5 mistakes that small business blogs make
Dave Landry Jr., Business Owner and Personal Financial Adviser
October 22, 2013
Filed under Guest Blog
Small businesses were once contained solely to their local area. Customers would choose whom they gave business to based on location, providing an almost built-in geographic customer base. But with the Internet, customers can find similar businesses miles away, giving a small business global competition.
This is where small business blogs can really become useful. Blogs provide content relating to a product/service in order to connect and engage with customers. However, many small businesses fail with their blogging efforts, losing customers solely because they are blogging incorrectly.
Big Business Blogging Techniques Can Be Helpful
Taking a look at the blogging endeavors by bigger businesses, one can see that many giant corporations tend to use their blogs to make their products or services personal rather than promotional. These blogs tend to present the faces and names of those that work for them and have entries that read like well-told stories, big businesses utilize blogs to connect to customers on a more emotional level rather than techniques found in basic advertising. Lee Odden wrote an interesting article on proper big business blogging, which can showcase the difference between content for small and big businesses.
A Different Approach to Content Strategizing
Blogging for small businesses can use some of the strategies that content developers for social media networks use but since it is a longer form, there are other techniques that can be used. Also, a key difference with blogging than social media platforms, is that the content is created solely for the company’s blog (although it can be linked to social networks,) so there is no fear of it being lost in a customer’s feed, giving a company the time to nurture a relationship.
Here are 5 mistakes that small business blogs make. By being aware these errors, a small business blog can strengthen its approach online!
1. Blogs should be conversational, not promotional
Posts on blogs should resemble a memorable conversation. It should encourage readers to interact with the content through comments or sharing.
By treating the entries as more of an opinion piece on a particular service or product a company provides, readers are more likely to respond to it.
2. Be a resource, not a promotional tool
One of the more useful ways to create an engaging blog that promotes a business is to not seem too promotional. It is more appealing to provide content that is informational and useful than simply trying to sell a product.
Using content to teach readers about specific services is one of the more empowering aspects of the Internet.
By nurturing leads as opposed to trying to generate them, readers can start to trust a business instead of being scared off by obvious promotional tactics.
3. Focus on People, rather than product
A small business blog should focus on connecting with customers and through that increase sales. By giving the customer content that they can relate to, they allow the customers to engage with the articles and empower them with learning about the company.
Successful blogging humanizes a company and gains the trust of readers, who in turn will become customers.
4. Utilize blogging as an experience-building tool
Blogging can be a tool that empowers a small business to provide an experience to readers. Since most companies that start blogs already have a customer base, than a blog should simply build on that.
By showcasing passion and experience in a business, a company can offer a perspective to readers about their trade that they may not be able to get in any other medium. It’s best not simply to copy other blogging techniques but to be innovative and experiment.
5. Blogging allows you to take advantage of many tools
By making a blog look appealing and using different types of content (standard text, video clips, or graphics) a company can make their blog seem attractive to customers.
Tools to promote the sharing of content are available as well, along with analytics services that can track how well posts are performing.
Maisha Walker’s13 Must Have Blog Techniques and Tools can clarify the types of tools that can maximize a small business blog.
Dave Landry Jr. is a small business owner and personal finance adviser who contributes frequently to debt relief services dedicated to bringing financial clarity to anyone going through a monetary crises.