Starting a Blog for Your Small Business

These days, there is a lot of buzz about social marketing for small business. But can these tools really help boost the sales figures you record with your small business finance software?

A growing amount of research suggests the answer is yes, absolutely—as long as you use the tools well. The 2009 Compass BlogHer Social Media Study, for example, found that 22.7 million women read a blog at least once a week. And more than one-third of women said they have decided to purchase—or not to purchase—an item based on something they have read on a blog.

Blogging may have started out as a personal hobby for people who wanted to share their opinions and experiences with a larger audience, but it has turned into one of the most common ways for people to learn about news and stay connected with the latest trends when they go online.

User-friendly, low-cost marketing

One of the real revolutionary benefits of web 2.0 and social media for small business is its low cost for implementation. Compared to the other marketing costs you have tallied with your small business finance software, your blog can reach a wide audience without you spending a fortune. Plus, the software is easy to learn, even if you have little knowledge of HTML or what it takes to set up a web page.

Showcase your expert knowledge

A blog is a great way to build your reputation as an expert in your field. You can blog about trends in your industry and give people a reason to return to your company's site. When deciding how to focus the content of your blog, think about your company's target audience—much in the same way you do with any other marketing effort.

Blogs provide an invaluable opportunity to interact with your customers directly in a chatty, approachable way. Your latest posts can also be incorporated into your regular email newsletter. Consider offering a teaser with a link inviting readers to "click here"—which leads to your blog.

Create community

One of the main reasons people go online is to find information. If you carry relevant and useful content on your business' website, you stand a chance of turning the curious browser into a customer.

Think of blogging as a long-term strategy for building readership and loyalty. As you gain regular readers, you will also begin to build a community around your blog that people will turn to in order to find out the latest news. These readers will also interact with each other to enrich the online conversation.

Search engine optimization

Use keywords. You can incorporate your top keywords in your blog to drive more traffic to your business' site. Fortunately, with most blogs this process may come naturally, as you are likely to be writing about the same content areas that are the focus of your keywords.

Write regularly and frequently. Also, because blogs are updated regularly and frequently with new content, they are search engine-friendly.

Take advantage of linking. Blogs often link to other blogs, which can benefit your own page due to an increased number of inbound and outbound links.

The benefits of archived content. Finally, the content you write for your blog is archived, meaning that when someone searches for a keyword you have written about on a regular basis, there is more chance they will be directed to your site—even if that posting is from the past.

Spread the word

Just like with any online marketing, you want as many people as possible to be aware of your blog. This means spreading the word through other marketing efforts, such as including the URL on promotional items, and using social media websites such as Facebook and Twitter.

You can also look for other blogs within your industry that cover related material and make comments. At the end of your comment, add your blog's URL. For example, you could comment on a post about a new trend and then mention you've written more on the same topic on your blog.

Keep it up

As with any social media marketing technique, you have to remain committed in order to see real results. All too often, a business owner lets more and more time pass between posts as other responsibilities get in the way. To keep your audience engaged, it's crucial to set aside time to maintain your blog—or hire someone to do so.

There's still room for your blog

With so much buzz about business blogs, you may wonder if the blogosphere is becoming oversaturated. However, research suggests that blogs are actually underutilized among small businesses. According to dotCommerce, only 15 percent of smaller firms currently have a blog on their website. Take this opportunity to reach out to your customers with a compelling message and reap the benefits of social media marketing.