Ignore Small Business Blogging at Your Peril

There was a time not so long ago where blogs were mainly kept as personal journals. Today there are still some people who blog personally, but there are also a lot of other kinds of bloggers, including small businesses who have had a lot of success blogging to help build their business. Let’s take a look at some of the huge benefits of small business blogging.

Small business blogging requires a bit of work, but your efforts are well worth it.

Small business blogging requires a bit of work, but your efforts are well worth it.

Blogging Builds Authority

One of the most important things you can do for your business is show the world that you know what you’re doing. Becoming a regarded expert in your field is one of the best ways to build your profile and have customers come to you.

That’s all fine and good, but there’s another important thing to consider: on the web, “authority” has another meaning. If you ask a search engine, authority is a ranking of the overall quality of a website. The higher the authority, the more likely the site is to appear higher in search results. Blogging is an excellent way to build both kinds of authority. Show your expertise, be helpful, and reap the benefits.

Search Engines Love Blogs

As we’ve seen, building up authority is an excellent way to give your site a push in search engines, but there are actually more search engine benefits to small business blogging. One of the best things about blogs is that, if updated on a regular basis, you’re building up a library of quality content on your site. The more content you have, the more search engines can crawl and index.

Of course, a lot of this depends on you blogged effectively. That means that all your blogs should be related to the main purpose of your site, and each post should have a very clear subject. Don’t get too far off subject too often, because it’s important for your site to have a common thread. We’ll address this more in depth in a future post.

Furthermore, by posting helpful content, other people are going to start linking to you. Links are the currency of the web, so the more sites that link to you, the better, especially if those sites address similar topics as yours.

Show Your Personality

The copy on your site should be short, easy to read, and on point. Often, that leaves little room for personality (although not necessarily). Blogging gives you the opportunity to inject a lot of this personality back into your website, and lets your potential customers really get to know you. People are more comfortable working with a vendor that they like, and blogged is a fantastic way to show off your likability and build relationships, which brings us to…

Interact with Your Customers

One of the biggest strengths of blogging is the commenting system baked into almost every blogging platform on the market. Comments give your customers and potential customers the chance to ask questions, sing your praises, and avail themselves to your help. When small business bloggers manage these discussions well and respond promptly, they build a strong reputation for knowledge fantastic customer service.

As an added bonus, those comments will give you a unique insight into your customer base. Pay attention and ask the right questions, and they might just tell you exactly what they want. That’s valuable information that you can use to tweak the rest of your site’s content, or even modify the products and services you offer, to better meet the actual needs of your buyers.

Of course, this makes a lot of people nervous. Will allowing comments really be a positive thing, or will it just give trolls the opportunity to try to make you look bad? That’s certainly a concern, but the benefits outweigh these concerns. Besides which, dealing with trolls effectively can do wonders for building trust with your audience.

Blogs Encourage Browsing & Return Traffic

Post interesting content to your small business blog, and keep your customers coming back for more.

Post interesting content to your small business blog, and keep your customers coming back for more.

Getting traffic to your site can be challenging, so keeping that hard earned traffic is extremely important. Blogging is an effective way to do just that, and encourage your visitors to continue coming back as you add new content. If someone happens upon you blog and takes interest in one of your posts, there’s a good chance that they’ll want to see what else you have to say.

By ensuring that you have a good amount and variety of high quality content, you’re giving your potential customers lots of options when it comes to browsing. The longer they spend on your site, and the more often they return, the better their opinion of you. Studies show that it’s extremely difficult to make a sale on a customer’s first visit, but it gets easier and easier the more often those customers come back.

Next Steps

These are just sampling of the many benefits of small business blogging. If you’ve been on the fence about starting a blog for your business, I hope this pushes you toward doing so. Watch this space for more information about small business blogging in the future, including an article addressing a lot of the excuses people have for not blogging (the future is now! read my post on busting blogging myths).

Have questions or comments? Don’t be shy, use that comment form!

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