If you’re a blogger, you’re probably no stranger to those companies whose blogs are an extension of their business, but the truth is that there’s still a fairly small percentage of business owners who actually have a blog, and an even smaller amount that really benefit from this investment. But if your target customer or client uses the internet, having a blog can be a major asset. Here’s why…
Traffic To Your Site
The obvious benefit is that a blog brings traffic to your website. With so many people clicking over to blogs from social media and Google searches, having an extra page that’s continually updated means you’re more likely to come up in search and be discovered. If your blog + business pages are on the same site, you’ll easily be able to connect the two and send readers from one page to the other.
Offering Something vs Selling Something
Having a blog is a great way to offer something to potential customers before you sell to them. I actually overheard this being discussed at a coffee shop today even–offering something for free to readers is an awesome way to get a feel for what they want, build trust, and establish a connection. Getting to know this audience helps you refine it, not to mention offering something for free can turn people onto your services that would’ve never stopped by your site otherwise. Here’s an easy example: Not everyone is googling “blogging e-book”, but lots of people are googling “how to start a blog”. So if that’s a post of yours, you can tap into the DIY blogging audience, and potentially sell them on your e-book later.
Establishes Yourself as an Expert
Going along with that, by blogging in your industry, you’re establishing yourself as a professional and expert. This is super important if you’re offering up services, but can work with products too. There are SO many awesome and successful Etsy sellers, for example, that blog about their craft (and even post DIY projects – see point above!) and that expertise makes readers want to support them in their shops too. Similarly, if you provide a service, offering tips or even just talking trends and news positions yourself as someone who is capable of providing that service.
That last point is also simply important just because it does show that you are in the know when it comes to your industry. In marketing, web design, branding, and other online service based industries, a blog is really like a second portfolio, helping potential customers see your qualifications.
Blogging for Biz – Quick Tips
1. It goes without saying that if your blog is connected to your business website, it’s probably pretty important to stay on topic. Sure you can blog about food when your service is web development, but it probably won’t convert into sales. Of course, if your business thrives on sharing personal content, you can get away with more loosely based topics.
2. Don’t sell something in every single post. To be successful as a blogger, you still have to abide by a certain blogging etiquette, and we all know that blog readers don’t quite love being constantly sold to. It’s easier to get away with if you sell a service, but I’d still reccomend truly just offering your own expertise or experience in a few posts without asking for anything in return. It’ll still establish community and brand awareness, which can indirectly help your business.
3. Implement a blog strategy. Your blog strategy is part of your business strategy but it’s also distinctly different. You still want to do things to increase your pageviews, engage with readers, and create community, so don’t leave them out. How often do you see a business with a tiny link to a blog that has potential but is super inconsistent and comes off as more as an after thought? I see it all the time!
Is your blog related to your line of work? Send this post to someone who could use a boost in their small biz!
Floe says
Nice. Quite helpful.