When owning a small business, you’re often limited in your marketing budget. One of the best ways to increase brand authority and establish relationships with new customers is through blogging. Creating content that engages your target audience will enhance your marketing efforts and drive traffic.
It takes more than simply crafting content and hoping to draw customers and conversions. You need a strategy, and you need to blog regularly. You want to keep your audience coming back for more. Writing a compelling blog post that attracts an audience and results to leads is no easy task. There are trials and tribulations, but remember that mastering the art of blogging has built a lot of profitable businesses.
What are the best practices when you start to blog for small business?
Prove your Business is an Industry Leader
You can build trust and instantly gain leads by providing expert information on a topic of interest. If you consistently provide helpful material, you’ll be seen as an authority. It’s important to understand what your audience wants to know. Are they concerned? Clear it up. Do they need an answer to a problem? Solve it.
If your content is unique, your blog becomes more powerful. Much like an essay or persuasive argument, hook your readers in with a strong introduction. Tell them what they’ll gain from reading your post, and show the reader that you understand what’s troubling them or why they need that information.
Connect with your Audience
A regular blog allows you to establish a relationship with your audience. You can show your personal side that readers won’t see with your other marketing efforts. Show them why they should trust you, and how your personality relates to them. Offer them insight into a particular circumstance, and build trust.
Write content that people want. Leverage trending topics to reach the widest audience and contribute your thoughts on a topic to help solve problems. There are tools like Google Trends and Keyword Planner to help you determine how you can provide the most relevant and timely information to your customers. Once you can connect with your audience, you provide them with a reason to inquire further about who your company is.
Sure, you want your readers to know that you’re the authority in your field. You want them to inquire about your services or products, but a blog is an extension of your brand and should never be an advertisement. Readers who land on your blog want to see what you have to say. If it’s engaging enough, they’ll navigate your site and that’s where you’ll be selling them.
Blogs should be used to inform readers, to guide them and teach them. You want your words to resonate with your audience and get them thinking about your brand. Not providing valuable information, and dropping your brand name multiple times in a blog post will read like an advertisement. Don’t do it. It won’t pay off.
Instead, think of the word value. Your readers want something relevant to their interests. Use your words and knowledge of your industry to answer questions, and inspire them to take action through practical value.
Benefit your Marketing Campaign
To start off, you want to incorporate some keywords into your blogs, and link them to the targeted page on your website. Blogging goes hand in hand with your search engine marketing campaign as you’ll see a boost in your search engine rankings and increased traffic to your site. You’re providing Google with new content to index, and opportunities to enhance your marketing efforts.
Become a marketer. Use keywords in your post, meta descriptions, and headers. Increase the visibility of your brand by writing for your readers in a way that speaks to the search engines. Don’t force keywords into your blogs for a link. Make it appealing, and make it user-friendly.
Today’s digital readers have short attention spans. Why would we want to read your blog? What are you offering? Make sure to write clearly and make your blog visually appealing. Use subheaders to break up your thoughts, and bulleted lists for summarization.
If your readers see a thousand words with no breakup in thought, you won’t see them coming back to your site. There are thousands of other companies who have something interesting to share in a more user-friendly manner. Check out other blogs in your industry that are seen as an authority and model your posts after theirs.
Leverage your blog to stay ahead of your competition and increase brand relevance. Create shareable content to reach a wider audience, and watch as your small business starts to compete with larger companies in your industry. There are other factors at play, but it all revolves around your voice and the engagement of your blogs. Your small business needs to start blogging today.