Should a small business owner be blogging?
Here's the short answer: yes. In most cases, a small business owner should have an up-to-date, engaging and consistent blog. But why?
Understanding why you should start blogging is super important.
Like any marketing tool you need to understand your goals. What are you actually wanting to get out of it? After all, blogging can be very time-consuming so you'll want to know you're getting value for all those long hours you're putting in curating your blog posts.
There are many reasons why someone starts blogging. Some people even start blogs for fun - as a hobby!
But when it comes to blogging for the reason of marketing your business it's a different kettle of fish.
Here's why you should be blogging as a small business owner:
Regular blog posts build trust
Chances are you're an expert in your field. Do your customers actually know this though? Blogging is a great way to prove this. Talk about things you know and that you think your ideal customer wants to know too.
Talking about industry-relevant topics will build your image as an 'authority'. This means you're someone who not only knows what they are talking about - but someone consumers will tend to trust.
Top tip: Aim for consistency. Regular blog posts will more likely attract a loyal readership - which will be more likely to convert into actual customers. Result!
Creating blog posts boosts SEO
So, blogs aren't just about actual people reading them (although obviously that is really important). Blogs are also great for your SEO strategy.
SEO strategy? Erm, what. Let me explain. SEO stands for Search Engine Optimisation - which means improving your ranking on search engines, mainly Google here in the UK.
Publishing regular content on your website is something that Google likes. And if Google likes it, you've got more chance of climbing the search results. Winner, winner! First page of search results, here we come!
Top tip: For blogs that pack a punch on Google make sure you use clear headings packed with your keywords - and that they are formatted as headings on your blog editor. On most editors this will be known as "Heading 1" or "Heading 2" and are known as H1 or H2 tags in the SEO world.
Blog posts attract people to your website
Ever heard the expression, "drive traffic to your website" - well yes, this is what I mean (hey there marketing jargon).
Anyway, I digress. Blog posts prompt people to roam around your website - and hopefully complete the everso important call to action.
Erm, what's that!?
A call to action is basically marketing speak for your goal. What do you want the customer to do? An example could be simply 'Contact us' with a hyperlink to your email or telephone number.
Also, your blog post could show up in a Google search or be shared as a link on social media - and voila, before you know it you have a customer on your website.
Top tip: Make sure readers don't simply read your blog and go. How? Pack your blog with hyperlinks to other pages on your website and a call to action. This makes them more likely to have a roam around or complete a call to action because you've simply made life easier for them.
Blog posts are a great way to network
Your blog is an area to discuss. And you should be open to discussion. Or even better, be the person opening the discussion.
Most of us are social beings and we like to talk about things. By starting these conversations your brand becomes a vehicle for others to discuss hot topics in the industry.
This is great for your social media presence because you'll be sharing high-quality informative content to your followers - and hopefully attract new followers along the way.
Top tip: Encourage people to interact with your blog content by interacting with theirs. Social media is a great place to start and can be a great community for small business owners to support each other.
You don't need to do it all, you know...
Blogging is a great way to market your business and strengthen your brand. We can't deny the benefits. However, sometimes there just aren't enough hours in the day.
Running your business is time-consuming. Whether you're a start-up or a long-established small business there's always something you should be doing, always something on your to-do list, always something to "definitely get sorted tomorrow".
I'm a big believer that the most successful businesses are those who say "okay, I can't do it all and that's okay".
Getting someone to help you can be a very smart move (and investment of your hard-earned cash).
A professional content writer can whip up engaging, relevant and SEO-savvy blog posts that work for your business - and free up your time to do more of what you're good at.
Or simply, give you 5 minutes to finish your brew and breathe.
If you'd like some help creating content - such as regular blog posts - have a read here how I can help you.
Or, get in touch. I'd love to see how I can help you with your blogging.