Why should you, as a small business owner, be blogging? Isn’t blogging for people travelling the world or coming up with amazing new food ideas? Short answer – No!
This is going to be short and sweet – regularly produce high quality informative content and the leads will flow. Business blogging has become one of the most powerful methods of marketing and gaining leads online and this goes for local business owners as well. If you don’t currently have a blog or articles section on your website where you can publish content, speak to whoever manages your website and have a new section created.
Once you’ve got a way to publish your content, start writing, posting and sharing. What you should be covering are the biggest questions, concerns, and misconceptions that your clients have or tips that they may not be aware of. If you can regularly post short articles addressing these questions and providing valuable education, you will see a multitude of benefits. Here they are:
1. Increased Web Traffic
If you’re writing quality educational content that’s of value to your clients, you’re going to increase your websites traffic via search engines, and social media (as long as you’re sharing your articles there as well). If you’re addressing a common question or concern then guaranteed there are people out there searching for these answers online. If your content is high quality, there’s a good chance they will find it.
If you regularly post content every week, it won’t be long until your website has a large amount of quality pages. After a year if you’ve written 40 articles, even if each article only brings in 5 visitors to your site a month that’s a whopping 200 interested potential clients each month! That’s an extremely conservative estimate as well – if you’ve written high quality content, promoted it on social media, and maybe built some backlinks to your articles you could easily be seeing far more visitors than this.
There are two more ways regularly posting content helps with traffic. Firstly Google views large sites with lots of quality information as higher authority and will rank your home page higher for your main search terms we identified in our post on on-site optimisation.
Secondly, if you’re sharing all of these great articles on social media there’s a high chance that your satisfied clients will re-share these articles, reaching a greater audience and bringing in even more traffic.
2. It Helps Convert Traffic Into Leads
If you’ve wowed your audience with a high quality article the next step is to include a call-to-action on your blog post to get your visitor to opt-in to your email list or even give you a call. There are various ways you can do this, and it’s absolutely essential for greatly increasing your leads generated from your traffic. Every time they read a post there will be a chance they will sign up to your email list and become a lead.
Here are some examples of how you can get a visitor to opt-in and become a lead:
- Provide even more free value after they opt-in. You can do this by giving away some more information such as: “Top 3 Mistakes Home Buyers Make When Choosing a Loan Product”.
- Offer them a fact sheer with details on the top products currently on the market.
3. It Establishes Trust and Positions You as an Authority.
I’ve saved the most important until last. The leading benefit of regularly writing blog posts is authority and trust. By consistently publishing high quality content you position yourself as a local authority. If a visitor sees your blog filled with high quality articles full of useful tips, checks them out, and receives a massive amount of value and education they are much more likely to trust you with their business.
If someone emails a question and you can direct them to an article on the web written by yourself can you imagine how highly that positions you?
Imagine you see an informative article shared on Facebook by a friend. If a time comes when you require the services of someone in that industry the author is going to stand out as an authority figure and be much more likely to win your business.
It’s much harder to measure trust and authority than traffic and leads, but that doesn’t mean it’s any less valuable.
The best thing about content marketing by blogging is that it’s effects are long term. Increasing the size and content on your website is a slow process, but over time your small business website will transform into an authority site containing a huge amount of value for your potential client.