Creating and maintaining a blog for a small business can be a time consuming activity. Since time isn’t something that most small business owners have in abundance, why should you spend this precious resource on a blog? Is the return really worth the investment of time, energy, and dollars? What are the benefits that a blog brings to a small business?
Determining the return on investment when it comes to blogging and social media is still a fairly nebulous task. New ways to track, measure, and monetize these efforts has become the focus of many larger companies this year as they shift more of their resources into marketing online.
Until these metrics are determined, companies will be required to make decisions based on anecdotal evidence – something that small business owners have a lot of experience doing. Here are three such examples on why your small business needs a blog.
Blogs Raise the Visibility of Your Small Business
Google closely guards the secret to how it ranks web pages and decides where these pages will appear in search results. Many SEO (search engine optimization) experts have performed tests to see how various SEO techniques impact this ranking.
They’ve found that blogs can play a key role in how high and how quickly a page ranks in these results. A small business that has a blog attached to its website will be easier to find through search engines than a small business without one.
You want to make it as easy as possible for potential customers to find you on the internet. Studies have shown that most people won’t go past the first page of search engine results and very few will go past the second. A blog can help your small business get to these critical pages.
Blogs Answer Frequently Asked Questions
Think about the questions you’re asked as a small business owner on a daily basis. Existing and potential customers ask the same questions over and over again. A blog takes the FAQ (frequently asked questions) page of a website to a whole new level.
While the traditional FAQ page is available to your audience on a 24/7 basis, the answers it provides are often too generic and vague to be of much benefit. A blog allows you to answer these questions, provide examples, and tackle follow up questions in a way that’s more beneficial to the reader.
When combined with social media accounts, small business owners can raise awareness of these FAQs and direct their potential and existing customers to the blog posts that answer them. Imagine how much time can be freed up for the small business owner when their customers utilize their blog this way.
Blogs Give Your Small Business Personality
Just because a business is small doesn’t mean that the owner knows and interacts with their customers outside of business hours. Oftentimes, small business owners have to wait until the doors are closed to take care of all of the back office functions.
Many compensate for this lack of personal involvement by sponsoring sports teams, school events, and charitable causes in their community. Adding a category to your business blog that highlights these activities can be great for local SEO efforts, and give you an opportunity to inject that personal involvement into your sponsorships.
Rather than just being a name on the back of a jersey, your small business blog can make your company a go to resource for the participants in these events for news and highlights about them.
Does your small business have a blog? What impact has it had on your small business? How are you encouraging your existing and potential customers to visit your blog? How are you engaging your community with it?
Photo Credit: iStockphoto/Bluberries
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This article written by Brad Harmon
Brad's Big Feet Marketing helps people on a limited budget enlarge their online footprint using blogging & social media. His other blog, Marketplace Christianity, examines faith's role in how we earn and spend money. He'd love to connect on Twitter and Facebook.
Brad has written 33 awesome post(s) for this site.
{ 43 comments… read them below or add one }
Twitter: @maddencorner.com
Good stuff Brad. I know a few small business owners and I was trying to explain the importance of having a website and social media in this new age, but I think so many people feel either they don’t have time or they’re intermediate by the thought of doing this on their own.
My latest post … Are Your Search Results Protected
Twitter: @Brad_Harmon
Thanks, Alvin. Blogs take an investment of a small business owner’s most valuable resource – time. Then again, so does everything else they have to do. If you don’t use blogs wisely, then they quickly become a colossal waste of that time. I think too many people see having a blog as a strategy rather than simply a tool.
Yes, the idea of diving into blogging and social media is intimidating for many small business owners. Hopefully, this site will help ease some of that anxiety and explain the benefits of blogging and social media for small business owners, as well as, how to implement these as part of an overall marketing strategy.
Twitter: @MurrayLunn
Hey Brad,
I’ve always had a personal blog that acts like a business but now I get to put my big boy shoes on (oh dang, big feet marketing
) because I launched my PLR business. Instead of writing about building a business like on Murlu, I’m going to be doing the business up front with the PLR site. I get to build a blog on the backend to reinforce the products and add a ton of value.
For example, I could write about how to use the products. Resources on where you can submit them. So much potential to use them to deliver awesome value to customers on top of the product offering – that’s the plan
Twitter: @Brad_Harmon
I like the way you work in the blog title, Murray.
I’m in a similar situation with my personal blog. I will be transforming it to talk more about my offline activities which directly support my consulting business. All of my blogs touch on various aspects of what I do, but I need one that focuses on these activities more directly. Good luck with your PLR business and site.
Twitter: @amosjohnsonjr
Interesting website Murray. That was the first time I heard about PLR articles. I new about paid content, but not PLR. Interesting …
Twitter: @brandonacox
Amen! A blog isn’t just a journal – it’s a business card, landing page, entry way, connecting point, and content marketing tool as well as an authority and trust builder. I second your recommendation.
