As a small business owner, you have endless concerns and aspects of your business to focus on each day. Managing employees, finances, product development and more might cause you to overlook a strong tool for your marketing strategy: a blog. We’ll explain what a business blog is, why creating a blog for your small business can help boost your online visibility and engage your target audience, and how to achieve doing so.
Because “blog” is such a jovial term, it can often be overlooked in marketing strategies or given a lower priority. However, because almost all businesses have an online presence today, it’s important to boost your website’s search engine rankings. A consistent blog is a key tool in supporting your business’s growth.
Many people have heard the term “blogging,” but might not understand exactly what the word means. While you might think that a blog is just an online journal or diary, which by definition it is; however, it can be much more than that. Your business blog should offer informational and factual content, focusing on a particular subject that is relevant to your business.
What is a Business Blog
A business blog is a section of your business’s website that contain short form content related to your business’s industry. Blogs have become an essential part of a business’s marketing plan, and have become increasingly common among all types of businesses.
If this something that you have neglected to include in your marketing plan, have no fear. Since your blog will be related to your business and industry, and you own that business, you’re sure to be an expert on the topics you’d want to include in it.
How Can a Blog Increase SEO?
As stated earlier, nearly every business has some sort of online presence today, and with an increase in visibility competition, you’ll need to make sure your website has high authority in search engines. A blog can help increase SEO rankings through a number of factors that improve SEO.
First, a blog will contain keywords relevant to your business. Increasing your keyword density throughout your website in unique pieces of content will help boost your ranking. Chances are, you will need to look for longer, more specific keywords related to your business that you will have a better chance of ranking for, rather than basic term searches. These long-tail keywords are typically four or more words, and are sometimes difficult to fit in product pages or other landing pages on your website; therefore, they can be used nicely in blog posts. These long-tail keywords may be more specific and are not as commonly searched, however, the people who are searching those terms are in your target audience, and you will have a better chance of landing on page one, generating traffic from them.
Additionally, blogs are a great place to provide internal links. If you mention a specific product in your blog, make sure you link to your product page for it. You can link whatever page on your website that is relevant and beneficial, such as to another blog post, a landing page, or a list of services page.
A Blog Will Engage Your Target Audience, Potentially Long-Term
Providing a great, engaging blog will not only get people to click on your site, but will actually make them stay longer, and come back for more. If you have a well-written and educational blog, your audience is going to take the time to read what you have to say, and not just click out of the page again.
This is the perfect opportunity for you to educate your audience on topics in your industry, and provide valuable information about your business and products or services. Your blog has now become a tool for your audience to learn and find what they need all on one website.
Plus, your blog also provides you the platform to demonstrate your expertise and mastery of your field. The more knowledgeable you are in your blog, the more your readers will regard your business and website as their go-to. Because you will also be maintaining and updating your blog consistently, your information with be fresh and accurate for your readers.
When your business website also serves as a great resource for information, readers will begin to trust you and turn into loyal customers.
How to Build a Successful Blog
The most important part of your blog is the content. Write about topics that are interesting, useful, and relevant to your business or industry. You’ll also want your content to be easy to read, and not too long or too short. Don’t forget to do your keyword research and add those keywords you’re aiming to rank for in your posts.
Incorporate different media and visual elements into your posts. Readers have trouble staying focused on scrolling through endless text. Using videos, photos, charts, and infographics will break up the text and help readers retain the information.
Be consistent with your posts. If you want readers to return to your blog and website, you need to provide them something to return to. Stay up to date on topics in your industry, and publish your content regarding them in a timely manner. How often you post is up to you and the amount of resources you can allocate to your blog, but just make sure to be on a consistent schedule.
Lastly, don’t forget to promote your blog and nurture its growth. Your blog won’t be an overnight sensation once you start it. Post your new content on social media and include it in your newsletter to start generating traffic to it, and make sure that each post is shareable from your website. You might not see the benefits of your blog right away, but be patient, and over time you will begin to see the results.