Small Business Blogs: Make Them Work for You

small_biz_blogging

We often meet clients who struggle with whether to start blogging for their small business. For a small team with limited resource who are already working around the clock, it can seem like a daunting task. If you're unsure about starting a small business blog of your own, we've put together three key reasons why you should. Here are a few tips on how to get started.

Let's Start with Why:

Wondering if blogging really does play a role in helping you grow your business? Well, the answer is YES! There are many reasons why you should blog, but here are a few of the most important reasons why blogging should be added to your to-do list:

1.     Drive New Traffic to Your Website

Remember that Google’s whole purpose is to help users find the most relevant and helpful search results. So every time you write a blog post, think of it as a new page for a search engines to index, which means more opportunity for you to show up when a user types in a search query.

Creating fresh original blog posts can also double as content to share on your social media platforms.

Tip: From your blog post, you can break the blog down into parts to use on individual social networks. For example, take a quote or interesting statistic to share with an image on Instagram. Tell people to read the full article from the link in your bio.

While, your blog posts are unlikely to result in direct sales, they can help you reach new potential customers in the “attrack” or top of the funnel phase.

2.     Convert Your Traffic into Leads

Now that your blog has helped you drive new traffic to your website, you’ve created an opportunity to provide a special offer or value add content to help you convert this traffic into leads.

This is where you can add call-to-actions to your landing pages like Sign-up to get a free e-book! Or Download our free recipe book! et cetera. Now you're talking to a warmer audience who have already shown interest in your content.

Now you’re reaching potential customers in the “convert” or mid-funnel stage.

3.     Build Trust & Gain Authority

Remember, Google’s goal is to serve up the most relevant content to their users, so try to write content that can help solve the problems of potential customers problems. This way, when they are searching for a solution, your content is there to help.

Write content to help answer common questions your customers have, or solve common problems directly related to your customer base.

If a potential customer finds an answer to a burning question via one of your blog posts, they are much more likely to enter the sales process trusting what you say because you’ve already helped them solve a problem.

Plus, if people spend time reading your blog posts, they are becoming educated about your business and what you have to offer, which will likely make it easier for them to convert since you’re no longer strangers.

Here's How:

1.     Understand Who You Are & What You’re Writing For

Before launching your blog, you should have a clear understanding of who you’re writing for and what your objective is. For example, are you writing to establish yourself as an industry expert? Are you writing to educate consumers on your products? Etc.

Tip:  Helpful is to provide a mission statement for your blog. This helps define its purpose.

If you’re unclear about who your audience is, check your website analytics, email list, Facebook page and any other social platforms to get an understanding of your current audience and how they differ across different platforms.

2.     Evaluate Your Competition

Knowing which competitors have active blogs and understanding what they blog can provide you with great insight. Conduct a content audit of your competitors to discover what keywords they are currently ranking higher than you. What are they writing about? This can help you determine the keywords you should be writing and help you find a niche that your competitors may not yet have found.

3.     Do Some Keyword Research

When starting to brainstorm your blog content, build a list of five to 10 keyword groups to rank in the search engine.

Tips: Tools like kwfinder.com can help you find long-tail keywords that have low SEO competition.

4.     Promotion

When determining the best places to share your content, consider how you might repurpose an article. For example, pull out key quotes to use in a tweet, or create key images you can use across your different social platforms. 

Tip: Consider using tools like Canva to turn quote into shareable images.

5.     Assign Roles

There are many moving pieces involved in operating a successful blog, so it is important to document who is responsible for what. You can assign the roles to one or several people within your organization.

Here is a list of typical tasks involved: Strategy, editorial calendar creation and governance, keyword research, copy writing, editing, creative, promotion, and measurement.

If you have a small team, you may find yourself trying to take on all of these roles. You can check out websites like Fivrr or UpWork to search for qualified writers and editors to help you with your blog on a contract basis.

6.     Determine a Schedule and Frequency

By developing an editorial calendar and number of posts, your team can commit to will help create accountability for your blog.

Don't get overwhelmed by the number of posts larger organizations can produce in a month. It is important to define a realistic number of monthly posts that work for your business to create accountability and consistency.

7.     SEO Tips

Once you've created and written your first blog post, it's important to pay attention to the key role SEO plays in your content success. These are just a few manageable tips to consider before posting your first article. 

Tip: If you're looking to take a deeper dive into an SEO strategy, we recommend talking to an expert. There are many local experts here in Calgary who are great to work with, or you could search for a professional online.

1. Use one or two long tail keywords to help discover more qualified web traffic

2. Include your main keyword within your title text

3. Make sure your keyword is included in your body text, but only within a natural flow. Do not    keyword stuff

4. Optimize your URL before posting by including your keywords within it

5. Fill out your meta description to give search engines and readers information about your       posts content

To take a deeper dive into how to make your blog posts SEO friendly, we recommend checking out HubSpot’s post here.

Now it's your turn to get your creative juices flowing and start writing. Happy Blogging!

Have questions? Give us a shout!