My latest post … Seven Ways Twitter Will Improve Your Preaching and Teaching
Twitter: @wchingya
I agree with Brandon here. You have made all the points perfectly clear, Brad and I can’t see why a small business owner should neglect a blog.
Time issue should never be an excuse, that’s for sure. An RT-worthy post.
@wchingya
Social/Blogging Tracker
My latest post … How to Manage Photos On Top of Your New Profile & Facebook Pages
Twitter: @Brad_Harmon
If used properly, blogs can multiply a small business owner’s time investment; however, too many don’t use it wisely. Their negative experience is spread throughout their communities and via social media discouraging other small business owners from launching their own. Just like everything else a small business owner tackles, they need to do their homework first to get the desired results. Thanks for the comment, Ching Ya.
Twitter: @Brad_Harmon
The value of a blog is determined largely by how a small business owner sees and uses it. The potential is almost unlimited, but I’m afraid too many just don’t see the possibilities when dismissing the idea of launching one. Thanks for adding some more great ideas, Brandon.
Twitter: @GetYourPaper
Hey Brad,
Thanks for the awesome article!
I think blogs are awesome, and you can get your word out to the entire world with a click of the button. Blogs are also cool because you can sprinkle your personality all over them. You can make your blog unlike any other blog out there if your creative.
Thanks again!
God bless,
William Veasley
My latest post … To Have It All You Must Let Go of a Lot
Twitter: @Brad_Harmon
Great point, William. Just because a business is small does not guarantee that it also has a well-defined personality. Blogs are a great way to let this shine through.
Twitter: @GetYourPaper
Hey Brad,
Thanks for the response!
There is no better way to let your personality shine in your business. Then there are business suited perfectly for blogs. You just have to use it to leverage your business skills as much as possible.
God bless,
William Veasley
My latest post … My Trusty Pen and Paper!
Twitter: @AlisonMSmith
Blogging can definitely raise your business profile. Folks might not realize that it does NOT take a lot of blogging to take advantage of blog power.
My latest post … Listed on Top Female Bloggers
Twitter: @Brad_Harmon
Great point, Alison. It all depends on how you use and market your blog, doesn’t it?
Twitter: @AlisonMSmith
I would say so. I have one client that could not be found on the google front or second page — even searching for his own company name! Now, that name wasn’t an incredibly unique phrase (like Todd’s Plumbing), but even adding some keywords (like plumbing) didn’t help.
He had a static website created (thankfully!) with WordPress, so I simply pulled a blog onto a back page and had him add about one post per month for the past year. He just wrote a bit about his industry (nothing heavy) with some tips, etc.
Within about a week, he was #1 for all four of his selected keywords. Now we’re working on some long tail keywords. His sales have more than doubled.
My latest post … How to Become an Advanced Early Riser- Part 1
Twitter: @AlisonMSmith
I just realized my example was redundant. Here’s a better one:
Client name: Betty’s Interiors
Industry keywords: blinds, furniture
Client could not be found searching for “Betty’s Interiors” or when searching for “Betty’s Interiors blinds furniture” — until after we added the minimal blog.
My latest post … Help to Sleep
Twitter: @Brad_Harmon
Awesome examples, Alison. Thanks for sharing them. They really illustrate your point, and demonstrate how a small business can benefit from adding a blog to their existing website.
Twitter: @netaccountant
Good points there Brad. I think the point that small business owners really need to see is the personality side. People buy from people and having a blog will allow you to reach out to your customers / prospects and make them feel part of your business even more.
One additional point I would add to your 3 is: “target a wider range of keywords”. On your blog you can discuss thing in a way that targets keywords (long tail or not) that may not be suitable to your “official” web site. Because if its more relax “atmosphere” you could also target “familiar” variation of keywords and create buzz around a funny / controversial / ground breaking article more easily.
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Twitter: @Brad_Harmon
Great point about a blog adding flexibility to your business, Leo. They do give you quite a bit more leeway than traditional advertising avenues, don’t they? You have to know your target customers pretty well though, or this extra rope could end up being turned against you.
Twitter: @netaccountant
Hi Brad, yes I guess that knowing your customers is important if you do not want to frustrate or alienate them. It is a double edge sword if you decide to create some buzz on your blog by covering a controversial issue that you miscalculated the repercussions of. A bit like doing an insensitive Tweet.
My latest post … Are you talking to me 6 reasons why using an auto DM to thank a new follower is a BAD idea
Twitter: @intrahostltd
Hi Brad,
Excellent article. Time is valuable, but having a blog can open many doors. You can win more clients from blogging. Business bloggers must also use LinkedIn as part of their online presence. Twitter can also be another way to update your blog.
Businesses that use blogs have a competitive advantage. In addition, if you’re a freelancer, it’s important to use a blog to educate potential customers.
