5 Reasons Why Every Tiny Business Should Blog for Business

should I blog for businessA friend of mine recently hired an online recruitment coach who specializes in helping mums get back to work.

She has been raving about how good they are so I decided to check out their blog.

I was a bit surprised when I discovered that they don’t have a blog. It’s been a while since I came across any coach or consultant who works remotely and doesn’t have a blog. Oh well, I thought I’d see if they have any incentive for people to get on their list.

And this is what that made me nearly fall off my chair.

They are not capturing email addresses!!! (Notice three exclamation points?)

I clicked and I clicked around some more but I couldn’t see anyway to put my hand up to say, ‘Tell me more, I am interested’.

No call to sign up to receive their newsletter or get on their list. I actually had to call my friend again to ask her how she found them in the first place.

Through Facebook. She said.

Then I went back and saw the tiny Facebook button at the end of their homepage.

What are they doing???

They must, must, MUST have a system in place to capture emails of people who stumble across their website and who are interested in hearing from them. (Even if they are capturing leads through their Facebook page.)

Assuming they know this already, why don’t they do this?

I am thinking the thought of creating a newsletter or maintaining a blog is either overwhelming or not a priority for them.

Which is such a shame. For so many reasons.

So I thought I’d write something on this exact topic. And tell you my top 5.

Maybe you are struggling to find reasons to start a business blog because you are not clear on how it will be used as a marketing tool?

Perhaps you are not sure whether it will be worth investing time, effort and money in your blog? Aren’t there too many blogs – literally millions of them – on the web that nobody reads? (There are 31% more bloggers today than there were 3 years ago, in case you are wondering.)

Yes there are, and nobody reads them because they are creating content to meet their own needs, not of their readers. They make all sorts of mistakes on their blogs and in the end wonder why nobody sticks around.

Today, I am going to give you a few reasons that may help you to reconsider. So let’s take a look.

#1 Create K-L-T

If you have ever followed Copyblogger, you might have come across this concept made popular by Sonia Simone.

Know – Like – Trust

When you regularly publish high quality content on your blog that really helps people solve their problems, it does a few things. It helps increase awareness about your business, it creates likeability. Along comes trust which is crucial if you want to sell successfully over the Internet.

By posting fresh, engaging content, all you are doing is creating brand awareness and positioning yourself as an expert. You are also differentiating your business from others at the same time.

And you don’t have to post every single day. Once a week is excellent, once every fortnight will at least get you started. And it doesn’t have to be pages and pages of content either. 700 words? Perfect. You are NOT required to do video, infographics or podcasts. Pick the medium that best suits you.

So for our online recruitment coach, they can target mums who want to get back to work after a gap in their experience, and use this as their USP – unique selling proposition to stand out from their competitors.

They can also create blog posts around these topics which will create likeability and trust:

  • Job application process
  • Filling gaps in your work experience
  • Experience outside work that matters
  • Industry specific information
  • Difficulties in getting back to work
  • Work/life balance
  • How to deal with rejection
  • Success stories

What makes you unique? Well, write about it and let people know.

Online, people don’t buy from people they don’t know. Unless you are a house hold brand name, it is worth creating content that will help people connect with you.

Remember get them to know you, like you and trust you. Makes good business sense doesn’t it?

#2 Make Google Love You

I don’t want to go in the details of Search Engine Optimization – I am sure you know more than I do. All I need to know is the more pages and posts you have on your site, the more Google loves you.

Blogging gives you a reason to add fresh content to your site. While the rest of your pages might be primarily static in nature, with your blog, you continually evolve and give people new reasons to visit and link to your site.

More content and inbound links mean better search engine rankings. This is one of the main reasons who should think about having one. To constantly aim for better search engine rankings.

If somebody searched for ‘Help for Mums in Australia getting back to work’ and came across a post written by our recruitment coach, is there a chance that the person will subscribe and eventually hire them? I think so!

Think about it, what you would give if you could rank on the first page for a search query. What will it mean for you business?

#3 Drive Targeted Traffic

If your content is share-worthy, people will share it. Across many networks and social media platforms like Facebook, Twitter, Pinterest just to name a few. This would result in more targeted traffic to your site.

Think about it, what if a reader shares a post on ‘mistakes in writing your resume after a gap in your work history’ among her group of friends who have been stay at home mums for a few years but now itching to go back? . How would you like your posts to get shared among people and blogs who write about recruitment, job hunting and careers?

#4 Turn Your Blog into a Lead Generation Machine

More targeted traffic means a significant increase in leads. Research tells us companies who maintain active blogs generate up to 88% more leads as compared to the ones who don’t. Which one would you rather be?

To make sure that your blog is a acting like a perfect lead generation machine, add a sign-up form to capture email addresses and offer a freebie to encourage people to opt-in. The ‘bribe’ doesn’t have to be over the top, you can easily create a report or a brief white paper.

#5 It Costs Less than You Think

It is not entirely free to successfully run a blog.  There are costs associated with the actual hosting, running and maintenance but those are minimal. The bigger costs are associated with developing content.

