Small businesses are often strapped for cash (especially at times of national or global emergency or recession), which is why the decision to trim the fat usually means that marketing is the first in line for budget cuts.
Being frugal and cost-conscious, small business owners think hard before investing in marketing. It’s obvious that they won’t jump at the idea of business blogging as it’s a long-term strategy that takes time to take off and bring benefits.
However, by hesitating to start a business blog and hire a well-versed writer, they’re missing out on an opportunity to spread the word about their company, educate their prospects, build loyalty with their customers, and establish themselves as an authority, among many other things.
Given that only superb, high-quality content brings good results, it’s essential to allocate a budget for this strategy.
Here’s why you shouldn’t consider this money an expense but an investment…
Boost Your Search Engine Rankings
If we bear in mind that there are 30.2 million small businesses in the U.S. and almost 6 million in the UK only, it’s not hard to conclude that cutting through all that noise and reaching your target audience can be challenging.
In order for your business to be more visible to your potential customers, it has to pop up in their search results regularly. That’s where search engine optimisation (SEO) comes in.
This marketing strategy goes hand in hand with content marketing and revolves around publishing relevant blog posts enriched with keywords your potential customers search for. Google’s algorithms rank pages based on how relevant and high-quality their content is.
By generating and publishing well-optimised content, you’ll manage to get it higher in search engine results, thus catching the eye of your target audience.
SEO relies on a number of tactics, including guest blogging and backlinking, and all of them require writing content that will add value to readers.
Generate High-Quality Traffic
No matter what industry you’re in, having a website that only offers information about your business and products won’t bring you too many visitors.
People like to read stories and learn new things. And you can only do that through blogging.
Let’s say your business sells steam cleaners. By providing your potential customers with additional tips and tricks on how to keep their home or office clean, you’re educating them and giving them something valuable for free.
Now imagine how many people look for cleaning tips on the internet – and with well-written blog posts on this topic, you can expect that a lot of them will land on your website.
B2B industries can particularly benefit from educational blog posts, as their products and services can be very complex and difficult to grasp. That’s why it’s important to showcase their advantages to potential customers through practical examples and by explaining how exactly they can solve particular pain points.
Generally speaking, creating so-called evergreen content is the best way to capitalise on your business blogging efforts and attract additional traffic. Namely, instead of constantly writing new blog posts, it’s a good idea to conduct an audit and build on existing content by increasing its length and quality.
Blogging opens the doors to other inbound marketing methods, and in this case, it’s email marketing.
By asking your website visitors to register in order to be able to access your content, you can easily collect their contact information, adding subscribers to your marketing funnel and later sending them tailored email campaigns.
These email messages can contain your promotions and offers, and since they’re paired with other less “salesy” and pushy tactics, they will be more likely to succeed in converting your prospects. Besides that, you can also introduce weekly newsletters and share actionable tips and tricks with your subscribers.
The trick is to establish as many touchpoints as possible with your potential customers and have a comprehensive approach to nurturing these contacts.
Blogging is an excellent way of kick-starting this entire inbound strategy because high-quality, useful content will get them to sign up and receive your updates on a regular basis.
It’s worth mentioning that email is one of the most cost-effective marketing methods as it generates $38 for every dollar spent. What this means is that investing in blogging can have multifold advantages, as building a verified list is essential for every business.
Establish Yourself as an Authority in Your Industry
Entrepreneurs who blog can showcase their expertise.
By taking this approach, you can position yourself as a reliable source of information, thus building trust and credibility with your audience. They will perceive you as someone who can offer them solutions for their pain points and help them grow their businesses or improve their lives.
This authority is very likely to lead to profitability. The maths is clear – people prefer to do business and purchase from companies led or represented by distinguished experts.
Although this isn’t an easy task, business blogging can help you a great deal with it. The thing is that even if you’re not well-versed when it comes to writing, you can communicate your ideas and experience to a professional capable of transforming your words into superior content.
In a nutshell, by educating your audience and producing content that resonates with them, they will trust you when it comes to offering them the products, services, and solutions they need.
Strengthen Relationships With Your Customers
Brands that put themselves before their customers (in the sense that they don’t have a customer-centric approach), find it difficult to build meaningful connections with their audience.
If you want your business to connect with your customers on a deeper, more meaningful level, it’s crucial to understand their needs and interests, and communicate with them.
Just like you monitor your social media channels and respond to your followers’ comments, it’s a good idea to encourage your readers to share their opinions in the comments below your blog posts.
That way, you can engage in conversations with them and prompt them to give you feedback and learn as much as possible about them. You can even respond to their questions and discuss your products and services on your blog.
Don’t forget that these comments last longer and have better visibility than the ones on Twitter or Facebook – every time someone reads your blog post, they will also see these comments like its extension, and perhaps even decide to join the conversation.
This is one of the best ways to grow your community and get to know the people interested in your business.
An active and popular blog on a website is a clear signal that the business is successful. Consumers are more likely to purchase from a company with a consistent and relevant blog.
In other words, if a prospect has to choose between buying from a company with an outdated and uninteresting blog or the one that constantly provides valuable and educational content, they will opt for the latter.
A combination of different factors is responsible for this. It’s a matter of trust, as well as the fact that companies that walk the extra mile in order to educate their customers through blogging actually help them pick the best products and services for their needs.
Business blogging comes with a price tag, but its positive effects can turn the resources you pour into it into a worthwhile investment.
Producing quality content can bring you a lot of traffic, conversions, and profit, but the keyword here is “quality.” So, if you want to benefit from this strategy, make sure to hire the right people for the job and pay them accordingly.