Let’s be honest. Blogging is a downright pain sometimes.
Not only is it time-consuming – it forces you to face your writer’s block, all while knowing that you may not see a return on your investment for months (or years, in some cases).
So, why would you even want to blog in the first place?
…Because it works.
No, you may not see thousands of people flocking to the first post you publish – maybe not even the first 100 posts you publish. But if you consistently produce high-quality blog posts that provide value to your audience, you’ll eventually reap the rewards of your work.
Here are 4 benefits of small business blogging:
1. Higher Customer Engagement
Blogging gives your customers content to share on social media and elsewhere, which means that your website will get more views. Those extra viewers may end up becoming customers, so you need to make sure your content is shareable by:
- Crafting compelling headlines
- Hooking the reader with interesting blog post introductions
- Using images in your posts when possible
- Using data in your posts to back up your claims when possible
- Telling stories within your blog posts
You should also ask people to comment on your posts (if that’s what you want), like in this Copyblogger post:
Also, make sure that you include social media buttons on all of your posts like pictured in this snapshot (from the same Copyblogger post):
That way, you can boost engagement by making it easy for your audience to share your blog posts on social media.
2. Search Engine Optimization
While you shouldn’t stuff key words in your blog posts and website content, you should find good key words to use and target them. When you blog, you can target a key word by:
- Using it in the first 100 words of your post
- Placing it in a header
- Using it in the URL of your post after your website name (Example: http://www.launchandhustle.com/key-word-goes-here)
When you use key words, make sure you’re still writing for the reader – not for the search engine. After all, your goal with blogging is to connect and build trust with your audience. That’s not going to happen if your posts read like they were written by a keyword-stuffing robot.
Tip: If you use WordPress for your website, download the Yoast SEO plugin. It’ll help guide your SEO and writing efforts by telling you the optimal keyword density for your post, the reading level of your post, and more.
3. Brand Building
Your writing tone says a lot about who you are, and you can use it to shape the way people perceive your business.
For example, if you’re snarky/humorous, your blog is a great place to showcase that. Take a look at how Dollar Shave Club, a company that sells razors, does this in a blog post while offering valuable content to their readers:
Of course, you may not want your brand to come across as snarky/humorous, which is fine. Think about your personality and what kind of brand is most likely to connect with your target audience, and then develop your writing tone based on those two factors.
4. Positioning Yourself as a Trusted Expert
Want to be seen as an authority in your industry so that you can become the go-to choice for your ideal clients? If so, start blogging. It’ll work wonders for your small business if you do it right.
…But what does “doing it right” mean?
Simple. It means that you think about what questions your target audience is asking (in relation to what you are selling) and address those questions in your posts.
For example, if you were running a small ophthalmology practice, you would want to think about what questions your patients have in relation to your services. That could include:
- What should I expect at a check-up?
- Is LASIK surgery painful? What is the process like?
- Are contacts a better option for me than glasses?
As an ophthalmologist, addressing these questions in your blog posts would help you to attract an audience who’d likely be interested in something you offer (like LASIK, glasses, contacts, a check-up, etc.).
See how that works?
By educating potential customers, you build trust with them and keep your business at the forefront of their minds. This means that when it’s time for them to make a decision about who to buy from, they’re more likely to choose you.
Tip: For best results, leave sales pitches out of your small business blog posts. Focus solely on providing your target audience with the valuable information that they’re searching for.
Hopefully, this post has inspired you to start blogging on your small business website. The benefits to your business may not seem obvious right now, but once you start filling your website with helpful content, you’ll see why you should have been blogging all along.
Blogging isn’t just an idea to play around with anymore — it’s practically a necessity if you want to grow your business.
And while it may seem like a daunting task to tackle, it’s worth it.
So, if you’ve been thinking about blogging, don’t put it off any longer – start today so that you can see the results you want in the future.