) so readers know exactly when to check for new content.
Bonus points if you also post at the same time of day!
Now it’s your turn!
Over the next month, I challenge you to add one new blog post to your website. Pick a topic that inspires you and just WRITE.
If you lack the time or internal manpower to dedicate to a blog, get in touch with a professional writer like The English Ninja to discuss your content strategy.
You might be surprised by the results.
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