5 Reasons to Launch a Small Business Blog

Written on June 22, 2011 – 2:30 pm | by Samir Balwani |

Many business owners are scared to launch a business blog; they feel that the risks are too high or the investment too great. They feel that the resources could be used better in other places and in more traditional marketing.

The truth is that small business blogs can be one of the most powerful marketing channels. They can introduce masses of new leads, generate more traffic to product pages, or elevate a brand.

 

It’s always been said that content is king online, but still small business owners balk at the idea of launching a blog.

I want to convince you that it’s in your best interest to launch a blog, so let me give you five specific reasons that I think will change your mind.

Reason 1: Content Acts as Landing Pages

I’m assuming you already have a website; it probably has a home page, an about page, and possible a contact page. The total weight of your website online is three pages. That’s a relatively small website.

Online search engines can drive a lot of traffic to a website, but before they can do that you have to have pages that they find relevant. With only three pages, online searchers will only find your website from keywords that closely relate to your brand.

When you create a business blog, now you’re able to write article about your services, new theories, and even case studies. Your online footprint begins to grow with each article you publish.

The bigger your online footprint, the more traffic you can drive to your site – the more leads you can generate.

Reason 2: Highlight Expertise

When trying to close a deal, most sales people will tell you that trust is an important aspect. If your client doesn’t trust you, it’s going to be hard to get them to sign up with you (just ask used cars salesmen).

Small business can use their blog as a platform from which to build their trust level with consumers.

When I look for a specific service, for example an accountant, I might get a recommendation from a friend but I’ll always still Google the company. Potential consumers do their own research beyond recommendations they get from others.

Business blog can be used to highlight expertise by including previous case studies, pointing out clients, and explaining what makes the company different.

Reason 3: Cultivate a Community

New clients are great, but return clients are awesome. It’s an amazing feeling to have clients that are so happy with your work that they keep calling you back. These clients, that feel attached to your brand, are the ones that rave about you to your friends.

With a small business blog, you give these clients a reason to come back to your website. They want to know what you’re doing, what you’re thinking, new services you’re offering, and how they can be a part of your brand.

Interacting with readers in the comments of your articles, makes these users feel like they have a one on one connection with the brand.

Although not a full-fledged social network, a blog’s comments can still lead to a sense of community and build brand loyalty.

Reason 4: Create an Online Sales Funnel

It’s rare for a customer to just come to your site and order your services. Instead, it usually takes time for a potential lead to take the next step and contact the business or sign up for a service.

Blogs can give a potential lead reason to come back over and over again. It can also convince a reader to become a customer.

Consider the following sales funnel:

  • Step 1: User searches for information on what taxes to file for their business
  • Step 2: User finds your article that outlines which forms businesses should fill out
  • Step 3: User sees that you offer accounting service
  • Step 4: User goes to services page for more information
  • Step 5: User fill in form to inquire more about your accounting services
  • Step 6: User becomes new client

This kind of sales funnel occurs regularly online. The client was introduced to your services because of an expertise that you highlighted- leading them to flow through the funnel and contacting you for your services.

Reason 5: Get in a Customer’s Inbox

There’s one marketing channel that is often underutilized but can be a great boon to small business owners. The email inbox is a great way to bring your business to consumers instead of waiting for them to come to you.

How does a business blog get you in a customer’s inbox? Simple, give readers the opportunity to subscribe to your latest blog posts. They won’t want to miss out on your insights so readers will sign up for your newsletters.

Once they subscribe, they’ll be added to your mailing list and you can connect with them whenever you have major announcements or new sales. (Use your mailing list carefully, you don’t want them to mark you as spam).

shareski

Newsletters are a huge opportunity and definitely on small business owners don’t want to miss. Having a blog, gives you an opportunity to supercharge your newsletter and grow your subscriber list.

Bonus Reason 6: Viral Content

Want proof that blogging really pays off? Here’s an example. Louisville Painters wrote an article about colorful cities which drove over 36,000 views.

Viral content doesn’t always work, but when it does it’s huge. Try new ideas and expand beyond just what your business does. When you write about fun topics and really show how excited you are about your business, others become excited too. This is what leads to shared content, more traffic, and increased leads.

Conclusion

I hope these 5 reasons have convince you to launch your own small business blog. If you’re still worried about the resources or technical skills needed to have a blog, don’t be. It’s actually not all that hard.

There’s so many resources online to help you get started and a number of services that you can use to get setup. Of course, if you have any problems you can always leave a comment here or ask me directly.

So go ahead, get started. Leave a comment and share your blog once it’s up. Already have a business blog? Post a link so we can all see it!

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  1. 7 Responses to “5 Reasons to Launch a Small Business Blog”

  2. By Lisa on Jun 23, 2011 | Reply

    Great tips. You’re right, there are a lot of business owners that don’t understand how important a blog can be. Most people that I’ve talked to make it much harder than it has to be. Once you get the hang of blog writing it really doesn’t take up much time and it is definitely worth it.

  3. By Samir Balwani on Jun 23, 2011 | Reply

    Thanks Lisa! It’s so true, as soon as you start writing you get addicted to it. I love updating my blog, I even do more than one now 😉 haha.

  4. By Company Registration on Jul 8, 2011 | Reply

    Useful info Lisa! How would one balance posting content on your website with posting on your blog though? Sometimes it feels like you’re doubling your work!

  5. By Brittany at Sprout Social on Jul 15, 2011 | Reply

    Completely agree with your points as to why small business owners should invest the time into blogging! It’s definitely one of those things that will become part of your routine and easier to do consistently as time goes on.

  6. By Simon on Jul 20, 2011 | Reply

    Hmmmmm, not sure.

    Whilst I agree with all that you write, most of my clients (I deliver marketing/web advice to small medium enterprises in the UK) do not find blogging/tweeting intuitive or engaging.

    As a result on the rare occasions that they do blog, it is badly written and unremarkable.

    … Enter the ghost writer! If they can find someone to write their posts that’s all well and good, but bad blogging is just brand debris!

  7. By Fred Catona on Jul 21, 2011 | Reply

    Blogging has been one of the single most important things that I have done for both myself and my company. It not only helps retain customers (like you mentioned in Reason 3) but also serves as an outlet where I can share what I know about my specific business to others who are interested.

    Great article!

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