Blogging Best Practices Small Businesses Can Implement Today

September 3, 2016

With marketers buzzing about the importance of keeping an active company blog, it’s pretty much clear this has become one of the most effective ways to grow your small business online. And the best thing about it is that it costs close to nothing.

Compared to PPC ads, large-scale SEO campaigns or event marketing, blogging costs you time more than anything else. When it comes to its effectiveness, an earlier State of Inbound Report by HubSpot reveals that companies which prioritize blogging are 13x more likely to see positive ROI of their marketing efforts. This is mainly because blogging complements multiple other marketing activities, helping your business realize the following five benefits:

  • Organic traffic boost
  • Increased conversion rates
  • Establishing online authority
  • Raising brand awareness
  • Driving long-term business results

With that in mind, small business owners have started to employ blogging as their number one marketing strategy. Take the time to go through the list of blogging best practices for small businesses to make sure you leverage your time and effort spent creating great blog content.

  1. Go specific: segment your audience to create content that directly addresses their needs.
  2. Instead of just writing everything for everyone, choose your target audience carefully and start creating amazing pieces of content specifically for them. This way, you won’t stretch yourself too thin trying to cater to a larger but unqualified audience’s needs. Instead, you will attract only the most qualified leads that will ultimately become your loyal customers.

  3. Be consistent to realize long-term benefits.
  4. Your brand can benefit greatly from blogging, yet it requires some serious dedication in terms of time you put into it. In order for your blog to perform well, you need to be consistent in posting great content 2 to 3 times a week at least. As it’s not easy to cut through all of the internet noise, one great piece from time to time will hardly get you anywhere. A key to blogging success is to organize the entire content production process in such a way that it makes it possible for you to deliver fresh and unique content pieces on a regular basis.

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    Running a small business can be really challenging and it usually means having to manage a lot of exhaustive administrative, organizational or even technical tasks all by yourself. In order to successfully incorporate blogging into your busy weekly schedule, you can start accepting guest posts from bloggers in your industry. This way, the bloggers get their content visible, while your business gets a larger pool of users and customers, while helping you build awareness of your brand.

  5. Recycle.
  6. One of the most important reasons blogs are so efficient marketing tools is that you can reuse and repurpose your old posts as long as you want. And it is your older pieces that get more attention and leads ultimately, since it takes some time for posts to gain momentum. Make it a practice to go through each piece on your blog and find ways to tweak them here and there to make it more relevant. You’d be surprised how many new visitors/users your old posts can get you each time.

  7. Make your blog posts SEO friendly to drive organic traffic.
  8. So much has been said about SEO, yet still so many businesses fail to leverage the potential of consistent content production for greater organic traffic. To make sure your business does not make these mistakes (again), you should pay special attention to your choice of headlines. Take your time researching keywords and always opt for long-tail ones in order to improve your posts rankings on search engines.

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    Depending on the CMS you use, you need to ensure the platform supports all the functionalities that can help you build a well-optimized posts. Yoast SEO plugin for WordPress enables you to easily optimize Google snippets, post meta descriptions and add keywords. Similarly, Joomla offers powerful SEO extensions, while HubSpot has various-inbuilt functionalities to ensure your posts are fully equipped to seduce both Google and web surfers.

  9. Turn your readers into leads.
  10. Utilize each blogging effort by placing one clear call to action button at the bottom of each blog post. This could lead to gated content pieces, campaign-specific landing pages or any other page that pushes your visitors down the sales funnel. By doing this, you can create a valuable list of qualified leads that make perfect fit for your products/services.

  11. Don’t forget the visuals.
  12. Experts keep on reminding us about the importance of having relevant and great quality visual elements to boost the success of each piece of writing. Humans are at the end of the day, visual beings, and it is no wonder that great accompanying visual elements such as photos, videos and illustrations, “increase people’s willingness to read a piece of content by 80%.” Some of the free stock options with great number of quality photos to choose from include: Pixabay, Foter, Pexels, Unsplash, Gratisography and Life Of Pix.

  13. Promote
  14. Without the right promotion, your team’s writing efforts would turn out to be a liability for your brand. Luckily, we live in a world of social media where even small businesses can reach global customers for free, as long as they’re employing a strategic approach to social media.

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    With new social media platforms being developed regularly, you don’t need to be focused on Facebook, Instagram and Twitter only. Instead, you should monitor your target users’ behavior and social media channel preferences and share and promote your content among the most fitted audience. After establishing the right social media channels for your brand, make sure that share buttons are placed on your website’s blog page so that your audiences can share your inspirational content and help you grow your brand.

Quick overview

Given its proven cost-effectiveness and virtually unlimited business potential, blogging is rightfully recognized as one of the top marketing activities for small businesses. With minimum investments, even one-man businesses have managed to expand their reach globally, which gives no excuse to other companies to not try it out.

Photo credit: Pixabay

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