My latest post … SEO Essentials For Top Search Engine Rankings
Twitter: @Brad_Harmon
Great point, James. A blog standing on it’s own will never be as powerful as one that is part of an overall marketing strategy including social networking. Finding out where your target customers hang out online, and then engaging them on that platform is a natural way to build interest that will lead them to your blog and ultimately become your customer.
I own a small business in an industry where a direct and personal connection with my customer base is so important. There are ‘purists’ among my customers who really value the family-like connection they have with me and my team. I’ve found that my business blog has been a great way to build and maintain that connection, and I’ve been able to mass-ingratiate people with the occasional online update. Thanks for the public resource!
Cheers!
My latest post … Types of Risk Management Courses
Twitter: @Brad_Harmon
I like the way you put that, Chris. Your business blog is a great tool to “build and maintain” a connection that has already been made. It’s very powerful when used with your other customer relations and marketing tools.
Twitter: @ideasbubble
I think you missed one,
blog’s make it easy for you to keep your page updated. Content management systems work flawless when it comes to updating a business website. Pressing the edit page button compared to having to modifying a html file is much less time consuming.
Twitter: @Brad_Harmon
When I was writing this post, I was thinking about adding a blog to an existing static website since many small businesses have already taken that step. You bring up a great point though, Peter. A company can easily create and maintain it’s entire site within a blogging platform like WordPress. I think most of us would agree with you that updating a page this way is much easier. Thanks for the great point!
Twitter: @MarketingRoyal
I would like to say that it is extremely important for small business company to have a blog. In this case, blog is a good way to interact with clients and inform people about important events, which take place in your online business – discounts, specials etc. Blog is a highly effective marketing and brand development tool.
My latest post … How an Entrepreneur Can Build a Website with Minimal Skills
Twitter: @Brad_Harmon
Great examples, Terje. Using your blog in this manner is also a great way to introduce social media integration too. For example, tweet about the special and include a link to the details or coupon on your blog.
Twitter: @SalesSells
It’s all about authority really. Just imagine the process the customer is going through. He’s looking for an answer on how to polish his car and googles “polish car diy”. Your website is first and you’re providing the exact answers he’s looking for. Where do you think he will buy his car polish next? Right!
My latest post … The 11 Real Reasons Why Your Customers Raise Objections
Twitter: @Brad_Harmon
You’re right, Wim. Blogs are a great way to build authority. When you write about the problems your target customer faces from their point of view they can see that you understand them. This empathetic approach builds up trust, and they come to feel like they know you and your business.
Twitter: @ExtremeJohn
I think at this stage that I’m honestly amazed when businesses don’t have a blog or even a website for that matter. It just blows me away.
My latest post … About Work Force Growth
Twitter: @Brad_Harmon
There’s still quite a few that don’t, John. Then again, there’s quite a few who do that probably shouldn’t.
In both cases, they just don’t get the power of being online and it’s hurting their business. Like you, I’m amazed by how many haven’t at least investigated launching a site for their business.
Twitter: @ExtremeJohn
So true, it’s just mind boggling. As for me having a business and personal blog, it’s not just one it’s something I’ve been growing for a long time now. Like a plant getting the perfect amount of water every day
My latest post … About Work Force Growth
great reasons!
i think another reason why your small business needs a blog is:
a.it gives you a face
b.it gives your business a voice
Twitter: @Brad_Harmon
It does at that, Nechama. Often we think of large businesses when it comes to giving your company a face or a voice. I’ve found that just as many small businesses suffer with this too. Blogs are a great tool to help businesses of all sizes accomplish this.
i want to thank you for replying.
many big or even small blogs do not have the patience to answer people’s comments.
but i see that you answer most people’s comments,which there are plenty on all your posts and you even answered a comment on a post nearly a year old.
‘
Twitter: @Brad_Harmon
My pleasure, Nechama. There’s the occasional comment that slips through the crack, but I try to respond to them all.
A blog can benefit a business in many ways, even if the business is small by running a blog the business gets noticed by many internet users so its also kind of advertising or marketing. The business gets contacts in an instant from interested parties, besides this benefit there are numerous benefits as well.
Twitter: @Brad_Harmon
I think that’s the key reason small business owners start a blog, Micah. The potential they have for generating sales and leads is what justifies investing time and money into one.
Thank you for very helpful post. Our customers usually find our blog to be very helpful because it answers a lot of questions that they might have. Blog is a great way to answer FAQs and let people know what exactly that you do.
My latest post … Protected: 16327 SE Market St
Aside from the personality that people can attribute to your business, you’re also proving your point as an authority in that field. A blog also provides a good channel between you and your audience.
Almost everyone is blogging these days and they benefit from it in different ways. Maybe a journal for one, a business for another. Blogging can be great help especially when actively interacting with readers.
Having a blog attached to your main website is great for business. I keep mine regularly updated with projects that I am working on. It not only shows the quality of my work, but it also makes it easier for me to rank for location specific keywords that a single page website wouldn’t.
My latest post … Chicago Bathroom Remodeling Project
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