A lot of large businesses have a blog on their website and have been investing a lot of resources in their blog. They usually have a dedicated, full-time team of people responsible for publishing content on a frequent and consistent basis.
The question is, why are they investing their valuable resources in building a blog? Would their resources be better used elsewhere?
Well, the truth is, large companies understand the importance of content marketing and its impact in the long term on how much money they make through a stronger brand.
But you may be asking, is having a blog worth it for a smaller service-based business?
For smaller service-based businesses, content marketing definitely has the same benefits. But while you as a small business owner may not be able to do content marketing at the same magnitude at which larger businesses do it, over time you will eventually start to see the compounding results of investing in your own blog.
That said, what are the exact reasons why your small business should have a blog?
1. Better Rankings on Google and Other Search Engines
All major search engines love fresh, relevant content. Blogging is one of the most straightforward and inexpensive methods for a business to create this.
When a business publishes blog posts consistently, they are constantly providing Google and the other search engines with fresh content to index.
This is also an opportunity for businesses to insert those relevant keywords that consumers will use to search for the types of services or products that the business offers.
I recommend you commit to a strict blog post publishing frequency that you can stick to in the long term to show people and most importantly, search engines that you are consistent, helpful, and can be trusted. For example, it could be one new good blog post per week.
2. Establish Your Business As An Industry Leader
When you blog, you’re educating prospects and clients on a particular topic. As you continue to blog, you’re establishing yourself as a top expert in your field. Why? Because most of your competitors ain’t doing this consistently.
It does not matter how small your business is, blogging is a good way for your business to build trust and establish popularity in your industry.
By providing content that will be viewed as valuable, expert information, your potential customers get to see the knowledge and experience that you have gained in your field.
Over time, publishing regular helpful and informative blog posts will make you the “go-to” tool within the industry in your particular niche, leading to more inquiries and higher conversion rates.
This leads to greater trust and familiarity among search engines like Google because they’re able to see that others find your content to be useful. Hence search engines will start promoting you more and more to other people.
3. Develop And Strengthen Relationships With Existing And New Customers
Blogs provide another source to deepen the connection with your existing and potential customers. By connecting directly on your website, your clients are able to learn more about you, your business, products and/or services while gaining new helpful knowledge from you and your company.
4. Create Opportunities For Sharing
Is your business on other platforms?
Those platforms — especially your professional social media accounts — are endlessly hungry for new content to show off and engage with your online followers.
Blog posts are gold when it comes to filling your social media posting calendar or coming up with fresh content for other platforms. Not only can you link to posts and drive your social media audience directly to your website, but you can use quotes, pictures, or slide decks from your post to engage your audience on the social media platforms you use.
Write blog posts with your various audiences in mind and you’ll never have trouble posting relevant info for your followers again.
Your online marketing strategy should work in tandem to present a similar message and familiar friendly face across all your platforms. But you shouldn’t need to reinvent the wheel to make yourself appear a certain way on your website, LinkedIn, Facebook, Instagram, and so forth.
Your blog content can provide a lot of the material you need to repurpose on your other platforms. It’s like killing two birds with one stone.
If you are interested in increasing your online exposure, while establishing yourself as an expert in your industry, then you will definitely want to take advantage of blogging as part of your overall marketing strategy.
When it comes to small businesses, blogging is virtually a must because the end result is getting more and more sales. So commit and #StartDoing