With all the tasks that an entrepreneur needs to look after to keep the business moving forward, why adding blogging to an already packed schedule? The answer to this question is very simple: Blogging is an effective strategy for small business owners to promote their company online.
There are a number of advantages to starting a business blog and making sure that it is updated regularly. It does not require a major financial investment to set up, and is a way to constantly promote the company. Companies which have a blog can use this platform as a way to establish expertise and engage in conversation with customers. This platform can also be used to announce changes to the business and bring in new revenue.
Business owners must keep their focus firmly on the bottom line when making decisions about whether to invest in any type of business promotion effort, and this includes whether to start a blog. This is an inexpensive way to create interest in a small business, and it can open the door to international markets for businesses which are selling a product.
All a small business owner needs to get started with blogging is to register a domain. Some domain registration providers also offer templates which can be used to set up a blog. Some business owners choose to add a blog to their existing website and this is another way to keep costs down.
Unlike other options for promoting a business (making cold calls, attending trade shows, visiting prospects in person), a blog gives a small business owner a way to promote his or her company on a 24/7 basis. Potential customers are likely to check out a business on the Web before making a decision to buy, and the blog posts are always available to provide them with the information they need.
Connect with Customers
Browsers are more likely to become buyers when they feel that they “know” a business and the person who owns it. Posting to the blog is a way to develop a relationship with potential customers.
The style of the posts should reflect the business owner’s values and mission statement for the business. The tone and language used are just as important as the posts’ content, since each one is part of a conversation with a prospective customer.
Business owners who are posting online will want to make sure that they are discussing topics which their target market will find interesting and relevant. Since this is a conversation with readers, enabling comments on the blog posts will help an owner keep a finger on the pulse of his or her target market. The comments, questions and concerns posted by readers provide important information about what customers want and the problems they are trying to solve and the business owner can take this information and use it as a way to position him or herself as an expert in a niche market.
Establish Expertise in a Niche
Small business owners can establish themselves as the “go-to” resource for a particular product or a service, and consistently providing good quality blog posts can help them to establish themselves as experts in their niche. Prospective buyers will feel more confident about opening their wallets for business owners when they are confident they are dealing with someone who is an expert.
Visitors to the blog will likely explore older posts as well as the latest entries, especially if the business owner has linked posts to related content on the blog. Each blog post published is another opportunity for the business owner to promote him or herself and the business to prospective buyers.
Promote New Products and Services
An effective way to promote a business using a blog is to use this online space to discuss new products and services that the business has to offer. Unlike web copy, which is used to provide product information to encourage people to buy, the blog can be used as a way to provide softer content to customers. This is the place where the owner can discuss how to choose the right product, troubleshooting techniques and other helpful information.
Ultimately, the idea behind starting a business blog is to promote the business, increase its profile online and boost sales. If the business website is a type of online business card, the blog is an opportunity to engage with prospective buyers. Blog posts are written in a more conversational tone, and allow buyers to get the know the company and the person running it. Since buyers need to feel comfortable before they will trust a business owner enough to place an order for a product or a service, a blog can be an effective way to promote a business and increase revenue.