Blogging for a small business is different from blogging as a professional blogger (“problogger”) who is making money with advertisements or affiliate products on their site. As a small business, you benefit from your company blog in a variety of ways that make your situation different from an internet marketer or problogger.
The mere existence of a professional-looking web site with information about you, your company and products is a start. Having a nice-looking blog with quality content adds to that impression (“Yes, we’re a real business!”) and goes a long way to comforting sometimes wary customers. Remember, you don’t just qualify your new prospects, they qualify you! If they don’t see what they like, they just have to close the page. If they can’t find you online, they probably won’t buy from you.
A step beyond credibility is authority. Even a limited amount of very authoritative content on your company blog can impress potential clients and help you turn them into prospects (i.e., they call you, ask for a consultation or sign up for your free report or other lead generation mechanism). To achieve this, your content has to be very valuable, well-written and helpful (i.e., solves a problem). It generally helps to have a specific point of view versus trying to play it safe.
3) Search Engine Optimization
More content is better, but having some relevant, keyword-rich content is better than none. Ranking on page 1 in the search engines for industry-specific and local keywords can definitely help a small business get more leads. Even if they are less trafficked terms (like “San Diego boat cleaning service”), there are a lot of combinations of keywords that you can rank for. If you generate relevant and focused content, you can potentially rank your site for various combinations and start getting this regular, free traffic. Blogging is the best way to add more content that Google and the other search engines love to put into their index.
4) Goodwill With Your Potential Customers
A problogger is less concerned about helping potential customers than they are about getting them to their site and then selling them on a product or getting them to click on an ad. As a small business, you want to generate goodwill with your potential customers, help them answer their questions, and to become a valued resource.
5) Industry Connections
When you start blogging as a small business and promoting your content via social media, you start to get noticed more by other related businesses. Many times this can lead to partnership discussions, referral network opportunities, guest posting opportunities or can generally increase awareness of your brand. You’ll be surprised what can happen if you start getting more active!
For these reasons, I highly recommend you spend the time to get your small business blog in order and think about how you’re going to get found, impress customers and get more business!
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