To Blog or Not to Blog: Should My Small Business Bother?
February, 2016 · By Deborah Fiorentino
Digital marketers love to extol the benefits of business blogging: from increasing sales figures to boosting foot traffic, blogs supposedly represent nearly limitless potential for real-world businesses. And yet, many restaurants, breweries, and other hospitality businesses have found their blogs generate little interest and no tangible results. What gives?
Whether you’re plagued with an under performing blog or you’re considering launching one for the first time, use the following keys to supercharge your blogging prowess.
1. Start a Compelling Conversation
Many business owners try to use their blog as nothing more than a promotional vehicle, and surprisingly enough, very few customers want to read long-winded sales pitches. Instead of using your blog as a sales vehicle, use it to build authority in your industry. Many restaurants use their blog to cover food trends across the nation, while hoteliers cover topics like travel, vacation, and local attractions. Your goal is to spark a conversation that relates to your overall brand message.
Struggling to come up with ideas? Moz recommends blog owners ask questions about their product or business to come up with interesting subjects to cover. You may also want to use customer feedback, upcoming community events, or trending topics in pop culture to spark your readers’ interest.
2. Turn to Twitter & Facebook
From craft breweries to neighborhood diners, plenty of businesses have lackluster social media feeds. Instead of thinking of your social accounts as separate entities, use your blog to feed your profiles with interesting content. Not only will this result in more traffic for your site, but it will also help you grow your clout by amassing new likes and social connections.
3. Focus on Consistency
Some of the web’s most popular websites churn out new content multiple times every day, leaving business owners feeling overwhelmed at the idea of creating a blog. In reality, you may find it difficult to make blogging once a week a priority. Fortunately, you don’t need to write a new post every hour on the hour to stay relevant.
Instead, simply create a posting pattern that feels consistent for your site visitors. Focus on a few times a month initially and become more prolific as time goes on. If you struggle to generate enough content on your own, consider outsourcing your blogging needs to a ghostwriter or marketing agency. This can help you keep your blog alive with content, all without neglecting your other responsibilities.
It’s important to remember that blogging for your business is just like any other marketing effort. It takes time to generate impressive results. You didn’t have thousands of customers pounding on your doors within minutes of your opening, and you won’t have an endless stream of readers immediately reading the posts you publish. By building a schedule, sticking with it, and nurturing your blog bit by bit, you’ll be able to generate long lasting results and equip your business with another tool for snaring the interest of your target audience.