How Offline Businesses Should Create A Blog For Marketing

Small Business BlogWelcome to the world of small business blogging!

Google has added many SEO changes in the last year, and the face of the blogosphere and the way in which it operates has completely changed during that time.

Simply starting a small business blog does not guarantee success. You need to go beyond the conventional method of blogging. Today I am here to offer to you some strategies I often discuss with my blog consultancy clients.

Read on to learn how you can incorporate them to make your business blog successful.

A business blog is different from conventional blogs like ShoutMeLoud . The target of a conventional blog is to gain more and more subscribers, and more revenue in terms of advertisement and affiliate sales.  The target of a business blog is to create brand awareness, engage users, and convert readers into clients while also attaining more and more search engine visibility over time. Overall, a small business blog is created as a way to promote your inbound marketing. The strategies offered in today’s post will help you to get your small business moving in that direction today.

Most of the time when I talk to small-business owners who have an online presence, I find that they are spending thousands of dollars on AdWords and Facebook marketing, which is a good strategy. But the downside of such a marketing campaign is that it offers one-time traffic. If you are not tapping that traffic in the form of actual subscribers, it is really not a cost-effective strategy.

With a blog you will be driving more targeted traffic from search engines (without spending a penny).  Through that targeted traffic various blog subscription options from sources like Facebook, email newsletters, Google Plus, LinkedIn and others will enable users to quickly subscribe to your blog.

Starting a small Business blog? Read on:

There are many ways to obtain success for your small business in the online world.  This can happen very quickly (if something related to your business goes viral), or slowly and steadily over time. With a social media presence, the ability to go viral is a very real possibility. You can even do so right from your online launch if you launch in such a way that makes people remember your name.

Read:  8 things to work on before starting an online business blog

If you are already online but are only getting random visits to your site, it’s time for you to re-plan your strategy, optimize your online presence, and take full advantage of the opportunities that presence offers.

A conventional blogger can incorporate various aspects of business into his blog and treat it like an online business. Our previously published guide on How to Make a Business out of Blogging will help you to get started.

Set goals for your blog:

First, you need to define the goal(s) of your small business blog. If you are working on your online presence and wish to create multiple paths for inbound marketing, setting goals now will help you to develop that presence over the long haul.

Here are a few goals to help you to begin the process of goal-setting toward the growth and development of your small business:

  • More email subscribers
  • Drive targeted traffic from search engines
  • Outsmart your competitors in search engines and social media presence
  • Develop brand awareness
  • Create an active community in your niche

Once you have defined your goals, you can set up your blog.

Here are a couple of articles offering you some guidelines you can follow to create a well-optimized blog:

Set up a business blog for optimum experience and performance:

The initial setup of a small business blog is a one-time thing, so it is important to take care of all aspects of your blog’s design including usability and performance.

Setting up can be a somewhat tedious process for business owners who have little knowledge about websites and blogs.  My suggestion would be to start with a WordPress blog using the Thesis theme. This approach will get you more search engine visibility and give you more control than any other CMS.

There are many other benefits of WordPress which are covered our previously published article entitled “Why WordPress“. You can also refer to my WordPress Guide for a complete “how-to” diagram.

If you already have a static website for your business on a main domain (domain.com), I suggest that you move it to WordPress or install a new WordPress blog at the domain.com/blog level.

Gearing up for content:

In the earlier days of the Internal content at any level could rank in search engines with the help of backlinks. These days you need to offer content that is high-quality and unique.

In order to tend to this important goal, my suggestion is that you set up a proper road map for your blog’s content, while keeping keyword research in mind. Target more long-tail keywords, keeping problem-solving in mind. For example, if you are selling house cleaning products, start working on content such as “10 Quick Ways to Clean a House” or “A 5-Minute Guide to Making your House Presentable for Guests”. This approach will get you more targeted readers, and thus more conversion.

You can also use tools like SEMRUSH which will help you to see what keywords are driving traffic for your competitors, and you can start your own content strategy to move in that direction.

  • Maintain a proper schedule for posting (2-3 times a week)
  • Hire quality content writers (niche specific)
  • Maintain a good mix of text, image, video, presentations and  infographics on your site

Your target with content is to set yourself apart as an expert. Your content should not only be informative, but should also be geared toward problem solving. Get onto the radar of your readers, and use their problems to generate content ideas. Educate your readers about your niche and about your services and products in particular. Help them to understand how your product or service works and why they need it.

For example, a blog for e-commerce sites like Healthkart can offer products that help with certain health issues, ailments and the maintenance of good health rather than only giving information about certain health issues. This not only helps to improve their search engine visibility, but also helps to increase their e-commerce sales. Remember to also keep soft promotion of your products and/or services in mind. For example, if you are a dentist, you can add a banner or text to your site offering your services at some discounted price, and so on.

When you are hiring content writers, make sure you hire quality writers who have in-depth knowledge of your field (topic), and who can write SEO optimized content. Alternatively, you can have a team or writers and a team of editors who are doing the final editing and publishing work. It all depends upon your blog investment capacity and goals.  Here is a list of websites for freelance writers, which you can use to find writers.

The most effective means of generating content on your blog really depends on your niche and your way of marketing. Another example could be taken from an SEO company setting up a blog. They can use case-studies, marketing research and reviews to create unique content that will help establish them as experts in the field.

However you choose to make it happen, your small business blog must add value in terms of quality and uniqueness.

Social media presence:

Social Media

Let’s talk about establishing a presence in the social media sphere:

The term “social media” refers to sites like Facebook, Google Plus, Twitter, LinkedIn, Delicious and many others. Having your profile on multiple social media sites is not only important, but is truly essential these days. This article was originally published in 2012 and is being updated in 2015 in a time when social media plays a major role in the ranking of your site. If you do not have a presence in social media, then you do not have an online presence geared to bring success to your small business.

