Do you run a small or medium-sized enterprise with just a handful of staff or even just yourself? It’s so difficult being the salesperson, the marketer, the cleaner, the accountant and HR. I get it, I’ve been there! There are so many tasks as a business owner that are added daily to that never-ending to-do list. Then when you throw in another element it brings fear to you, that’s why you’ve left blogging on the back burner right?
The thing is, blogging is fundamental and crucial to your success as a business, regardless of the industry you’re in as it brings visibility.
You may think, oh my goodness I’m not a very good writer or you may think that it’s too difficult. However, a blog on your website (and a regularly updated blog at that) should never be overlooked as it’s one of the best free marketing tools that you have at your disposal as a business owner.
Blogging is just for those millennials who think it’s a real career? Yup, I’ve heard that many a time and whilst yes it is a career for many, myself included (as blogs are also businesses) you might be wondering
- How often should you post?
- What should I post?
- Where do I get inspiration from?
- How is it really going to help my business?
A study compiled by Hubspot found that consistent posting can increase your website traffic by up to 4x. Imagine that? You post on your blog, share it across your social channels, in your newsletter and with your customers and not only do you stay at the forefront of their minds, you’ll also attract more customers to your business. AND GUESS WHAT? A blog is completely free!
First thing’s first and what you really need to know is that you must be consistent! Regardless if it’s daily, weekly or monthly in order for your blog to help drive you a greater visibility you have to be consistent. Set aside an hour a week to create content, like you would with your social media or newsletter. Even better tie them all in together so it flows succinctly.
Do I really need a blog for my business?
YES in short. When you add blog posts to your site it keeps your web content super fresh which improves your SEO, need help understanding SEO? You’ll find a useful article here. Search engines love fresh content and chances are if you blog over your competitor who doesn’t, you’ll end up ranking higher on searches than them.
Search engines reward your website for offering good quality content, they value their user’s experiences. So if they can lead them to content that’s great they fulfil their role. Your job is to create great content which will mean increased traffic to your site, which means increased leads, shares, sign-ups and ultimately sales.
Nobody wants to read the hard sell on any of your media, people like to buy they don’t like to be sold to. You should create posts full of value; from information and tricks to coverage of events relevant to your industry. Offering your blog as a free service builds trust and brand loyalty.
If you’re a hairdresser you could post ‘Top 10 hairstyles for Summer 2018’
A plumber ‘Has your boiler frozen? This tip will thaw your pipes instantly’
If you’re a dog walker you could write ‘Things you need to know before buying a puppy’
All of these are giving the readers value and are searched for tips or topics too, which will drive traffic to your site and could turn into potential customers. Ah, Laura but that’s limited. What else could I write? Let’s use these examples again and provide a second blog’s title
Hairdresser: ‘Tips for keeping that salon glow’
Plumber: ‘How to choose a reputable plumber’
Dog Walker: ‘Top 10 dog walks in Newcastle’
If you post regularly you’re going to showcase your knowledge and experience in your industry. Which will show your brand and business as an authoritative figure?
How often should you post?
There’s absolutely no right or wrong answer here. Quality over quantity is the key. Secondly, you have to be able to commit to creating content on a regular and consistent the frame.
Your blog should enhance your business so post only what is feasible and of value. Again a HubSpot statistic shows that 11 posts or more per month see the greatest increase in traffic. Yikes, I know you’re already thinking this sounds like so much writing. However, you can create your posts with ease.
What I always suggest with businesses I work with and bloggers who ask for tips and advice on ranking higher on search engines without reaching burn out is to have a bank of content. Spend one day just writing content, whether this is a week or a month.
I personally spend one day a week writing as much blog content as I can and then schedule it to go out the following weeks.
When you feel inspired add a title to your notes and just write when you can. If you have titles you have somewhere to go from. I often when I’m out and about have ideas, I just take my phone out and write down my inspiration for when I get back to my laptop to write.
If you write a bulk of posts don’t publish them all at once, schedule them to go live at a later date which fits in with your schedule. Say you post once a week on a Friday. Schedule them to go out each Friday, but don’t forget to continue writing content so you never run out.
Just do it!
Don’t put it off, once you realise the power and ability that blogging has to give you the exponential online exposure you’ll want to get ahead straight away.
I promise you, the first post is the most difficult, so just get something written and up there. It doesn’t have to be perfect just get it done. You’ll start to get better, the more you write and get to grips with it. Always try and link your posts together too!
Grab your calendar and get planning. If you start with a subject and then break it down into what you know. Always remember you should be educating, informing or entertaining your audience.
Remember to be you, be authentic and enjoy the process. Once you’ve published your post share it across your social media and on your newsletter, encourage your customers and followers to share it too and comment on your post!
If you are looking for more advice on setting up a blog and creating a monumental marketing tool perhaps you might be interested in our ‘Setting up a blog FREE mini-course’ as part of our sister site ELLEfluence.