Blogging is a lot of work. It takes time to set up a blog, create interesting content, and drive traffic. However, if you're willing to put in the effort, you can be rewarded with great success.
People view blogs as sources of information which often comes directly from experts on the topic. As the owner of a small business, you're likely an expert in your field - I don't care what it is. If you've been selling floral arrangements for 15 years, you're bound to know a ton about floral arrangements. If you sell hand-made leather belts and only started a year ago, I bet you still know a lot more than most people when it comes leather belts.
So why not share some of the information you've learned over the years? You might not know absolutely everything, but you have a unique knowledge set which can be of use to anyone interested in your industry. One of the best ways to share your information with countless people is through blogging. It's likely that not all of your content is going to be 'one of a kind', but some of it is bound to be, and that's what makes it valuable.
When you blog about unique, interesting, and helpful topics, you may start to be viewed as an 'industry expert' by your readers and fellow bloggers. By becoming a source of valuable information, you set yourself up for success on the web. If you share your knowledge, people are going to look to you for advice - you become a trustworthy, high-value knowledge leader.
Let's take a look at a hypothetical situation, using our floral arrangement business as an example, and let's give the owner a name - Lisa. Lisa has been making high-quality floral arrangements for 15 years. She decides that she wants to share some of her knowledge through a blog, which she integrates directly into her website. Lisa spends a few hours of her spare time every week creating content which is within her expertise. She also takes time to network with fellow bloggers in her field (floral arrangement), as well as bloggers in related fields (party planning, wedding decoration, gardening, etc.) in order to spread awareness of her blog. She shares links to some of these blogs and ends up getting some of her own links shared in return.
Lisa has now shared valuable knowledge on the web, and has started to make a name for herself. She posts high-quality information and answers questions which people may have on the subjects that she covers. As she grows her blog and her presence online, she notices an increase in orders. Why is this? Simple; people trust industry experts. Lisa has grown into a knowledge leader on floral arrangements, and now people want to buy from her.
Of course, setting up a successful blog isn't as easy as I just made it sound. Creating and growing a great blog will take time and patience, but it can really pay off at the end of the day.
Just think about it logically:
- People read your blog and learn valuable information
- They may check out your website or social media pages to learn more about what you offer
- They may share your blog posts, gaining you more traction
- They might become interested in your products or services
- They could eventually buy from you, increasing your sales
Blogging is one of the keys to really developing your web presence. Sharing other peoples content is certainly important, but creating your own is priceless. You don't want to just be another flower arranger. You want to be THE flower arranger that people know and come to for advice online. Getting there might not be easy, but if you know your industry well, it's possible with some time and effort.
If you need any help setting up a blog, figuring out where to host one, or just want some advice on creating effective content, leave a comment.