The use of Business Blogging by small businesses is a topic that has been covered by many but is certainly important enough to be revisited here. I am convinced, given the wide range of potential benefits and the different ways in which a small business can use a Business Blog, that the discussion should not be if a blog is worthwhile but rather where its focus should lie.
A blog can play a central role in the marketing activity of a Small Business but, like all forms of marketing, it needs to be planned, targeted and measured. Consequently, a key phase in creating a successful Small Business blog happens ahead of its launch when you plan out how you want to use your Blog, who your target audience is and what you want to achieve with it. All three of these elements are key to its success.
If we now take a look at some of the potential types of focus that a small business Blog can take, then you will see what a powerful tool it can be.
Demonstrate and communicate your expertise
Most small businesses offer specialist knowledge and skills – it’s what differentiates them – but what they often lack is a way to demonstrate them to potential customers. A Business Blog offers the ability to do this and much more beside. By what you write in your posts and also how you write them, you can show your expertise without overtly selling to your readers – this gives you the chance to build up a positive reputation and a degree of trust with potential clients and partners alike.
Build individual networks and foster collaboration
Small businesses may be specialists but they also need a strong support structure and partners around them. Business blogging is not only an ideal way to start to engage with customers, as we have seen, but also to foster partnerships, collaborations and joint ventures with others in your industry. As you attract other players in your marketplace to your blog, opportunities for collaboration and networking will develop naturally through the conversations taking place.
Communicate with a local, national or global audience
While Business Blogs are most often used to communicate with a targeted, but geographically widespread, audience, they can also allow you to focus in on a local customer base, primarily by changing the emphasis of the posts and the structure. This flexibility of approach means that small businesses of all types and with all types of customer base can use blogs to promote their business and develop relationships with their customers.
Developing reputation and trust
We all need to get closer to our customers and a Business Blog is an excellent way to achieve that. It allows us to engage customers and readers of our blog in a way that no other online method can achieve. This in turn gives us the time and the opportunity to develop our reputation in their eyes and foster a high level of trust between ourselves and our customers.
Great Search Engine rankings
With so many people using the internet to research products and services before they buy, small businesses need to achieve a prominent position and high ranking in Search Engine Results for their chosen key phrases. Business Blogs can help immeasurably in this. The structure of a blog combined with the focused nature of the posts, regular updates and the interlinking which is part and parcel of blogs, will all push you towards to the top of the rankings. This makes a Business Blog ideal for small businesses looking for greater visibility and enquiries.
Dominate a Niche Market
Small businesses usually have a set of services or products which are designed to answer the needs of a specific, and often, niche market. Getting exposure in that market is key to being able to dominate it and ensure that your business is the one that the market itself recommends. Using a Business Blog, you can raise your profile and lead the discussions on any aspect affecting that market. Talk about it and get talked about!
Project your personality
As a small business, you will tend to work very closely with your customers. Your expertise is highly important but so are you as a person and how you get on with your customer – a strong relationship will help to ensure that the project develops well. Blogs can let your personality shine through before you enter the relationship and may give you the edge in being selected.
Easy Web Publishing – no webmaster required!
While we rightly focus on external benefits, we should not forget that there are also solid internal reasons for using a blog in a small business and ease of use is right at the top of that list. Blogs can be used in addition to a business website or as part of it – they can also be used instead of a website. In all of these cases, once established, you can publish new content or change pages on your site without relying on a web designer or webmaster. Reader friendly, user friendly and cost effective.
Research your Market
Your Business Blog provides you with a two way communication tool, and the information that you can get from your readers may be highly important. By participating in the discussions that your posts will generate, you should be able to get a clearer idea of what the up to the minute interests of your clients are. Surveys and focus groups can achieve this to a certain level but open conversations on your Blog will achieve much more, both in terms of depth and breadth.
Finally a word of advice: don’t get hung up about the word “blog” – a blog is a tool and it’s what you do with it that counts. Many people use Microsoft Word but the documents that they produce are as varied as the author – the same is true with Blogs for small businesses. So, evaluate what you need as a business and then focus strongly on using the Blog for that purpose and it will be successful for you