Why you need a blog for your small business

white Mac keyboard

If you run your own business, you may be wondering if it’s worth starting a blog.  

Here’s five compelling reasons you should start a blog for your business.  

1.You’ll attract traffic to your website (traffic you can convert into sales)

When you create high-quality content - the type of content your ideal customers/clients are already searching for in Google - you’ll attract more traffic to your website.

For example, my blog post on how to write an effective press release for your small business appears on the first page of Google. Despite being a few years old (I recently updated the post) it sends hundreds of visitors to my website every single week - qualified leads I can convert into customers.

2. It will help you build credibility

Running a business is not simply about selling a product/service - it’s about solving your customers’ problems.

So if you want to build credibility and trust with prospective customers, you need to show them that you’re an expert in what you make/do. A blog/vlog is great way to show off your expertise.

It’s also a great way to land speaking gigs, publishing deals, press coverage and other profile-raising opportunities. 

When I’m looking for guests for my podcast or speakers for my live events, I’m looking for people who are sharing their expertise on a blog, podcast and/or a book. Why? Because this shows they know their subject (and/or their product) have credibility.

Me with Helen Packham, who appeared in my recent podcast episode - how to land your first TEDx talk

3. It’s more effective (and safer) than social media

Being active on social media is great, but you are not in control of what happens to your content - something I was reminded of when my YouTube channel was inexplicably deleted recently. While it was gutting to see the subscribers and views disappear overnight, knowing I had hundreds of blogs, vlogs and podcast episodes on my own website meant I could still reach my prospective customers. In fact I was even able to email my 15k email subscribers (who have opted-in to my list after visiting the content on my website) to help me rebuild my YouTube following.

Trying to build your audience on social media is a risky strategy. Not only could you have the rug pulled out from you at any time (through algorithm changes, for example), most people need seven or eight touchpoints with you before they buy.

When I look at the journey of a customer who buys my media diary for example, they have generally downloaded a few of my free courses and attended a few webinars before they buy - in response to an email (not a social media post).

While social media can be a great way to remind people about your products/services, it generally is just that - a reminder. If you’re serious about making sales in your business, you need an email list - and creating high-quality content that gets people to visit your website is the best way to start building yours. Here's five strategies to help grow your email list. 

Even if you’re using paid ads, getting traffic to your website is crucial, as one of the most effective ways to make sales from Facebook ads is to target people who’ve already visited your website.

2018 media diary pink spot and Soulful PR notebook on white background
Even for a relatively low cost product, your customers like to feel they have got to know you before they make a purchase

4. You can deal with customers’ objections - before they even raise them

Publishing content on your blog that answers your customers’ questions about your products/services - often before they even raise them - can be extremely effective when it comes to converting customers who are ‘on the fence’.

Whenever I’m launching a new product, event or service, I publish a series of blog posts addressing the reasons why people might not want to buy. For example:

Common concerns about the 2018 Media Diary 

Eight common concerns about joining the Soulful PR Studio 

Eight common concerns about attending Your Year in PR 

Ten common concerns about enrolling for Soulful PR for Starters 

Eight common concerns about attending Soulful PR Live

I’ve even created blog posts for people who say they can’t afford my events/products/services with practical ideas on how they can raise the cash. These have also proved successful in converting undecided customers.

Want to join the Soulful PR Studio but don’t have the budget? Here’s how

Want to sign up for an online course but don’t have the budget. Here’s how…

Want to attend a conference but don’t have the budget? Here’s how…

Creating these kinds of posts can also save you tons of time answering customer questions via email and on social media.

5. It can help you improve your customer experience

Your business blog doesn’t have to be solely focused on attracting new customers (in fact I’d advise against this).  It should also be a resource for your existing customers to help get the most out of your products/services and get the best possible experience. For example:

How to get the most out of your 2018 Media Diary

How to prepare for Your Year in PR

How to prepare for Soulful PR for Starters

How to prepare for a conference or workshop

How to get the most out of your Soulful PR Studio Membership

Remember that your existing customers are the most likely to buy from you again and/or recommend you to their friends. Which means you need to keep marketing to them long after they’ve bought your product or service.

Publishing high quality blog content to support your existing customers is also a great marketing strategy for new customers - if they can see you really look after your current customers, they’re much more likely to want to do business with you.

Want help getting started with a blog for your business? Find out more about working with my in my membership community The Soulful PR Studio