Who will be creating content? Even if you are thinking about publishing once a week for starters, that will take a minimum of hour to write the post, and additional time to share it effectively and respond to comments.

How much is two hours of time worth to you? Could you hire a freelance blogger for a quarter of that cost instead?

According to the Hubspot blog, blogging as inbound marketing strategy is much more cost effective than your tradition outbound marketing (Advertising, Direct response campaign etc). It costs a fraction of that to maintain that the return on investment (ROI) is impressive.

And lastly, as an additional benefit, as you slowly to begin to attract people who leave comments, contact you with questions, you begin to gain invaluable insights into the minds of your potential customers. This is first hand knowledge that is every marketer’s dream.

So, what do you say? Is it worth blogging for your business? Should our recruitment coach in question start blogging/email capture ASAP?

If you aren’t blogging already, does this make you think? Leave a comment below.

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11 Responses to 5 Reasons Why Every Tiny Business Should Blog for Business
  1. Hi Marya,
    As a very new blogger this information is gold to me. It helped me realise I am on track in some areas and also provided thought provoking stimulation for my next challenges.
    Thank you enormously
    Karen Main recently posted..Find out what took 3528 days to prepare for

    • Hi Karen

      Thanks for your kind words. If you need help with anything in particular, shoot me an email and I’d be happy to help.

      Cheers,
      Marya

  2. Leona

    Hi Marya,
    Great article. I hadn’t spent much time on my blog or website because most of my clients were small and not using social media as they were in established businesses with robust referrals. I finally had my “Aha” moment a few weeks ago when I realized when I need to do research I go to the internet first. Thank you for a great article! It reminded me of the importance of making my online presence a priority. Pronto!

    • Leona, you make a good point. Many services-based professionals who have been in the game for a number of yeaars rely mostly on referrels as their primary source of getting clients. However, I feel adding a blog can only add to their brand awareness and authority. The rewards are many for a few hours of work on a weekly/fortnightly basis.

      Cheers for dropping by! :)
      Marya

  3. Another great post Marya! I’d only just say that writing is like pulling teeth for some people and in those situations I think it’s better to skip the blog.
    By the way, I loved your “teaser” email on this article – a great intro to the post!
    Sam Crothers recently posted..Money Matters: Top 5 Tips to Save Cash on Your New Build

    • Actually Sam, if someone is qualified enough to run a business and have the skills to respond to a customer email, I say they have the ability to blog. If they’d rather clean the floor with a toothbrush than write anything though, that’s entirely different story. :) Also, a blog doesn’t necessarily have to be written content focused, there are other options like video or podcasts. Unfortunately, they are even more work.

      And the teaser bit? It’s one of those things that I wanted to fix for ages – things that you take forever to get to and spend two minutes – and they are done! Go figure.

      Thanks for the comment! :)
      Marya

  4. Great post Marya! You’ve also reminded me that I need to install some forms to capture emails on my own new blog, which I haven’t gotten around to doing.

    Definitely building a list is one of the key actions that should be taken by ANY website owner for increased traffic and sales.
    Daryl recently posted..7 Reasons Why Every Business Needs a Blog

  5. Extremely useful post, Marya. It’s just so intimidating, trying to start a new blog and hoping it’s going to do well. I wasn’t sure it was worth the time to learn all this, but reading your post convinced me it’s not so hard after all.
    Rich recently posted..Tax Credits or Not, Solar Powers On

  6. Hi Marya,

    Can’t figure out if I’m early or late in the game here as I was looking for a date somewhere, but I couldn’t found one.

    I had found your blog like a year ago and then lost you. I remembered your good blog, and even your face, but not the name of the blog or your name. And I couldn’t see you anywhere.

    I found you by browsing my own name on Google . My comment on your blog like a year ago came up like on page 4 or 5 :)

    There are still a lot of businesses out there that don’t have a blog. Since I’m a coach, I picked up a business card on my community news board of a coach and she had a very basic site, but no blog. I don’t know what her budget is, but I thoughts of contacting her and see if she would want me to blog for her, since I’m also a freelance writer.

    I think that the reason why those business owners have not blog, and some such as the case you mention here have nothing at all, is that they don’t know how. They have no clue about blogging and promoting themselves on the web.

    Thank you for bringing up this topic.
    Sylviane Nuccio recently posted..20+ Ways To Promote The Heck Of Your Blog Post

    • Hi Sylviane :)

      I found your comment today, for some reason I did not receive a notification so sorry about the late response.

      Thanks for going through so much trouble for finding me. I hope you will stay in touch either through email or my Fcebook page.

      I totally get what you mean. However, I find that tiny businesses and one person shops hardly ever have the budget to hire a freelance blogger or copywriter. Unfortunately, they have to do pretty much everything by themselves (this has actually given me an idea for a blog post). You won’t have much success with her or anybody else in a position simailar to hers. All you can do is educate small business owners on the importance of keeping a blog as a legitimate, low cost marketing tool. Vast majority of them still don’t get it.

      Thanks for your comment and I hope to hear from you again soon!
      Marya

  7. [...] know that your blog is the best marketing tool you have got. It is the weapon of choice when it comes to building your list and filling it with [...]

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