Wondering if a blog is actually worth the work involved? I’ve been successfully using this blog to grow my small business since October 2013! So today, I’d like to share 7 reasons to get a blog for your small business marketing.
With so much short form content prioritised on social media, it’s easy to assume blogging is no longer relevant. That is far from the case! In fact, reports show that “53% of marketers prioritise blogging as their primary content marketing strategy” in 2021.
From highlighting your expertise, to helping gain customer trust, this post will outline exactly why a blog should be a core part of your strategy!
When talking to small business owners and fellow sole traders about blogging, I usually hear the same objections:
- There are already so many blogs about [insert your industry sector here].
- I don’t know what to write about.
- I don’t have the time for that.
- I would only repeat what others have already said.
- I don’t see how I can generate new business through a blog.
Actually, this sounds a lot like myself before I finally took the plunge. But honestly, if your target group (or part of it) is online, you should seriously consider it. Blogging is the perfect addition to your small business marketing strategy.
Let’s have a look at my main reasons to get a blog!
The benefits of business blogging
1. Be an expert
One of my reasons to get a blog was that I wanted to prove my expertise. For example, if you are a massage therapist you can write about the techniques you are using and what their purpose is. Or you can give advice on how to relieve or avoid back pain.
Are you running a boutique hotel in Edinburgh? Talk about the sights and ideas for a day out in the city or a day trip to the Highlands. Show that you know what you are talking about and that your customers are in good hands.
2. Target your ideal clients
A blog is also a fantastic way to talk about your USP or value proposition. If you are a green business with an emphasis on environmentally friendly products, then give them tips. This can range from composting, recycling or re-using things to how to save resources and reduce waste.
If you want to promote a healthy lifestyle, talk about ways to make sure you get your ‘five-a-day’. Or give advice on how you can make sure you get enough natural light and fresh air during your working day.
Read more about USPs, why your small business needs one and how you can define yours.
3. Show you’re human
A company website can easily seem a bit impersonal and remote to potential customers. A ‘Team’ or ‘About Us’ page is a good way to give your company a face. A blog, however, gives your business a voice.
Regardless of whether you’re writing the blog yourself or if your staff is taking turns, your blog posts show readers what it is like to do business with you. And you can use your brand‘s tone of voice to show that they are dealing with real people, not with robots.
Still figuring out your tone of voice? Check out this post for my top tips!
4. Add value
Do you have questions that come up every time you talk to a customer? Does your industry have regulations that you regularly have to translate into normal-people-speak? Your blog is the ideal platform to answer questions that your target group has.
It’s a great way to give them advice before they asked for it and keep them up-to-date with the latest news and changes in their sector. Share your knowledge and help people, it’s the best way to generate loyal customers and recommendations.
5. Increase your footfall
Another one of my reasons to start a blog was that it is the best way to increase traffic to your website and social media profiles. Make sure to use relevant keywords to make sure people find your post when looking for answers to their questions. Also, once they are on your blog use links and banners to show them what your business has to offer.
If you let people share your posts on social media and link yourself to your blog on those channels you will see an increase in followers and engagement with your posts. And that is, of course, the ideal way to build your brand awareness. And subsequently, get new clients.
6. Earn their trust
The more people read your blog posts and the more they value your advice, the more they will trust you. And trust and confidence are what you want when attracting new clients to your small business.
To make that purchase or hire you, your potential customer has to trust you to be able to help and believe that your services or products will benefit them. Additionally, only people who are confident that you deliver what you promised will happily recommend you.
Read more about generating trust and reaching customers sooner in this post.
7. Promote your small business
Content marketing is not only about added value though. It’s perfectly fine to promote your services or talk about a new offer you have every now and then! As long as most of your blog posts (rule of thumb is usually 80%) are about your customers, you can use it a few times to plug your latest addition to your portfolio.
Also, a blog is not a one-way street. Make sure to ask people for their opinion at the end of each post. Start a conversation about the topic of the week on your social media channels and engage people with your business. And get their invaluable opinion and experience to tailor your services even further to their needs.
Ready? Find out how to start your blog in 6 easy steps.
The bottom line
As you can see, there are many reasons to get a blog. But keep in mind that blogging is – much like social media marketing or business networking – a long-term game. One post doesn’t equal x new clients.
You have to be relevant and consistent in what you’re doing. You have to shout about it and make people aware of your “must-read” latest blog post. And make it easy for them to share it with their friends.
So if you are looking to build up a loyal customer base, to create more points of contact with potential customers and if you like marketing that doesn’t cost you anything – that’s plenty of reasons to get a blog!
And if you don’t have the time and don’t mind spending a bit of money – there are people out there that would love to write your blog for you. When done properly, it’s so worth the investment.
If you are interested in reading more about this topic, have a look at these:
How to Start a Blog for Your Small Business
4 Tips for a Web Copy that Converts
Actionable Marketing Copy: How to Convert More Leads
Content Marketing Ideas – A Brainstorming Tool for Small Businesses