This blog post is part of the ‘How Can Business Blogging Benefit’ series. Click here for a full list of all blog posts within the series.
We work with organisations of all sizes and within all industries at The Blogshop and we ensure our business blogging services are tailored to the specific organisation we’re working with, from the initial development of the blog to the continual production of content.
What we’ve found over time is that in many instances, small businesses often have fantastic business blog foundations. They’ve started blogging before they really began operating and in many cases, chartered their journey along the way, providing regular, interesting updates on their small business.
When business starts to take off, however, it’s all hands on deck, focusing primarily on what they believe needs to be done to both meet the sales orders that are coming in, as well as ensuring they continue, something that often means business blogging gets put on the back burner.
The problem here is business blogging can be particularly crucial to the on-going success of a small business and here we explain exactly how business blogging can benefit a small business retailer.
1. It allows you to define your target audience
When first starting out, all small business owners are likely to believe they know the demographics of their target audience, but without expensive market research, there are very few who could say much more than ‘women over 35 from Europe’, for example.
What a business blog can allow you to do overtime is truly define your target audience, based on the responses received to the content uploaded.
People have no qualms about telling organisations what they think about them, their products or their services, particularly in today’s world where feedback can come in dozens of different forms. Therefore, as long as you are willing to listen to what your readers have to say, there’s no reason why you can’t define your target audience through your business blog, giving you the ability to develop your products and services specifically to their needs.
2. You can compete with larger organisations
One of the most difficult aspects of running a small business is competing against the larger, more established organisations.
You may have exactly the same products as any number of larger competitors, but the difference is they have the resources to convince consumers to shop with them, even if their products are more expensive.
Through the development and continual maintenance of a business blog, you can essentially bring your customers to you. Providing content they want to read about, you’ll find they return time and time again to find out more about your products and services.
And as your blog becomes established, it will help to generate more and more potential custom, meaning as long as your products or services meet up to their expectations, you should be able to see a steady increase in turnover.
3. It impacts on things you don’t have the time or money to invest in
A business blog should always be used first and foremost to communicate with your customers, but there are a number of fantastic by-products that all businesses can benefit from – and in the case of many small businesses, by-products which could save them a substantial amount of money.
Search engine optimisation (SEO), for example, is a necessity to ensuring you receive a sufficient amount of targeted, organic traffic by ranking well in the search engines for your chosen keywords.
Whilst a business blog won’t satisfy all of your SEO needs, it will allow you to build backlinks and publish regular content, both of which are favourable aspects of any SEO strategy.
The SEO benefits of business blogging shouldn’t be seen as a complete replacement and a SEO strategy is always recommended for any business, but as they can cost several thousands of pounds per month to have developed and implemented, they are simply not an option for many small businesses.
Business blogging is such a versatile resource that it can be utilised in numerous ways, making it suitable for all organisations. From a marketing tool through to a sales channel, the benefits vary depending upon how you use it, but for small businesses, it can very often be a considerable impacting factor upon their initial and continued success.