Start blogging, start growing: A simple guide for small businesses
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Posted: Thu 3rd Oct 2024
Having an online presence is essential if your small business or start-up is to build its brand and attract customers. One of the most effective – and affordable – ways to achieve this is through blogging.
Blogging not only helps to boost your business's visibility but also establishes your expertise in your industry. By consistently sharing valuable content, you can engage with potential customers, answer their questions and build trust.
As a content marketing technique, blogging also offers the added benefit of improving local SEO (search engine optimisation), helping you show up in search results when people are looking for your products or services nearby.
Whether you're completely new to blogging or looking to refine your content strategy, read on to learn everything you need to know about starting a blog for your business.
Understanding the basics of blogging for business
What is business blogging?
Business blogging is creating and publishing content on your company's website with the goal of attracting and engaging potential customers.
Unlike personal blogs – which often focus on hobbies or individual opinions – a business blog is specifically designed to provide value to your target audience while promoting your products or services.
It's a key part of content marketing, helping to boost visibility, establish authority and drive traffic to your site.
While personal blogs might focus on storytelling or personal interests, business blogging should address your customers' needs and pain points. It's not just about sharing information – it's about positioning your business as a trusted expert in your field.
Why your start-up should have a blog
Building trust with potential customers
A well-crafted company blog allows you to demonstrate your expertise, answer common questions and provide solutions to customer challenges.
Over time, this helps build credibility and trust, which are essential for converting leads into loyal customers.
Boosting SEO for local traffic
Blogging on a regular basis can help your website attract more traffic from search engines, making it easier for local customers to find you. Using locally relevant keywords, like "London bakery" or "best accountants in Manchester", can increase your visibility in your community.
Providing value through education
By offering useful information – such as how-to guides, industry insights or tips – you're not just selling to your audience, you're helping them. This adds value to their experience and positions your brand as a helpful resource.
Setting realistic blogging goals
Before you start blogging, it's important to define your objectives. What do you want your blog to achieve?
When setting these goals, make sure they fit with your business's overall strategy. For example, if you're a start-up looking to expand your customer base, focus on generating leads and increasing website traffic.
Tailoring your blog to your specific goals will keep your content purposeful and help you measure success over time.
Lead generation
A blog can act as a lead-generation tool by encouraging readers to sign up for newsletters or enquire about your services. Providing valuable content builds trust, making readers more likely to become paying customers.
Brand awareness
Blogging increases your visibility online, introducing your brand to a wider audience. The more people who read and share your blog posts, the more your name becomes known within your industry and local area.
Customer engagement
Your blog is also a great platform for interacting with customers. You can respond to comments, encourage social sharing and even use blog posts to address common customer questions or feedback.
How to start blogging – the practical steps
Choosing a blogging platform
The first step to starting a blog is choosing the right platform. There are several popular options, each with its pros and cons, depending on your business's needs:
WordPress: This is one of the most popular blogging platforms and is highly flexible. It offers thousands of themes and plugins, making it perfect if you want to be able to customise and grow.
WordPress also provides strong features for SEO, which can help you rank higher in search engine results, a key advantage for UK-based businesses targeting local customers.
Squarespace: Known for its sleek, professional designs, Squarespace is all-in-one blogging software that's easy to use. It's ideal for small businesses that need a visually appealing site without a lot of customisation.
Its built-in tools make SEO straightforward, although it offers less flexibility than WordPress.
Wix: This is another user-friendly blog platform with a drag-and-drop builder, making it perfect for beginners. Wix offers some SEO features and is great for small businesses that need a simple, functional type of blog.
However, it's more limited if you're looking to customise and grow your blog in the future.
When choosing a platform, ask yourself:
How easy is it to use? Do I have the time or resources to manage the technical aspects?
How well can it help me rank in local searches?
Does it offer a custom look or limit me to something ready-made?
Creating a content plan
A successful blog starts with a clear content plan. Here's how to develop one.
Understanding your target audience
Before you start writing, identify your target market. What are their needs, questions or pain points? Also try to focus on what's important to your community of people. For example, a local bakery might blog about seasonal recipes or food trends in the UK.
Brainstorming blog post ideas
Once you understand your audience, brainstorm relevant blog topics. Aim for a mix of educational and engaging content. For instance, local trends, how-to guides and industry insights are great starting points.
If you're a service-based business, your topic ideas could involve industry best practices, tips and tutorials that highlight your expertise.
Scheduling content
Consistency is key when it comes to blogging. While there's no one-size-fits-all rule, a realistic posting schedule is essential, and this is where a content calendar can help.
Start by committing to a frequency you can definitely manage, such as one or two posts every month. You can always increase your output as you become more comfortable with the process.
