If you are an SME owner you have probably tried various types of marketing, but have you discovered the benefits of a small business blog? In this article, we dive into the reasons why posting regular online articles can elevate your brand visibility, creating more opportunities.
Navigating the choppy waters of running a business inevitably involves casting a net far and wide to catch new customers. Rather than trawling the ocean alone, imagine if your customers came and found you – saving you time and energy. This is how a blog section can be used as bait to attract your next big customer.
While blogging might not seem as eye-catching as the latest TikTok craze, I believe it is one of the best tools for boosting your online presence. Read on to learn more…
Increase traffic to your website
Creating a website is a significant business investment, so it makes sense to maximise your return. To gauge the performance of your online portal, please write down an honest answer to these two questions:
- Are you happy with your current website?
- How many customers per month find you online?
If you would like your website to work harder, a small business blog is a simple and cost-effective way to drive up your website traffic. In the confusing sea of online information, each blog acts as a buoy, attracting passing customers who are interested in what you have to offer.
So how does this work? Well, here comes the technical bit…
Research has shown that 68% of online experiences begin with a search engine. Attracting customers who use Google, Bing etc involves a technique called search engine optimisation (SEO). SEO is seen as a cornerstone of any successful online marketing strategy, and involves publishing high-quality content containing relevant keywords.
If your small business blog uses keywords that people type into search engines, you can significantly improve your website’s visibility in search engine results pages (SERPs). Search engines love fresh content, so a well-written blog will push your site up the rankings, hopefully higher than your main competition.
For example, if you only update your website once a year, Google will make infrequent visits to rank and index your site. However, if you update your website twice a month, Google will return more often meaning your ranking will be higher.
According to HubSpot, websites with active blogs have 434% more indexed pages and 97% more inbound links than those without. So every small business blog needs to include SEO techniques to make the maximum impact.
Blogs establish brand authority
Today’s digital world allows consumers to do their research before they buy. This means that businesses need a high-quality online presence to rise above the competition. If your website is small and basic, you will not establish the brand authority required to gain the trust and loyalty of your target audience.
Publishing a regular small business blog provides the perfect platform to showcase your expertise, share industry insights and offer advice to your audience. By consistently delivering valuable content that informs and entertains your readers, you position yourself as a thought leader in your field, earning the trust and respect of your audience.
Treat your website as your digital canvas where you can captivate hearts and minds one post at a time.
Blogs boost lead generation
By driving traffic to your website, a well-executed small business blog can also act as a powerful lead-generation tool. To do this, you need to consider the customer journey through your website so they can easily find the information they need and have the option to buy.
Firstly, decide what you want customers to do. For example, you could invite readers to subscribe to your newsletter, download a free resource, or request a consultation. Incorporate calls-to-action (CTAs) within your blog so you can capture leads and nurture them through the sales funnel.
By explaining how you and your company can offer solutions by addressing pain points, you are more likely to attract qualified leads who are genuinely interested in what you have to offer, increasing the likelihood of conversion.
Case study: local tree surgeons
Several years ago I was approached by a local tree surgery business that was unhappy with its online presence. While the company had a website, it was clunky and did not appear on search results for anyone looking for tree surgeons in the local area. I remember scrolling down as far as page 10 on Google, and I still hadn’t found them.
Working alongside a talented website designer and SEO expert, we created a new website that targeted the relevant keywords based on the industry and geographical area. I wrote the content for the website pages, including several articles for the blog section (so that it didn’t look new and empty).
After the website was launched, I continued to add a monthly blog that focused on a different keyphrase while including cornerstone keywords. The result was that the site started to appear on page two of Google and soon made it onto the first page, appearing among the first six results.
Not surprisingly, the result was increased website traffic and a boom in online enquiries from customers. The business continues to grow and I am writing blogs covering new services and a wider geographical area.
Do you need a small business blog?
Hopefully, you now understand the many benefits of writing a small business blog for your website. From driving increased website traffic and improving SEO to establishing brand authority and generating leads, publishing a regular blog can be a game-changer for your online presence and bottom line.
While results might not be immediate, blogging is a worthy investment for any company looking to stand out in today’s crowded marketplace.
In my experience, busy business owners simply do not have the time or expertise to produce quality content for their website. As a qualified journalist and experienced blog writer, I help clients in a diverse range of sectors to reach new clients. From manufacturing to mindfulness, I can write and upload blogs to your website so you can concentrate on doing what you do best.
For more information, contact me at Wordsmart Communications today.