When establishing your absolutely essential social media presence, here are few things you must integrate on your blog from day one:

These are only some of the elements you need to incorporate into your blog. Certain social media spaces may be more applicable to your small business.  Exploit those particular spaces to their fullest potential for the benefit of your business.  For example, if your blog’s marketing is more targeted toward Facebook users, you need to integrate Facebook’s commenting system into your blog’s social media presence.

Read:

Blog promotion:

If you are tending to proper on-page optimization and high quality content, you will be driving more traffic from search engines which is great. If your goal is to move in the direction of potentially taking your blog and your business viral, then you need to work hard on blog promotion. One of the easiest ways to set your business apart as the business to go to for expertise in your niche, is by guest blogging. My previously published article on article marketing campaigns will help you to set an actionable strategy.

Also read: Ways to Promote an Online Business Offline

You can also take advantage of blog contests, expert interviews and forums for further promotion.

read: Newbie Guide to Promoting a Website on Facebook

Video blogging:

We have recently shared a viral video blogging guide here on ShoutMeLoud. Because Google gives such prominence to YouTube videos where their search engine is concerned, I strongly suggest you to try to incorporate video blogging into your plan. Create a YouTube channel and tend to the branding of it, and hire a dedicated video editor and producer.  All of this not only creates content, but helps in setting up your YouTube channel as an authoritative channel.

Treat your YouTube channel like a blog, and maintain a schedule for publishing your videos. Create content on your blog using those videos.  This not only allows your video to reach more people, but also creates more quality content on your blog.

Social media:

As noted earlier in this article, social media is an aspect of blogging toward the development of your inbound marketing plan and is one opportunity which you really must fully leverage. You can exploit multiple social media sites or you can choose a community which you wish to target specifically for the benefit of your particular business. For example, Facebook is one of my all-time favorite social media sites because it can take your business promotions viral, and getting fans and followers is easiest on a Facebook Fan Page than anywhere else.

Read: How to Promote your Blog on Social Networking Sites

Similarly, create a marketing strategy for Twitter and Google Plus. You can use tools like BufferApp for keeping all your social accounts active and engaging. You can use contests on your social media sites to get more fans and more engagement. (Remember that your target is not only to get fans, but also to engage them!)

If you are a business owner who does not have either the time or the in-house support to tend to this important aspect of your business’s marketing plan, you can hire a social media promotional company to do it for you.

Branding:

If you are putting your business into the online market, optimal branding is the key to long-term success. A website can be made memorable by its logo, color pattern and name. Of the three, a logo (Gravatar, Icon, Mascot), is perhaps most helpful. Choose a memorable image optimized for a profile pic on Facebook, Google Plus, Twitter, LinkedIn and other social media sites which you are tapping for your website’s promotion.

(When you are planning your small business blog design, make sure to keep your brand logo and other factors in mind. Go for a clean layout with proper call-to-action buttons.)

SEO:

Again, SEO in 2012 has changed completely (and even more so in 2015 as we update this page!).  You can no longer simply use the old methods of link-building toward improved search engine ranking. You must target all aspects of SEO to benefit your site and your business.

These include:

If you are hiring an SEO agency to tend to the SEO of your blog, I suggest that you make sure the company you choose for this purpose not only considers link-building and directory submission, but also Schema, social media signals, page speed, Google authorship (and more recent SEO changes added by Google).

FYI:  The algo change by Google (Penguin update), wiped out many business blogs which used SEO services to buy links. Remember to stay away from cheap and quick search engine visibility schemes. Achieving #1 status on Google is not impossible, but there is no shortcut to this achievement.

Email newsletter and blog subscription:

Relying on a single form of subscription to your blog is always a bad idea because the Internet is constantly changing. Some time back, Twitter was the holy-grail for marketers, but today we have Facebook and Google Plus.

Also, there may come a day when you lose your search engine traffic, and having a way to instantly communicate with your readers is an important factor.

Email newsletter is one of those aspect of business blogging, which I highly recommend. Select any professional Email marketing service like Aweber, Getresponse and integrate it in your blog and FB fan page. Your target is to get more subscriber in the form of Email subscription, RSS feed, Facebook, Twitter, Google plus fans and so on.

In a nutshell, when you are starting your small business blog, you need to write down a proper business plan for your blog, and use the power of outsourcing to run your blog in auto mode. All that is required is the initial time in planning, selecting the company to build your site, hiring people who can contribute, hiring an editor and tending to promotion. Once you have completed the setup of your blog, you will be leveraging the combined power of blogging and social media to double your sales at a minimum.

If you have any ideas or thoughts to add to the information in this post, we would love to hear from you in the comments section below!

If you find the information in this post useful, please share it with your friends and colleagues on Facebook, Twitter and Google Plus.

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Article By
Harsh Agrawal is a blog scientist and a professional blogger. He loves to read & write about Blogging, SEO, WordPress, Make money online & technology. His blog, ShoutMeLoud receives more than half a million PV in a month, and is an award winning blog.

COMMENTs ( 3 )

  1. Steve Smith says

    Great article….!!!Nice to know about new things with helping concept. I am almost brand new to blogging and really like your post, it is really on target! Thanks for all of your time & work. Hope you always write this blog.

  2. says

    I think Small business blogs should concentrate more in list building. They should prepare email lists so that they can send new offers via mail. S.E.O is always important but in case of high competition “list building” works..!!

  3. says

    I have been visiting your blog from the last couple of weeks. There is so much thing to learn here. I would like to learn video blogging. I hope this will help me so much. Building a good email subscribes is also what i am looking for. Thanks or sharing this!!!

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