Keyword research for small business blogs
Keywords are the foundation of SEO, helping potential customers discover your blog. Here's how to get started.
Basics of SEO
SEO is the process of optimising your blog so that it ranks higher in search engine results.
Keywords are phrases people type into search engines, like "best coffee shop in London" or "UK tax advice for freelancers". Using the right keywords helps your blog appear when people search for relevant topics.
Simple keyword research tools
Free keyword tools like Google Trends and Ubersuggest can help you find keywords that your audience is searching for. Google Trends shows what's trending locally, so you can identify popular topics in the UK, while Ubersuggest gives keyword suggestions and data on search volume.
Finding local keywords
Focusing on local keywords is crucial. Use phrases that include your location, such as "Glasgow home cleaning services" or "Birmingham digital marketing agency". This helps you target customers who are searching for businesses in your area and improves your visibility in local search results.
VIDEO: How to use blogging to boost your Google rankings
Business mentor Mark Howard explains how to use blogs to increase your website's SEO and search engine rankings:
Writing effective blog posts
Writing a blog post that engages your audience and boosts your website's visibility requires a thoughtful approach. Here's how to structure your posts, write engaging content and optimise for SEO.
Structuring a blog post
A well-structured blog post keeps readers engaged and encourages them to take action.
Headlines
Your headline is the first thing readers see, so it needs to grab attention. Use clear, concise and benefit-driven headlines. For example, "5 tips for saving on small business taxes" is more appealing than a vague title like "Tax advice".
Introductions
Your introduction should hook readers in quickly by addressing their pain points or questions. Keep it short and clearly state what your post will cover.
For instance, an opening like, "Struggling to keep up with small business taxes? These simple tips will help you save time and money" instantly signals value.
Calls-to-action (CTAs)
A strong CTA guides your reader on what to do next, whether it's signing up for a newsletter, contacting you or reading more of your content. Place CTAs naturally throughout the post, especially at the end, where readers are ready to act.
Easy-to-read format
Make your posts easy to digest by breaking up content into short paragraphs, using bullet points and adding subheadings. This helps readers scan the post quickly and find the information they need. Long blocks of text can overwhelm readers, driving them away from your content.
Tips for writing high-quality content
To keep readers coming back, your blog content should be both informative and engaging.
Write with your blog audience in mind
Focus on what your readers want to know. For example, if your target audience is other small business owners, avoid jargon-heavy industry terms and instead offer practical, actionable advice. Understand their challenges and provide simple solutions.
Use a conversational tone
A blog post doesn't need to sound formal. Write in a conversational tone that matches your brand's personality.
If you're a local coffee shop, for instance, your tone can be relaxed and friendly. On the other hand, if you're a financial consultant, a professional yet approachable tone would work better.
Incorporate storytelling and personal experiences
Storytelling makes your content relatable. Share real-life examples from your business, customer stories or personal experiences that demonstrate the value of your products or services. This humanises your brand and keeps readers engaged.
Optimising posts for SEO
To make sure your posts rank in search engines, you'll need to optimise them for SEO without making them feel robotic.
Incorporate keywords naturally
Use your chosen keywords throughout the blog, but avoid overstuffing them. For example, if you're targeting the keyword "Cardiff plumbing services", use it in the headline, introduction and a few other strategic places. Always make sure the writing flows naturally.
Use internal and external links
Link to other relevant content on your site to keep readers engaged and improve your SEO. For example, if you're discussing tax tips, set up internal links to other posts about bookkeeping or financial management.
External links to high-quality sources (such as industry statistics or government websites) can also give your post credibility.
Meta descriptions, image alt tags, and on-page SEO
Always write a compelling meta description – a short summary of your blog that appears in search results. Include your keyword in this description to improve click-through rates.
Optimise your images by adding alt tags with descriptive text and relevant keywords. This makes your content more accessible and SEO-friendly.
VIDEO: How to write engaging and effective blog content
Find out which essential elements combine to make an impactful blog, and learn how to use storytelling effectively:
Promoting your blog and reaching the right audience
Once you've written a blog post, you then need to promote it to reach your target audience. A well-written blog won't drive results unless people know it exists.
Sharing blog posts on social media
Social media platforms are key tools for promoting your blog and connecting with potential customers. Each platform offers different strengths – here are a few examples:
LinkedIn: Ideal for B2B businesses (in other words, businesses that serve other businesses), LinkedIn allows you to share your blog posts with a professional audience. You can join UK-specific groups or industry communities to increase your reach.
Facebook (Meta): Great for reaching a broad audience, especially local customers. Share your posts on your business page and in relevant UK-based Facebook groups. Engaging posts with questions or calls-to-action can also encourage more interaction.
