Blogging for Small Business: How to Boost Your Brand in the New Year

It’s coming. The calendar will be hitting the ol’ RESET button and a fresh start is around the corner. Time to re-dedicate ourselves and conquer the things we’ve all been putting off. It’s also time to look forward and start new habits and marketing campaigns for your small business. Cleaning out your pantry or reorganizing your storage closet can wait; let us tell you why starting a blog for your small business is one resolution you’ll want to be sure to keep.

Listen, you don’t need to be the next Hemingway or even that guy who cranked out those Goosebumps books. You don’t even have to be the one who writes it! Your small business’s blog will amplify your brand, connect with your audience, and market itself in a way that comes across authentic and not salesy. It also can establish you as an opinion leader and source of knowledge in your line of business.

Why Blogging? It Works.

Your blog isn’t just a space to share your expertise though - it’s a way to build brand identity and show customers why they should choose you, Dr. Grey.

Here’s how blogging will help your small business stand out in the new year:

1. S-E-O It’s Magic, y’know? Never Believe It’s Not So.

Blogging can be the golden ticket that gets you in potential customers' search results. Search Engine Optimization (SEO) is part of it, and it’s not everything, but it’s important. Basically, SEO considers the overall structure and keywords on any site, and uses that to help determine the ranking order for any search term someone uses. Every post written is another chance for Google to say, “Hey, these folks know what’s up.” By using keywords that potential customers are searching for, you’re improving your chances of showing up in search results.

For example, a bakery in Springfield, Illinois could write a blog titled “5 Must-Try Cupcake Flavors This Winter” and reel in people searching for the “best cupcakes in Springfield.” It's like slapping a neon sign on the virtual internet door of your business.

How do you know what people are searching for? If you’re new to SEO, check out Ahrefs Keyword Generator or Ubersuggest to get started. SEO can be frustrating and take some time to figure out, but it’s a powerful tool that can do wonders. Luckily it’s not the end-all for blogging, so let’s see how else it helps.

2. Respect My Authority!

You’re the Mr. Miyagi of your field - a wise mentor overflowing with knowledge achieved through a lifetime of experience that you impart to your audience with humility and precision. Blogging gives you the chance to show that. Sharing your expertise, tips, and insights, positions your small business as a go-to resource for your audience.

When readers can trust you, they’re more likely to buy from you. It’s why we all trusted MacGyver when he said he would make a nuclear submarine with only paper clips and duct tape - he knew things.

3. From Clicks to Connections

Blogs aren’t just a space where you share your expertise, they’re also an opportunity for you to showcase the personality of your brand. But it’s deeper than that. Blogs are also a space for you to showcase the personalities behind the brand. You’ll build credibility with your audience through the articles about your business expertise while opinion pieces (from yourself, employees, or guest authors you endorse) can show off the people that make up your brand. You’ll connect directly with your audience, answer their questions, and even entertain them. It feels authentic, because it is.

Starting Your Blog: Easier than most LEGO sets

This is pretty friggin' legit and definitely harder to build than starting a blog

You don't have to know how to pilot the Millennium Falcon to start a blog. It's not rocket science.  A few simple steps will get you up and running faster than you can ask, “Who let the dogs out?”.

Step 1: Define Your Audience

Who are your readers? Who are you trying to appeal to? Are they beginners who need guidance, or are they seasoned pros looking for deeper insights? Maybe they’re just there to be entertained. There can, and probably should be, some overlap from your social media audience. Find that happy medium.

Let’s say you’re a pet groomer, your audience might love posts like “5 Simple Tricks to Keep Your Dog’s Coat Shiny Between Grooming Appointments.” It’s about knowing your Lavernes from your Shirleys and speaking their language.

Step 2: Pick Your Platform

Don’t overthink it. WordPress, Squarespace, or Wix all do the trick. Just pick one that’s user-friendly for you. The opportunity to expand or change to something different will always be there in the future. But leave the Geocities and Xanga vibes in the ‘90s where they belong. Unless you run a ‘90s-themed business and it’s part of your aesthetic.

Step 3: Create a Content Plan

Think of your blog like a sitcom. Every post should connect to a bigger theme, but each one also needs to stand strong on its own. Your overarching theme is basically your industry and the posts explore a specific part or aspect of it.

Here are some basic ideas to get you started:

• Top 10 Lists: Everyone loves a good countdown. “10 Mistakes People Make When [Fill in the Blank]”

• How-To Guides: Teach your audience something useful. “How to Save Money on [Whatever You Do]”

• Behind-the-Scenes Stories: Give readers a peek behind the curtain. “What It’s Like Running a Small Business During the Holidays”

Step 4: Write Consistently

Consistency is key. Pick a schedule you can stick to - once a week, twice a month, or the first Monday after every full moon. And stay the course. Keep your audience coming back for more, don’t ghost them like a bad date.

Step 5: Promote Your Posts

Writing the blog is only half the battle. You gotta promote it too. Post them on social media, link them in your email newsletters, and feature them on your website.

Be creative. Think outside the box like Kevin McCallister setting up booby traps. The more ways you find to get your blog in front of people, the better.

A New Year's Resolution You Should Actually Keep

Starting your small business's blog isn't about keeping up with the competition, it's about getting (and staying!) ahead. A quick wrap-up of what adding a blog will do for you:

• Showcase your expertise

• Build brand personality

• Create meaningful, lasting connections with your audience

By taking the time to write valuable, entertaining content you'll build trust, boost credibility, and grow your business like it's 1989 and you convinced Richard Simmons to drop in to film one of his Sweatin' to the Oldies tapes.

Don't have the time to maintain a blog or don't know where to start? TAWC Multimedia can help! Whether you need a steady stream of posts or a splash of rocket fuel to get you off the ground, we have the tools and expertise to make it happen. Think of us like your New Year's personal trainer that CAN do your workouts while you still reap the benefits. Let us take the pressure off so you can stay focused on running your business while we help your blog work for you. Since we're a small business ourselves, we know affordability is important - we are always willing to work out a fair rate for your needs. If you're ready to start the new year with marketing that delivers, hit us up and let's TAWC!