Should small businesses bother with blogging as part of their marketing mix?
We say a resounding yes to this, even when time and money is in short supply for marketing activities.
Our reason for saying yes… it works.
That’s what should drive your marketing decisions – testing, data, and at the end of the day “does this activity work for my business?”
The best marketers all use blogging as part of their marketing stack (most used marketing activities), which is always a good indication that there is value in blogging.
What exactly is blogging?
Blogging is a subset of “Content Marketing”.
Content Marketing is defined as:
While blogging is defined as:
So while Content marketing is a broader term that includes video, written blogs, social media etc, blogging is specifically the written word, on a website or webpage.
Blog is “web log” shortened. A “log” of events, information etc, on the web.
Rohit Ranchhod from Smart Brokers, a finance / mortgage business in New Zealand says that “using a blog helps us in a few ways. We get the SEO benefit, but also a chance to showcase some of our methods, prove credibility, and help people out as well.”
Ross Barnett, from Coombe Smith One50 Property Accountants says that “our blog helps us to educate people, and build trust. Sometimes people will follow our content for several years before they switch accountants, so the blog is very important for us to build that trust and keep the relationship going”
Blogging veteran, Ryan Biddulph, from Blogging from Paradise says “Blogging is useful for small businesses because publishing valuable, targeted content acts as a trust factor for any small business owner. Entrepreneurs need to earn the trust of potential customers but also have to gain exposure. Enter blogging. Blogging gains you credibility and exposure to exponential levels but only if you create and connect generously for quite a long time.
Blogging is no “get rich quick” scheme but if you put in the work and time for years this medium becomes a powerful tool for generating small business profits. Every post behaves like a brand ambassador, a profit booster, growing your business income.”
While Stuart Macadam is known for his paid ad management, he says “Blogging is a powerful way to build and grow a more engaged audience. While I help businesses with leads and sales, I have found that building an engaged community greatly assists with that. And blogging is a great place to start building that audience.”
Moss Clement, from Moss Media: “With limited funds and time to invest in your small business, you will struggle to drive leads. But blogging is an affordable way to maximize organic traffic and attract leads and paying clients to your business. Also, blogging is helpful because it lets you create brand awareness and build buzz around your small business while regularly providing value to your audience persona. Otherwise stated, blogging answers readers’ questions and transforms them from casual readers to paying customers.“
Stewart Gauld, small business marketing expert, says: “We find that blogging allows small businesses to build long term authority and credibility which ultimately drives brand awareness, leads and sales.”
Anthony Gaenzle – Owner, Anthony Gaenzle Marketing says: “Blogging is a powerful tool that can grow your brand’s authority and help boost your business. For small businesses with time constraints, there are options to consistently create blog content and enjoy the benefits of blogging without overextending yourself or your team. One such option is accepting guest posts. Consider creating at least one blog post per week written by your team. Then open it up to high-quality, well-written guest posts from outside authorities (not competitors). Not only will this allow you to create more blog content, but the guest contributors will then share the content they create with their audience. This extends the reach for your own business by getting your content in front of a whole new group.”
How to use Blogging for your Business:
Generally, people will use a wide range of content marketing activities to promote their business, grow their brand, and build trust.
Content marketing includes activities like social media, video, blogging, commenting, email marketing – anything where you as the business are putting out information in some way, that people read, watch, consume.
All of these activities, assuming that the business owners know their target market, help to grow your brand and online trust.
This is the key to winning with your digital marketing – trust and relationship building, on an ever increasingly busy internet.
Blogging can serve a wide variety of purposes.
- News and updates on the business. This can help repeat visits to your site as people want to stay in the loop, and also help with SEO as your news will be topical and based on subjects people are searching for.
- Product / service updates and information. You might blog about the products you sell, so that when people search for them online, your business comes up. Keywords that you are targeting on Google will also be the topics you write about.
- Ultimate guides and “go-to” resources on the internet. IF you can become the authority voice for a topic, your business will attract the right website visitors, and you’ll get other sites linking to your site, giving Google some very strong indications about your website.
The ability of blogging to help your business is only limited by your imagination.
This is the production of lots of small posts, across the various social media platforms, as tests to see which posts get comments and engagement.
The posts that rank highest with comments, we then turn into larger blog posts, which tends to produce good results on Google with higher ranking pages / posts.
The key is this – know what your ideal target market wants, and give it to them!
If you come from a “customer first” position rather than simply “selling” online, you’ll educate, grow authority, and grow your business over time.
Every single SEO professional that I know, and I know many, uses blogging as a key part of their SEO recipe, to elevate their clients websites on search engines (Google, Bing etc), so that they get more enquiries, and more customers.
You should blog too, even if it’s for an hour a month, over time, this could transform your business!
Need a hand? Track me down –
Corey Hinde | Marketing Director | SEO
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