Why Blogging Matters for Small Businesses

It may seem time-consuming, but the ROI is worth it.

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Photo by NeONBRAND on Unsplash

As a small business owner, you care a lot about getting new customers or clients. It doesn’t matter if your business is a small bakery, a sustainable fashion brand, or freelancing services — the result is the same. You need clients to stay in business. Sometimes, getting those clients is straightforward and easy. You’ve created a service or good that draws people in naturally. But maybe your product is a bit more niche or has problems competing against more mainstream brands.

This is where blogging comes into play.

Blogging may seem like just another thing to add to your never-ending to-do list, but it can be a crucial element to drawing new interest in your brand.

Think about it. If you’re on the market for organic dog food, you’ll start with Google. You might type in a couple of different searches like “best organic dog food” or “all natural dog food for puppies,” and almost always the top results are blogs. Sometimes these are listicles from unaffiliated blogs, but sometimes these are business blogs. Blogs that are owned and run by a specific organic dog food brand. This blog might have all sorts of posts related to their products or dogs in general. And you, the dog food searcher, are their prime audience.

These posts are a form of marketing known as content marketing. Content marketing is a great way to build your site out, interact with customers, and show you know your stuff.

But how does it work?

One reason it works is because of brand recognition. Every time you click on one of those articles, even if you don’t buy from that brand, you ingrain that brand name into your head. Brand recognition is a powerful tool when getting consumers to buy goods and services. The next time you see that brand, you might be more inclined to try it out.

Another reason it works is that it builds trust and reputability with your customers. By continually putting out new content, you are showing that you keep up with industry trends, know your product inside and out, and can sell clients in an informative, yet non-pushy way.

A third reason it works is through organic web traffic. If your site only has four pages that never get updated, they may easily get lost in the search engine algorithm. But by adding new URLs, new content, and new keywords, you’ll be more likely to get picked up by SEO and surf right to the top of Google Results.

So what do I write?

The content of your blog will vary depending on whether you offer consumer goods or services. If you’re a writer, write about writing. If you own a make-up brand, write about make-up. You don’t have to limit your scope to just your product. In fact, I’d encourage you not to do that.

Write about things that might be peripheral to your product, therefore providing extra value to your customers. It doesn’t just have to be a blog about dog food — that would get old. Write instead about all things related to dogs — training, house-breaking, toys, breeds, dog health, etc. Write anything that will draw dog owners (and potential future customers) to your site. This organic traffic can then be converted to customers with newsletter sign-ups, landing pages, and special promotions.

You don’t have to blog everyday to gain successful leads, but do try and stick with a schedule. Whether that’s once a week, or twice a month, find what works for you and your business and stick with it.

At the end of the day, a blog won’t guarantee thousands of new clients, but it can help improve traffic to your site. It shows that you’re knowledgeable about your industry and you have something of value to offer. When used effectively, as part of a larger marketing strategy, it can drive organic traffic to your site and help consumers understand your brand on a more personal level.

I’ve helped many small businesses find their audience (and target clients) through blogging. If you are struggling to get started, reach out! It’s simpler than you think and we can have your business thriving in no time!

I’m an American living abroad focusing on the environment, personal growth, and travel. When I’m not writing, I paint and stalk dogs on Instagram.

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