What every small business owner needs to know about writing compelling small business blogs without having to be a marketing consultant
As a small business owner you are an expert in your product or service offering. You also know that blogging is an important and powerful medium by which you can express and communicate your expertise. But you aren’t a small business marketing consultant, nor do you want to be, and blogging is something for which you have more questions than answers.
Below are 5 tips that will get you started down the road towards producing effective and compelling small business blogs on a consistent basis.
Many small business owners have the same concerns when it comes to blogging:
- How do I generate interesting blog topics?
- How long should the blog be?
- How often should I blog?
- How can I tell if my blogging is working?
- And, how do I find the time to blog?
These questions, and others like them, present a formidable obstacle to any small business owner getting started with blogging. While we aren’t going to answer all of these questions today (we will in subsequent posts), we will address one of the more important blocks to smalll business blogging: How do I generate interesting blogs that my prospects will actually want to read?
- Write about your industry, not yourself
Many small business owners make the mistake of writing about their own product or service. People aren’t searching for things specific to your business. By including your own products or services in your blog you will erode trust and your post will come across as a sales pitch. No one wants to read a sales pitch.
- Write about common problems
People are searching for solutions to their problems. Small business blogs need to address these problems and provide answers to them. Put yourself in the shoes of your customers and think about what information would be relevant, compelling, and useful to them.
- Identify the questions your customers are asking
One great way to write about the problems that your customers are looking for answers to is think about the questions your prospects have. Write down *all* of the questions your customers would have about your product or service. Your answers to these questions become the topics of your blog posts!
- Focus on one topic per blog post
Simplify blogging by keeping things simple. While writing your blog you may generate a bunch of ideas and themes related to your topic. Don't be tempted to stray off in other directions. Write about one topic per blog and one topic only. Staying focused will make your blogs more powerful and memorable. And, you can pull out the additional ideas and use them as topics for future posts!
- Don’t try to cover too much ground
Look at your topic and ask yourself if there are sub-topics that fall underneath it. For example, you could write about sales, but sales is made up of prospecting, lead generation, the sales pitch, the proposal, the close, etc. Each one of these subtopics are separate small business blogs. Writing shorter, more concise blogs make for a more compelling read.
Follow these steps when writing your blogs and you will end up with unique, educational content that will attract customers and build trust online.
To learn how to utilize your business experience to incrase sales, download the Thought Leader Cookbook - a guide on how to turn your expertise into a powerful marketing tool.