Many small business owners are afraid to run a company blog because they think the risks are too high or the investment is unreasonably high. They intuitively feel that resources can be used more efficiently elsewhere, including in traditional marketing.
The reality is that small business blogs can be one of the most powerful marketing tools. They can lead to a lot of new sales, generate more traffic to the product pages of the site or promote your brand and company.
It has long been said that “content rules!”, but still small business owners do not get the idea to start a blog.
I want to convince you that it’s in your best interest to run a blog, so let me give you 5 good reasons:
Unique Content is the target page
I assume that you already have a website, it probably consists of a home page, a company page, and possibly a contact page. Three pages is a small site.
Search engines can bring a large number of visitors to the site, but before they do so, we need pages that search engines will consider relevant. With three pages, most likely, search engines will give your site only by keywords that are closely related to your brand or company name.
By creating your own business blog, you can write an article about your services, describe new concepts or even specific cases. Your online presence starts to grow with every publication.
The more you create unique content, the more traffic you can bring to the site and the more potential sales (leads) you can generate.
The key is to be an expert
Consumer confidence is an important aspect of the deal, as anyone who has ever tried to sell will confirm. If your client does not trust you, it will be very difficult to conclude a contract with them.
Small businesses can use their blog as a platform to build trust with consumers.
When I’m looking for information about a specific service, such as an accountant on outsourcing, I’ll ask a friend for advice, and at the same time, I’ll always look at Google or Yandex. Potential consumers always do their own research regardless of the recommendations they have received from others.
The business blog can be used to form your expertise in the eyes of consumers by highlighting previous experiences, identifying specific customers and explaining how your company differs from others.
Develop a community
New customers are great, but not always new customers come back to you in the future. It is an amazing feeling to have customers who are so satisfied with your work that they continue to buy from you again. Customers who feel attached to the brand will tell their friends about you.
With a blog you give your customers a reason to go back to your site. They want to know what you are doing, what you are thinking, what new services you are offering, and how they can be part of your brand and business.
Interact with readers in the comments to your articles, users mark this and feel like they are getting one-on-one feedback from the brand.
While this is not a complete social network, blog comments can still lead to a sense of community and build brand loyalty.
Creating an online sales funnel
It is a rare case when a person just comes to the site and immediately orders a service. Instead, it usually takes time to become a potential customer to take the next step: contact a business or arrange a service.
The blog gives a reason to return to the site again and again. It can also convince the reader to become your customer.
Consider, for example, the following sales funnel (example: an accountant on outsourcing):
- Step 1: The user is looking for information about what taxes his business will be subject to.
- Step 2: The user thinks that your article tells you in general about this.
- Step 3: The user sees that you are offering accounting services.
- Step 4: The user goes to the services page for more information.
- Step 5: The user fills out the form to learn more about your accounting services for themselves.
- Step 6: The user becomes a new customer.
This sales funnel is standard on the Internet. Your services have been shown to the customer thanks to your expertise, which has encouraged them to move from step to step and eventually contact you. It is critical to have the right landing pages.
Appear in the client’s Inbox
There is one marketing channel that is often underutilized, but can be of great benefit to small business owners. An inbox in a customer’s email is a great way to bring your business to consumers, rather than waiting for them to come to you.
How do I get a business blog in a client’s email? Simple! Give readers the opportunity to subscribe to your new blog posts. They won’t want to miss out on useful posts, so they’ll subscribe to your newsletters.
Once they subscribe, they will be added to the mailing list, and you can contact them whenever you have ads or new offers. (Use your mailing list carefully if you don’t want to be marked as spam.)
Newsletters are a huge opportunity and should certainly not be missed by small business owners. The blog gives you the opportunity to keep your newsletter up to date and expand your list of subscribers.
Virus content doesn’t always work, but when it does, it has a huge effect. Try new ideas and go beyond your business.
When you write about interesting topics and really show how much you live your business, others also begin to feel it. This results in your blog posts being recommended by your friends, generating more traffic and increasing the number of leads.
I hope that these 5 reasons convinced you to start your own business blog. If you’re still worried about the resources or technical skills needed for a blog, don’t worry – it’s really easy.
There are a lot of resources on the Internet that can help you. There are also a number of initial setup services available. However, if you have any problems, you can always leave a comment here or ask me directly.