Many small business owners have yet to catch on to the true advantage of blogging because they perceive bloggers as self-absorbed. In a recent US News and World Report article, a survey by Warrillow & Co. showed that only about 41 percent of small business owners have an interactive website, and if they do have a website, a blog is not high on the priority list for inclusion.
These statistics show that the small business community is not only small in size but in vision as well. This Web myopia is limiting their reach. And it’s a shame because blogging can be a powerful tool for building your business.
Yet another study showed that half of the businesses surveyed closed sales as a direct result of their blogs. Blogs regularly delivered qualified leads to 70 percent of those business owners.
The ideas and nuggets posted to a blog by a good (or great) thought leader delivers a viral effect. One reader subscribes and then passes along the valuable insight from this blog, and the word spreads. That’s when you turn your blog into a driving force for your business. Here’s a rich opportunity for you to become the thought leader that everyone wants to turn to for creative, thought-provoking ideas to better their own business. Using a blog host like Typepad, Blogger, or WordPress also boosts your search engine optimization, because these sites automatically format your blogs so that keywords and phrases are picked up by search engines. And, of course, the more you update your blog with rich, insightful information, the more you will develop a following with customers and prospects returning more frequently. Ultimately, your blog will drive more traffic to your website and build your brand recognition in the process. The result? More leads, referrals, and sales!
The next question is, “Where do I begin?” The best way to get started is to read blogs that are pertinent to your business as a VAR. You’ll quickly see that blogs are written in conversational tone that delivers practical and insightful information in an easy-to-read manner. Here are a few thoughts on how to drive business through your blog: