Most small business owners balk at the idea of keeping a blog. To be fair, that’s because many of them have tried blogging before and saw absolutely no results for all their hard work. If this sounds familiar and you’ve sworn off blogging for good, I encourage you to keep reading. I’m going to show you how contractors, builders, tradesmen, and others have leveraged blogs for marketing purposes.
You Need to Track Analytics
First and foremost, blogging is like any other form of marketing. You need to measure what’s working so you can double down on those efforts and quit investing in what falls short.
There are a number of ways you can do this with your blog. Countless platforms exist for this very purpose. You can also use Google Analytics to track user engagement, which is completely free.
Just because people aren’t sharing or commenting on your posts doesn’t mean they’re not working. If you notice an increase in “impressions” on your blogs correlates with an uptick in business, then you know you’re onto something. Track what’s finding its target and produce more of that content.
Help People Out
This is such a critical point that the vast majority of small business blogs completely miss. In short, your blog needs to actually help people who are reading it. Far too often, companies use their blogs to talk about recent changes they’ve made to their approach or simply as a form of sales copy.
These won’t get read. In the off chance they do, are you really confident it will convert anyone into being a customer?
Instead, you want to give information to potential customers that does two things:
- Proves your expertise in your industry
- Shows them that you’re willing to help, not just sell your services
The importance of that last piece cannot be overstated. People may not give you their business just because you helped them, but they will definitely consider you over a competitor they have no relationship with.
Use Content Upgrades
As powerful as this marketing tactic is, I’m surprised more companies don’t know about it. I’m talking about content upgrades. Start using these, and you will not only impress potential customers, you’ll have their contact information—something that is extremely valuable when used correctly.
Here’s how it works. You start with a very solid piece of content that, again, really delivers valuable information that readers will actually find helpful. This is absolutely crucial because, by the end, you want them hungry for more. You want them excited about what’s going to come next.
That’s when you tell them: you have more content. It’s even better than what they’ve read so far. All they have to do to read it is provide you with their email address. At that point, you’ll email it to them – simple as that.
Now, of course, that piece of content really needs to deliver. However, so long as it does, you have an email address. The next time you have a sale, let them know. The next time you have a killer blog post, same thing. There is so much potential here if you are using your blog correctly.
Use It for Networking
Finally, I don’t care what industry you’re in, there is networking to be done. Perhaps you’ve already done this to a large degree. It may even be a major cornerstone of your referral business.
What you should be doing is taking this network to the Internet and letting business partners and other associates post on your site and vice versa. The upshot of this is that you can increase exposure, strengthen those networking ties and exchange backlinks, which help with SEO (this just means you’re linking to each other, probably the most important SEO metric in Google’s eyes).
Get started on your blog today and use the above advice to make sure it’s actually pulling in clients. Also, be sure to subscribe to the Your Cyber Partner blog as I will be publishing more helpful content proven to work for small businesses like yours.