Small business blogging is slowly changing from a luxury to a necessity in today’s competitive industries. What once seemed like a waste of time has now proven to be one of the most valuable marketing tools on all different levels. Whether you want to attract new traffic, give your brand a voice, or even strengthen your customer loyalty, you should know a few tips before diving headfirst into blogging.
1. Provide your audience with something of value
Whether you’re writing or creating a video blog, the end result has to be the same: give the people what they want! Visitors aren’t there to hear about your quarterly stats or in-house promotions; they want to learn something, feel something, or be entertained. If you’re providing your audience with something valuable they can walk away with, not only will they be back, but they’ll also feel more connected to your brand.
For example: if you run a doctor’s office make sure to incorporate unique tips and tricks on getting through holiday feasts with the same size pants. Offering one of a kind, free lessons mean your visitors are getting something out of their trip to your site.
2. Include other industry leaders
It sounds counter-intuitive, but bringing in other industry pros can actually increase traffic and create great (hint: valuable) content. Merging two gurus not only increases your search engine optimization, but it’s also likely to increase traffic from their site, leading to more consistent followers. Combine your expert knowledge to come up with something truly unique and you’re guaranteed to increase your authority in the industry as well as your fan-base.
For example: a marketing consultant could bring in someone from his or her industry as a podcast guest star. They could conduct a live Q&A from their biggest followers to showoff their knowledge and, again, increase traffic.
3. Create a promotion within a promotion
Yes, you want to create valuable content for your audience, but you also need to focus on your end goal as well. Try setting up a weekly format that addresses audience needs and business goals, meaning a guaranteed series that people look forward to and that also promotes your business more heavily than other posts.
For example: creating a “Tutorial Tuesday” in which your restaurant showcases how it makes its world-famous pizza dough. The key with this is to entice them with your product or service and make it something they can do at home, but something they’d rather buy from you. Let’s face it, no matter how good pizza dough is, what are the odds that you want to spend that much time making it yourself when it’s easier to pick it up around the corner?
4. Provide consistent attention and care to your blog
This isn't a “whenever you feel like it” marketing tool; it needs to be looked after and tended to every day. Whether you’re posting fresh content, switching up the layout, or responding to comments, you need to be active and engaged. Treat this just like you would any other marketing venture and you’ll reap the benefits.
For example: try scheduling in time to pay attention to your business’ blog, much like you would with any other daily task. Setting aside three days to post content, and two times per day to address comments makes it a habit just like checking your email.
Small business blogging reportedly sees 126% higher lead growth than those that don’t utilize this marketing tool. That means that blogs are mutually beneficial for both customers and businesses alike. So you see, providing valuable, consistent, knowledgeable content with your blog is truly vital to the success of your business.
For more information on how blogging can help you in your business, don't forget to check out one our our most popular posts! The #1 Small Business Marketing Idea.
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