“If you build it, they will come.”
Unfortunately, that is not the case in the world of websites.
I’m proud that you have a website for your small business and if you don’t then here are 7 reasons why you should launch one ASAP.
Just because you have a website does not mean people will magically find you.
Blogging or writing content for your small business website is the equivalent of “location, location, location”.
Similar to having a storefront on a dead end street that no one drives by, having a website with no content is a surefire way to make sure no finds you...
Search engines need to be able to get a feel for what your website is all about.
The only way they can do that is by scanning the text content, chewing up what they find, and spitting out the results in a logical manner.
You’re welcome for that graphic...
The best way to add written content to your website is through a blog and yet again WordPress makes that easy.
You might be thinking that you have heard of bloggers and you’re a real business owner, not someone that sits on a beach drinking pina coladas typing about how they got double points for their current trip.
Just so you know...
I am currently blogging as I type this and I am NOT sitting on a beach but instead staring at two computer monitors, a big white wall, and small canvas pictures of a cabin in the mountains that I wish I was at instead.
I am a business owner that has three goals with what I am “blogging” about...
1. Helping people get out of their own way and become visible.
2. Teaching those that want to learn how to launch their own damn websites.
3. Providing done-for-you services for solopreneurs and organizations to get their damn websites launched as quickly as possible.
Without writing about these things people would still find websites providing similar content and services but they wouldn’t be able to find me and personally I like me.
I’m guessing you like you and it’s fair to say others probably like you too.
So do those other people a favor and make it easy for them to find you by blogging on your small business website.
I’ve put together 8 reasons to start typing today so let’s get started...
Gives your company a voice - Tells your story
Let people know who YOU are.
Why did you start your business?
What was the thought process behind your product or service?
I would be surprised if I was the only one that seeks out an “About” page when I visit a website for the first time.
Sure, someone is most likely visiting your website because you offer a solution to their problem.
But don’t discount the fact that they probably also want to know what you stand for or why you do what you do.
Yes, you can accomplish this with an “About” page added to your website but telling your story through various paths along the journey in blog form is a great idea as well.
Makes it easy to connect and engage with customers and potential customers
This goes hand in hand with the first point...
Don’t be afraid to let people know who you are, what your business is about, and how you can best serve them.
Of course don’t just write about yourself because although your customers do want to develop a connection with what they are purchasing, it is still about them.
When you add a comments section to your blog posts you are giving your audience a way to be part of the conversation.
This goes a long way to developing a rapport and can also be a great way to get feedback so you can continually be improving what you do.
Helps your SEO - Search engine optimization
I mentioned search engines earlier and for good reason...
The more content you have on your business website around your topic or niche the better chance your website has to be shown when someone does a search.
Now there is no guarantee it will be on Page 1 but if you are consistent and produce quality content for your website visitors it will send stronger signals to the bots that scan your website.
I am not an SEO expert, nor do I want to become one...
And I am not going to sugarcoat it and say all you have to do is start a blog and you will instantly be ranking on Google.
But without relevant content about your product, services, and business then you are decreasing your chances of being found - STOP BEING INVISIBLE!
It’s a cost-effective marketing strategy
Do you know any business owners that don’t like free traffic? I don’t.
Organic traffic from search engines is usually a huge plus...
Most likely the person that landed on your website from a search engine was actually seeking out a solution to whatever problem they were facing at the time.
Without great blog content based around your business topic, you are missing out on the chance to get those eyeballs.
Sure, it shouldn’t be your only marketing strategy but it should be a key component.
You can drive paid traffic to blog posts to warm people up to your brand.
If you have the right content then people will want to share it with their friends, which increases the chances someone new will discover what you do.
Increase your authority
“Respect my authoritah!”
When people view you as an authority in your subject matter they will start to place you and your business above the competition.
You don’t want to just tell people you are the best at what you do but show them through intelligent, thoughtful articles on your website.
Make it so that website visitor has no reason not to subscribe to your emails or buy your product or service based on what you have been proving to them through your blog.
It’s one thing for me to tell people that you can build websites without having any technical background...
But it’s much more powerful when I write about and show that I am living proof it is possible.
Think about different aspects of your business that your customers would be interested in knowing or learning about and start writing about that.
They will start to look to you anytime they think about your topic and soon your competition will be dust in the wind.
Provides valuable content to share on your social media channels
I alluded to this when talking about blogging being a cost effective marketing strategy...
Your blog content doesn’t have to only live on your website. You want to the most bang for the buck, right?
Since we know it is important to have various social media channels established for your business then you might as well cross promote your blog content there.
Think about turning certain blog posts into videos as well, it doesn’t have to all be text content.
Not to mention, right now video content is a great way to connect with your audience.
This can go both ways too...
Do you have any videos for your business that are getting great engagement?
Have them transcribed or use them as the basis for a blog post.
Make the most of your efforts and think of the different uses for any content you produce for your business.
Grow your email list
Email subscribers become leads, leads become customers...
Everything on your website does not have to point to a sale though.
Sure, you won’t have a business very long if your revenue disappears but if you are able to capture someone’s email address at the very least, you can continue to provide value while moving them down that customer’s journey.
A blog gives you a great outlet to build your email list.
You are offering valuable content for free to your readers and if done right you can add in certain offers within your blog content - known as content upgrades - to capture email addresses.
The best way is to tie in your email opt-in offers specifically with what you are discussing in your blog content. This keeps it relevant to what your website visitor is reading and interested in.
There’s no point in gathering leads for the sake of bragging about the size of your email list.
As a small business owner or solopreneur, you want buyers so you can continue having a positive impact on others.
Help those potential buyers discover that you are the right solution by offering them something of value for their email address, learning more about their needs, and then providing the ideal product or service for them to purchase.
Increases focus on your business
“You’re telling me that blogging will help me focus on my business?”
Yes, I am...
When you sit down and put together a content calendar and strategy for your business blog you are forced to think about your business and your goals.
Your blog content shouldn’t be posted just because I say so.
You need a rhyme and reason for the time and effort you are putting into each blog post. Each piece of content should have a specific goal.
Those goals should fit in with the main objective of your business.
Planning this all out will give you greater confidence in your business plan and enable you to produce quality content along the way.
Until now you may have been reluctant to start a blog on your website. I don’t blame you, it takes time.
If you have the resources then explore outsourcing your blog content. Make sure whoever is writing the content for your website is knowledgeable about your subject though.
It won’t take your readers long to find a different solution if they feel your content isn’t authentic.
Also, I don’t want you to think you need to be writing every single day. Aim to produce solid, quality content and you can get away with one blog post a month.
Think about how this fits into your overall business strategy and then determine the frequency.
As with anything related to your business, focus on quality over quantity.
Do you feel like your business or niche is a blog worthy topic? I find it hard to believe there are no aspects you could write about but if you are convinced otherwise let me know hear about it.
If you have started blogging for your business what are some benefits you’ve seen so far?