You got somethin’ to say to me? Good, blog about it!
Small business owners want loyal customers, but let’s be honest, that’s not as simple as it used to be. People can do quick research on their phones and easily find competitors with higher ratings or cheaper prices.
Hey! I’m not a buzzkill! I promise this is going somewhere.
Since people can find cheaper options than you, one way you’ll be able to stand apart is by opening up a dialogue with customers. That’s right, you can build a relationship through content marketing. Blogs can:
Long story short, blogs are sweet and get results. But there are a handful of things you should know to get the most out of them.
Leads will come over time, but quick spikes in leads are more in-line with a strategy like PPC advertising. If you want a long-term strategy to help build a relationship with your audience, you use blogs.
Blogging isn’t a get-rich-quick strategy that provides immediate form submissions. It’s more like SEO, where you gain people’s trust over time through reliable content. The leads you get from blogs could have the potential to be higher quality than other channels once you hit stride.
Don’t overload your website with a shit ton of blog posts and then slow down drastically. Sometimes you’ll see companies post three blogs one month, then zero blogs the next month.
Even if you have a lot of blogs written and ready to publish, stagger them and give your audience a consistent frequency. This will give you enough padding to work on future blogs while still churning out content online.
If you’re writing blogs simply for the sake of posting them, knock it off. Think about what you have to offer and share your expertise. If your fun personality is what sets you apart from other companies, then share it proudly!
People can tell if your heart isn’t in the right place and you’re just posting crap in hopes of getting a sale. There’s an old expression that works very well for blogs:
“Write what you know.”– Mark Twain (Probably?)
Personality will come as long as you’re staying true to the core of your business and you’re truly passionate about your industry. Pinpoint what you have to offer your website visitors first, and the brand voice will follow.
Once you have honed in on your content topics, your brand should have an identity. It’s how people will get to know you and develop an attachment to your company.
Your voice should speak to customers as though you’ve met them in person, which happens after extensive market research.
Social media marketing is important. In some ways, it’s replacing traditional storefronts by being the first interaction people have with your brand.
Share your new blogs on Facebook, LinkedIn and Google My Business and always link back to your newest blog in the social post promoting it.
People won’t go to your website and dig around to find a new blog simply because you told them to. You have to work for their attention, not the other way around.
Giving your fans a link to the blog gives them a direct pathway to the new content and will make them more likely to read it.
We’re a print and digital marketing agency in Burnsville, Minnesota and we’re passionate about helping other small businesses. Our team of strategists, designers, writers, and developers can help you define your brand and grow your audience.