Small Business Blogs: It's Time to Take the Plunge


Have you considered adding a blog to your marketing mix?  Whether your answer is yes or no, the time to have started is yesterday. 

Top industry leaders in virtually every field have added some sort of blog to their marketing communication strategy.  Daily, business trailblazers are using blogs to discuss the most revolutionary and innovative topics, to engage their target market and to generate leads. 

There are many reasons why blogging can be a fruitful lead generation tool.  I want to focus on the five most crucial reasons why right now is the time to start a blog for your business.

Reason 1:  Your Competitors are Doing it

If your direct competitors don’t yet have a blog on their website, they will, and here’s why:  According to a Social Marketing Writing article, 80% of daily blog traffic consists of new visitors.  Moreover, 70% of individuals learn about companies from articles posted to social media or their favorite newsletter, rather than through traditional ads.  People are actively searching out, connecting to, and engaging with companies that are relevant to them. 

With the inundation of ads and company pages to social media, unique content generation via blogging is the next marketing frontier, and the saturation has already begun.  Industry leaders are blogging vigorously as if their livelihood depends on it, and it’s because they’re seeing results.

Reason 2:  Increase Traffic to Your Site

I recently read in a Hubspot Marketing article that Google handles over 40,000 queries a second.  That is over 2.4 million searches every minute.  Take that in for a second.  That is A LOT of searching.  And while, many of those searches could be for the latest cat video or the newest political meme, it’s probable (and discoverable) that even a small percentage of those searches are coming from people looking for the exact products or services you offer.  Do you think you’re marketing mix is doing everything it takes to reach those individuals?  If you’re not blogging, the answer is no.

Blogging is a great way to increase your reach to those individuals who are looking for you but have yet to land on your page.  The secret is keyword optimization.  Search engines employ bots to continuously scan every website, making note of the words it finds and the frequency of those words. 

Blogs that appropriately incorporate certain commonly-searched words in a meaningful way receive higher rankings on Google, and ultimately result in increased website traffic.  Google rankings mean everything when trying to align your site with the people who are looking for you. I’ll be writing a separate post demonstrating a few exercises to evaluate your google ranking, so stay tuned.

Reason 3:  Demonstrate That You’re an Authority in Your Field

Industry leaders are finding every way possible to showcase their innovations and their opinions on topics related to their area of expertise.  In the eyes of the consumer, frequently seeing newly-generated content from the same source is an easy way to identify a company that knows what they’re doing. 

You want to be at the forefront of these conversations, starting trends rather than following them.  Blogs allow your business to be proactive instead of reactive.  When a client comes to you asking your opinion on the latest product or service, referencing content you’ve featured on your site is a great way to underline both your proficiency in and passion for your trade.

Reason 4:  Show Off Your Company Personality

Hosting a Blog on your site gives you the opportunity to express your individuality as a business-owner and as a company.  With blog writing, you’re free to tell a joke, to be moderately informal, and to discuss topics you’re passionate about. 

Aside from merely discussing business, you can highlight your philanthropy, introduce small bits of your personal life, or feature your employees.  Blogs are a great way for consumers to get to know the character and integrity of your business.  With the continual flood of in-your-face advertising, using a blog to build meaningful and long-lasting working relationships with your consumers is vital.

Reason 5:  Keep up With Your Brand’s Progression

It’s likely that the content on your website was written a decade or more ago.  And, while it may be an accurate representation of your overall business, it also might not be.  When was the last time you sat down and really revisited the content on your site to just see if it still` aligns with your brand philosophy? 

Starting a blog can be a great reflection tool, maintaining it will continually empower you to develop new professional beliefs and to keep an eye on your industry and your competitors.  By routinely writing new content addressing the evolution of your industry, you’ll end up peripherally reflecting on your own business and the ways in which it could use some revamping.

Well that’s it,  What are you waiting for?  The time is now; go start your blog!

If you’re unsure about where to start, our next post will cover:  5 Easy Steps to Starting a Blog