Everything You Need To Know About Blogging On Your Small Business Website
Be A Super Blogger!
Even if you’re unsure about starting a blog, you’ve most likely come across one at some point in your internet search. Whether you’re looking for dinner recipes or the biggest search engine optimization (SEO) trends, blogs have proven to be a useful content tool for both small businesses and consumers.
If your small business website doesn’t yet have a blog, it’s a great time to reconsider investing some time into developing one. With 77% of internet users regularly reading blogs, a small business blog helps you establish a credible online presence, present yourself as an expert, and drive more qualified leads.
Ready to start blogging, but unsure of where to start? Let’s dive into the importance of developing a blog and a few tips that will help you get off the ground.
Why Should Your Small Business Blog?
A small business blog is a marketing tactic used to earn your brand more visibility online. It’s the act of developing short and long-form content that lives on your website and provides information related to your industry.
89% of businesses believe that their blogging strategy is linked to other parts of overall business growth. Additional blogging benefits include:
- Driving more traffic to your website
- Showcasing your credibility to search engines and users, helping you rank higher in search results
- Converting website users into leads with strong call to actions (CTA)
- Driving long-term outcomes after you hit “publish”
- Allowing you to test what content resonates with your audience
8 Small Business Blog Tips to Grow Your Credibility
Believe me; I know that running a small business means you often have limited resources and are juggling multiple responsibilities. Between handling customer inquiries, closing deals, or conducting research, running a blog might seem overwhelming. However, blogging increases your overall value, advertises your services in new ways, and boosts your bottom line.
Let’s take a look at a few key tips to help you get started.
1. Choose a Blogging Platform
If your existing website doesn’t offer a blogging option, it’s essential to choose a versatile and user-friendly platform. I recommend utilizing WordPress — it’s not only the most widely-used blogging platform, but it also allows you to choose your domain name, set-up in minutes, and provides a variety of plugins.
Regardless of what you choose — Weebly, Squarespace Joomla, Hubspot, etc. — you want to make sure the platform allows you to scale for the future.
2. Blog Consistently
Depending on your business, typically posting one to four times a week drives more traffic and credibility to your website. However, if you don’t employ a content strategist, don’t try posting a new blog four times a week and then nothing for months.
For your blog to be successful, you need to stay consistent and relevant. Overall, plan on setting aside a few hours each week to develop impactful blog content to grow your business.
Don’t have a few hours? Low on topic ideas? I provide content strategy services that will keep you relevant and consistently in front of your audience as an authoritative source in your industry.
3. Select a Target Audience
Before you even build out content topics, you need first to consider who you’re writing for. With most consumers using the internet to learn about brands, you need to provide valuable content that speaks to their needs. Determine your target audience by thinking about the following attributes:
- What is the age, gender, income, or location of your ideal customer?
- Where does your customer work?
- What does your customer do for fun?
- What are your customer’s pain points, and how can you solve their problems?
A great place to start building your understanding of how you can provide valuable content to your audience is to analyze your customers’ questions. You can utilize those common questions to frame future content and develop a content calendar that your audience wants to read.
4. Determine Your Voice
When you understand your audience and your content topics, you also need to determine how you will speak to prospective customers. Your blog will represent your brand, value proposition, and products —so it’s essential to stay true to yourself and showcase how you conduct business. Establishing a tone also helps your blogs stay consistent and gives your readers a familiar voice of authority.
So, how do you choose a voice? It’s a subjective process that starts with your audience. Consider the following structure to help you decide:
- Humor vs. Serious
- Factual vs. Educational
- Conversational vs. Formal
- Warm vs. Cold
- Authoritative vs. Informational
5. Conduct Keyword Research
Once you’ve selected your audience and know what to write about, you need to target what future customers might search for on the internet.
Keyword research is the essential process of researching popular terms people are searching for and developing valuable content around those phrases. With an SEO strategy, you can attract customers to your blog and communicate to search engines that your content is credible. To get started, add keywords to your main title, body copy, and meta descriptions, so your blogs have a better chance of ranking in search engine result pages (SERP).
6. Create Easy To Read Posts
Modern customers have a 12-second attention span — meaning you have a short period to capture their attention and persuade them to continue reading your blog. You need to develop blogs that not only have a captivating headline and introduction but are also scannable so people can easily understand your point of view. When writing your blog post, consider the following best practices:
- Use short paragraphs to give your users “eye relief”
- Break apart longer sentences
- Insert digestible multi-media like videos or infographics
- Utilize bold, italic, and list formatting
- Review and read your blog out loud before publishing
7. Include An Impactful Call-To-Action
Regardless of your blog topic, you should always be driving your reader to action. Do you want them to sign up for your newsletter? Schedule a consultation? Follow you on Instagram? Point users towards your goal by including call-to-actions (CTAs) throughout your blog to nurture them into a conversion.
You can include CTAs at the end of your blog, within the body copy, or even utilizing your website layout’s side panels. A few CTA tips include:
- Use text that promotes action like “reserve your seat” or “try a free trial”
- Implement style formatting in your button to stand out against the text
- Create a sense of urgency like “sign up and save 20% today”
8. Use Cross-Promotional Strategies
After you’ve written a stellar blog article and hit that celebratory “publish” button, it’s crucial to develop a cross-promotional strategy to drive more traffic back to your website content. Without help from your digital marketing channels, your blog won’t gain traffic beyond your SEO efforts. Consider promoting your blog in the following ways:
- Earn new email subscribers with lead magnets
- Share in upcoming email communications — internally and externally
- Post across all relevant social media platforms
- Share with industry-adjacent peers and community groups
Drive More Traffic to Your Small Business Website with a Blog
Are you ready to develop your small business blog? Your blog helps you to display your expertise and connect with your customers on a new platform.
My final advice? Regardless of your business objectives, ensure your blog targets your customer’s needs, includes valuable content, and is optimized with the right keywords.
If you’re looking to improve the digital experience on your website, contact BruceThede.com today.