Blogs were once notorious for being the sounding boards for zealots and conspiracy theorists; however, now blogs are one of the most useful and least expensive ways to add marketing value to a small business.
If you’re like most businesses, you have a standard, transactional website that includes hours of operation, costs, FAQs, etc. Your site’s main objective is to provide information to help a current or potential customer make a purchase.
Many business websites are static. In other words, the site doesn’t change very often, save for the occasional updates about a new menu item, added class, updated roster, etc. But as we all know, there’s so much more to your business than what you put on your website.
And that is where a blog comes in.
Digital marketing — be it for a big business or a small one — thrives on a somewhat constant stream of new and added content. And content is anything about your business that helps current and potential customers come back for more. Content also serves the added purpose of showing you know what you’re talking about when it comes to your product or business.
What are examples of possible content? If you run a restaurant, it could be a chef’s blog on the catch of the day, favorite cooking techniques, wine pairings, etc. For a small online business, blog content could include favorite tools and techniques, advice or tips. Maybe you run a direct sales business; your blog could be your stories of your favorite products, how you use them and how delighted you are to see your happy customers using them too.
Content can be anything… and you may be surprised on how much content you can produce about your business.
One of my clients is a dance studio in Aurora, Illinois. We’ve had the studio blog running for several years and it continues to receive great traffic. From song playlists to favorite products and everywhere in between, the blog shows its students and potential students “we want to help improve your experience.”
And that’s what it’s all about: Creating an experience for your customers.
In an upcoming post, I’ll talk about how to generate new content ideas for your blog and how you can use those posts on social media, e-mail, etc. to gain more customers.
For now, I leave you with this great infographic on the Anatomy of a Business Blog Post