Are you a small business owner who’s considering creating a blog, but you’re not sure if it will really increase traffic to your website? Or, perhaps you’ve already decided that you’re going to blog, that you must blog, but you have no clue where to start. Maybe the idea even terrifies you a little bit. After all, writing about your own business can be hard!
As a professional ghostwriter and business blogger who has written thousands of blogs for business owners, I’m going to tell you right now that your company will definitely benefit from having a blog – but you need good, quality content.
You can’t post just any blog and expect the phones to light up like Christmas trees – it doesn’t work that way. You have to answer people’s questions, help them with their problems, offer solutions, inspire them, and even touch on the human aspect of it all; make them relate to what you’re saying.
What Are the Benefits of Having a Blog?
If you’re like a lot of new entrepreneurs or small business owners, hiring a professional business blogger may not be in your marketing budget…yet. But, that’s OK! I’m going to explain the benefits of having a business blog, along with some tips so you can hit the keyboard, and the ground running.
Some of the key benefits of having a blog, include:
- It sends traffic to your website.
- It establishes your online presence.
- It helps fuel SEO (search engine optimization).
- It establishes you as an expert in your field.
- It humanizes you as a business owner (people do business with people they like).
- It allows you to show your expertise.
- Blogs are free marketing and PR.
- You can repurpose blogs, especially popular ones. More free marketing!
- As you blog, it helps you stay on top of industry trends and news.
- It’s fun!
Still not convinced you need a blog? According to HubSpot, B2B marketers that blog receive 67% more leads compared to those that don’t. What’s more, the marketers who make blogging a priority have a 13x higher chance of enjoying a positive ROI, reports HubSpot.
It’s true. Content is King.
If you’ve repeatedly heard, “Content is King,” I’m not going to lie, it’s true. In order to rank well on search engines like Google, you must deliver quality content. Otherwise, your blog will be on page 5 or 10 of Google and nobody’s going to find it.
Most readers don’t make it past page two of their Google search without getting bored, so you definitely want your blogs to rank well. The million dollar questions is, how do you do it when you don’t know anything about SEO?
As a business owner, you know a thing or two. You know a lot about your business, its product and services, and how it can help people. I can guarantee that you have an audience, and thousands, if not millions of people would eat up on what you have to say.
In a nutshell, here’s how to cultivate your awesome blogging skills:
- Know your audience. Who are your customers? Are they Baby Boomers, mothers in their 30s, or teenagers? If your customers are married retirees, by all means, don’t write for single Millennials. Make sure your content is written for your audience.
- Answer questions – this is critical. For example, if you have a plumbing company and customers are always asking you what not to put down the garbage disposal, write a blog about it.
- Keep it simple. I understand that you are probably well-versed in your industry’s lingo, but your customers may not be. Even if you just opened a criminal defense law firm, your clients are probably everyday people without legal degrees. If you are compelled to use legal terms in your blogs, use simple language to explain what they mean.
- A great way to be a reliable resource is to link to reputable organizations in your blogs. For example, I sometimes link to the International Franchise Association, the U.S. Small Business Administration, and the National Highway Traffic Safety Administration in my business blogs. Which organizations are tied to your business, and how can you incorporate them into your blogs?
- Whenever you use statistics, reference the source. If a reader can’t confirm the stats online, your credibility is lost.
- Be original – don’t copy others’ work. Plagiarism is not tolerated, and most savvy companies will find out you copied through Copyscape.
- Make sure your blog is easy to read. I advise against, big, chunky paragraphs that are difficult to read. When people scan over a blog, it needs to be “easy on the eyes,” and visually pleasing.
- Use an image. In content marketing, it’s well-understood that blogs and social media posts with images get significantly more clicks and traffic.
- As far as frequency, it's good to start with one blog a week.
If you’re stressed about key word optimization – don’t be. These days, Google is caring less about key words and more about the quality and frequency of blog posts. Trust me, your customers, current and future, want to know what you have to say, so utilize blogging as a way to connect to your audience and the world!
Elainna Ciaramella is an independent journalist, business blogger, and ghostwriter for entrepreneurs and business professionals nationwide. She has written extensively on the topics of business, entrepreneurship, law, and medicine. She is well-versed in search engine optimization, content marketing, and social media. You can connect with her on LinkedIn, Twitter, Facebook, Google +, and Instagram.
Originally published on LinkedIn.