So you have to market yourself for as long as you own your business, otherwise people forget about you instantly.
A socially shy tax accountant I know doesn’t understand blogging and prefers in-person networking. She’s been successful with networking. But she could be more successful if she combined her networking activities with a blog.
Another tax accountant built his business slowly through referrals. He looks at me and asks, “Why does anyone need content marketing?” But I wonder when and how he got his first referral.
A friend in real estate said it took her two years of constant marketing and successful sales before she got her first referral. Being the business savvy person she is, she would definitely have a blog if she were starting her small business today. Here’s why:
- Nearly 40% of US companies use blogs for marketing purposes. (HubSpot)
- Companies that blog have 55% more website visitors. (HubSpot)
- B2C companies that blog get 88% more leads per month than those who don’t. (HubSpot)
- B2B companies that blog get 67% more leads per month than those who don’t. (HubSpot)
- Marketers who have prioritized blogging are 13 times more likely to enjoy a positive return on their investment (ROI) year after year. (HubSpot)
In other words, a blog improves your chances of being found online and generating more quality leads.
How Can a Blog Improve Your Small Business Marketing?
Search engines like websites that change often and a blog makes that possible.
Each blog post represents a new opportunity to optimize your content for search. So blogging helps your SEO efforts.
A blog works well with your other marketing efforts.
You refer people to information you’ve published in your blog—through social media posts, newsletters, and at in-person events. That way you drive traffic to your website where people can take part in the conversation, get a quote, buy a product, and easily refer their friends to you.
You also control your content so you’re not dependent on the whims of social media platforms, which come and go. Does anybody remember MySpace?
When you keep up a blog for your small business, you treat your website and domain in the same way you treat your storefront or office—as valuable pieces of real estate.
A blog turns your website into a dynamic knowledge base, allowing you to better support and keep your customers without having to hire more staff. You can even use the knowledge base to remind yourself about your company’s policies and procedures.
Additionally, some websites seem static and boring. There’s nothing static about a blog. As it grows, so does your small business.
If you’re just starting out, a blog lets you prove your expertise in your field.
If you’ve been in business for a while, a blog lets people know you’re current with trends in your industry and the marketplace. At the same time you position yourself as a leader in your field.
But don’t start a blog if you are not 100 percent committed to it. You don’t look good if you start blogging for your small business and then stop.
If you decide blogging isn’t for you and your small business, you can delete your entries or re-purpose them as static articles elsewhere on your website.
Any kind of marketing requires commitment—whether it’s in-person networking or content marketing. You just have to keep doing it.