Instagram: If your blog content is visually appealing, Instagram is an excellent platform for promotion. Use high-quality images and graphics to share snippets of your blog, directing followers to your website. Incorporate UK-specific hashtags (e.g., #smallbizUK, #LondonStartUp) to attract a local audience.
Also stay updated on nationwide trends and current events to tie your blog posts into popular conversations. This makes it more likely that users who are following those trends will share and engage with your content.
Building an email list for distributing content
An email list is one of the most effective ways to promote your blog directly to your audience. By nurturing your email list and consistently providing valuable content, you'll build a loyal readership that actively engages with your blog.
Collecting email subscribers
To build your email list, add opt-in forms to your website. Offer a "lead magnet" – such as a free eBook, a checklist or some exclusive content – in exchange for email addresses. For example, if you're an accountant, you could offer a "Small business tax guide for [year]."
Sending newsletters
Once you've collected a list of subscribers, send regular newsletters to share new blog posts. Make the emails engaging by highlighting the value of each post and including compelling subject lines. Localise your content by discussing topics or news specific to your region.
Collaborating with other businesses and bloggers
Collaborations are a powerful way to increase your blog's visibility and credibility.
Guest posting and backlinking
Reach out to other UK small businesses and bloggers for guest posting opportunities. Writing guest posts for other websites exposes your content to a new audience.
In return, allow other businesses to guest post on your blog. This not only boosts traffic but can improve your website's SEO through backlinks – links from other sites pointing back to yours.
Partnerships
Form partnerships with complementary businesses to promote each other's content. For example, if you run a local web design agency, you could collaborate with a digital marketing company to share each other's blog posts, expanding your reach to a wider audience.
Attending local events and online communities
Don't underestimate the power of networking, both in person and online. Attend local business events, networking groups and trade shows where you can meet other entrepreneurs and bloggers.
Engage in online communities, such as forums or Facebook groups, where your target audience is active. By actively taking part, you can naturally promote your blog while establishing yourself as an authority in your niche.
Measuring your blog's success
Once your blog is up and running, measuring its performance is essential to make sure it's driving results. Tracking key metrics will help you understand what's working, what needs improvement and how to refine your strategy over time.
Tracking performance with analytics
Google Analytics is a powerful (and free) tool that gives you valuable insight into your blog's performance. Here are some key metrics to monitor:
Traffic: The most basic metric is the number of visitors your blog receives. Monitor overall traffic and look for trends, such as which blog posts attract the most visitors or what days and times your audience is most active.
Time on page: This measures how long readers spend on each blog post. If users spend a lot of time on your content, it's a good sign they find it valuable. Short time on page might indicate that the content isn't engaging enough, or it doesn't meet the reader's expectations.
Bounce rate: This metric shows the percentage of visitors who leave your website after viewing just one page. A high bounce rate can signal that your blog posts aren't capturing interest or that your site's design is driving visitors away. Ideally, you want readers to explore other pages after reading a post.
Pages per session: This shows how many pages a user views in one visit. If your blog encourages readers to click on related posts or explore other areas of your site, this number will be higher, which is a good sign of engagement.
As well as Google Analytics, free tools like Google Search Console can help you monitor which keywords are driving traffic to your blog and how your posts rank in search engine results.
Adjusting your strategy based on results
Once you've gathered data on your blog's performance, the next step is to make adjustments to improve underperforming posts and optimise your overall content strategy.
Improving underperforming blog posts
Look at blog posts that aren't generating much traffic or engagement. Ask yourself:
Are the keywords relevant and well-researched?
Is the content still up to date?
Does the post address the needs of my audience?
You can refresh these posts by adding new information, improving the structure or incorporating better keywords to improve SEO. Repurposing older content with fresh insights or updated statistics can also help boost its performance.
Testing different content formats
Experiment with different types of content to see what resonates most with your audience. Try adding some of the following:
Videos: Visual content often engages readers better than text alone. A quick explainer video or a product demonstration can add value to a blog post.
Infographics: For data-heavy posts, infographics can make information more digestible and shareable.
Long vs. short posts: Test the length of your posts to see what works best for your audience. While longer posts often perform better for SEO, short, snappy posts can be more appealing to readers who are pressed for time.
Key takeaways
Blogging is an essential tool for growing your small business, helping you build trust, improve SEO and engage with your audience.
By understanding the basics, creating valuable content, promoting your posts and measuring performance, you can create a blog that drives real results for your business.
Now's the time to take the first step – start planning and launching your blog. Whether you're sharing industry insights, answering customer questions or offering helpful tips, your blog can be a powerful platform for connecting with your audience.
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