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So yes, this is a very self-involved blog post, as its content concerns itself completely with the reason for its own existence – and importance! However, please bear with all this narcissism and take the information seriously, as small business blogging could greatly benefit your bottom line.
If you regularly post new, useful information on your website, it will be picked up by search engines and up your spot on their results pages. (Read more on how to work up a romance between your business and the search engines here.) There is no better way to continually create crisp content than through a blog.
Small business blogging is the basis of social media and online marketing. By means of appealing posts, people are lured to your website – and therefore to your business – from social media platforms such as Facebook, Twitter, LinkedIn or through email newsletters.
With a better ranking on Google and more traffic to your site, you increase the number of people who will respond to your sales calls – which is ultimately the goal of any marketing campaign. Essentially, you gain clientele and make more money when more individuals see what you have to offer.
Small business blogging boosts brand awareness. A blog provides your business with a personality and a voice, thereby making people feel acquainted and comfortable with your company. Even famous brands need blogs in order to be constantly visible and remind faithful customers of their products and services.
Through quality content, you contribute to customers’ confidence in your company. By providing meaningful material, you establish yourself as an expert in your field, which makes your brand seem much more appealing and legitimate. In the end, it’s all about the image!
Small business blogging entails long-term, cost-effective marketing. A single blog post could be working for you for years to come as search engines direct people to it and as it is found and shared or re-shared on social media. You could even be generating sales through it while your entire marketing team is snorkelling in Mauritius – now that is bargain broadcasting at its best!
Technology which analyses data from your blog could provide you with very useful insights into your audience and the public’s feelings. Find out facts like: Which topics attracted the most attention? What makes people excited or angry? What crowd is likely to follow and comment on your endeavours? Blog analytics is also an easy way to “test the waters” before investing in a new product, service or event. Small business blogging is thus a channel for quick and easy market research.
Small business blogging is a two-way dialogue and very instrumental in fostering positive customer relationships. Through sharing content, you have the opportunity to provide information to the public and they have the opportunity to comment or ask questions in a thread following the post. Make sure you respond to all of these.
Whether you hire a professional content writer (which is highly recommendable!) or do the blogging yourself, you will need to think about the topics you would like to cover. This process provides a platform for the continual redefining and refocusing of your brand. It also forces you to stay on top of trends and developments in your field.
As a business, you are obviously focussed on return on investment rather than providing inspiring bedtime tales to the cyber crowd. However, through your blog you can share stories, information and opinions that might otherwise have been lost. Many people find the idea of their business leaving a legacy and contributing to society as another great incentive to have a blog.
Small business blogging will benefit your business’ growth. If you do not have one yet, it is time to make this important investment in your marketing mission. If you need help, Pathfind Media is equipped to help you out with the creation of quality content.
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