When you are talking with friends or colleagues, you don’t limit yourself to only 140 characters. Most of the time, you’ll share stories, experiences and anecdotes that you believe may interest them.
The same is true on social media – success isn’t purely about utilising Twitter, Facebook and LinkedIn. The art of blogging is an integral part of creating a strong, knowledgeable and interesting social media presence. In this entry to our series we ask – what’s the point in small businesses blogging?
Quite obviously, we believe there is value to blogging, and so do the experts at Hubspot. According to their studies, B2B companies that blog just 1-2 times per month generate on average 70% more leads than those who don’t. Also, small businesses tend to see the biggest gains in traffic when they post blog pieces, and the average company with 100 or more blog articles is more likely to experience continued lead growth.
On top of this, companies that increase the rate of their blogging from 3 to 6 posts a month almost double their leads, and the average company will see a 45% growth in traffic when increasing blog posts from below 20 to 21-50.
Blogging is also a great way to ‘touch base’ with your customers and prospects, to remind them of your brand, and promote recognition and loyalty. Proving to your customers and prospects that you are knowledgeable in your field encourages trust, which can in turn improve sales.
Now that we’ve established that blogging is incredibly beneficial for all businesses, here are our 6 steps to getting started:
Find a platform on which to host your blog. We use WordPress, but other popular alternatives include Blogger and Tumblr.
Decide on a subject matter for your blog that you are knowledgeable about, and that your audience will find interesting. Your blog could perhaps include your own business insights, like ours, or alternatively be about a more specific industry or subject.
Pick an eye-catching design that reflects your branding, includes your logo and resonates with your target demographic. It is usually best to find a complementary blend between images and text.
Write a blog post that people will actually want to read. Try blogging about topics you have extensive knowledge of, and can offer others advice about how to match your success, or topics you believe your target market will find interesting.
A successful blog needs to be seen, so share it across your social media channels and via your website. This way, it is visible to both existing customers and prospects.
Watch the statistics to see which blog posts generate the most traffic. This will show you that you have written about a topic that is of interest to your audience, so you may want to focus more of your effort on expanding your dialogue in that area.
Once you have started your blog, keeping it regularly updated with interesting content, and sharing these updates with your audience, is the best way of ensuring its success.
So to recap – what’s the point?
- B2B companies that blog just 1-2 times per month generate on average 70% more leads than those who don’t
- Small businesses tend to see the biggest gains in traffic when they post blog pieces
- A chance to touch base with your customers, remind them of your brand, and promote recognition and loyalty