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Here's One Simple Strategy To Effective Small Business Blogging

Rubrika: ANGLEŠKI - RAZNO
Ključne besede:  Running a small business blog, searching in Google for answers, blog, 10 questions, answers, analyze to get more popular questions.
Vir: članek iz Linkedina, https://www.linkedin.com/today/post/article/20140626043630-19999073-here-s-one-simple-strategy-to-effective-small-business-blogging?fromEmail=fromEmail&trk=eml-ced-b-art-Ch-3-8930182542052374123&midToken=AQHaj7cS1Jv2rA&ut=2fT-6z1KPO46k1
Avtor: Bobby Holland
Datum: 06 2014

Running a small business blog is typically seen as something that you are either too busy to manage, or you lack the knowledge to leverage effectively for growing your business.

As a business owner myself, I can certainly relate to excuse #1 - I understand all too well the constraints of having only 24 hours in any given day.

But let me help you out by giving you one simple strategy to not only start and grow your small business blog, but leverage your blog to grow your business.

 

I call it the "Start With 10!" strategy.

First, fire up a Google Doc, or go old fashion and get out a pen and paper. Then write out 10 questions that your customers are always asking you about your business, products, or services.

You have take your time here because it's critically important that you get your questions right. You have to realize that when it comes to people searching in Google, they don't necessarily care about you, or your business.

People are searching in Google for answers and solutions to their questions!

I was talking with a real estate agent in Atlanta the other day who specializes in the executive / luxury home market - you know, the $500k plus homes in Buckhead or out in the suburbs that line the GA400 corridor. The content on his site talked all about the accolades he'd won, how he puts his customers first, and how he's an expert in the local luxury real estate scene.

But you know what, there's easily a hundred other real estate agents in metro Atlanta with websites that say the exact same thing. So my question to him - a rhetorical question that is - was, "do you really think your potential customer cares at all about you?"

Ironically enough he agreed with me and didn't take offense to my question. In fact, he took it one step further and confessed that with most of his clients, they'd actually prefer he not be a part of the process at all - nobody likes to pay the fees he charges and he can sense that at every one of his closings. So he understands, rightly so, that he's not really what people care most about when searching for a new luxury home in metro Atlanta.

My comment was not meant to be negative or disrespectful whatsoever. My point was, when an executive is being transferred to Atlanta and his or her spouse gets online to start researching a potential home for their family, they aren't searching for a real estate agent who has the most awards. They are searching for are things like "where's the best schools in metro Atlanta?", or "what are the real estate taxes in [name your city]?", etc...

The point I'm trying to make here is when coming up with your list of 10 questions that your prospective client is asking, you literally have to put yourself in their shoes. You have to ask yourself, "what questions are my customers asking?", "what are their pain points?" And then use this perspective as a guide to coming up with your 10 questions.

Amazingly enough, and I've seen this time and time again, once you get the right perspective it will be easy to come up with 10 questions. In fact, you'll probably find yourself writing out a list that far exceeds 10 questions and that's perfectly fine. Keep writing out your questions, because each question is going to become the title to your new blog posts.

After you've written out your list of questions, it's time to start answering these questions.

You can usually get away with writing a paragraph or two for each of your questions. However, if you are a lawyer (for example), then I'd recommend investing some more time into your answers. When someone is searching for a personal injury lawyer, or a brain injury lawyer, then a paragraph or two might not be enough to truly connect with your prospective client.

The objective here is to write an answer that both addresses the question, and leaves your prospective client wanting more.

You need to write just enough that gives your visitor the impression that you are the foremost expert in the your niche market. When you do this, the visitor will remember you and your business. And when it's time to pick the phone up to make a call, more than likely you'll be the first person to come to mind. Think of it as branding your business through the use of valuable, informative content.

And truth be told, every recent algorithm update from Google has been geared to refining the process of identifying this type of content, and then rewarding the sites the produce it. Or conversely, penalizing sites that either try to copy this type of content from the original source or otherwise attempt to present an illegitimate form of authoritative content.

The irony here is that I've always seen the process of trying to game Google as requiring more work and effort than simply producing informative, authentic content that Google actually rewards... but I digress.

Ok, so now that you have your initial list of 10 questions along with your answers, it's time to start publishing your posts on your small business blog.

Each one of your questions and answers represent a new post on your blog. So schedule out a time, either every day or once a week, to publish a new question and answer to your small business blog. And every time you publish your new post, make sure you share that post throughout all of your social media channels like LinkedIn, Facebook, Twitter, G+, etc...

I guarantee you that by the time you finish publishing your first 10 questions and answers, your small business blog will experience a 100% turn around in traffic, exposure, and leads for your business.

Again, I understand that time is tight. But when it comes to reaching new clients, you have to realize that Google is usually the first place everyone turns to research a particular product or service - especially the "front of the funnel" type prospects.

And although the core search phrases for your products or service may be nearly impossible to rank for in Google, your questions (again, published as the title of your posts) represent what's called the long tail of that particular phrase.

By publishing questions that also include your core keyword phrase, you now have a pretty good chance of ranking high - if not #1 - in Google for the long tail variation of your core keyword phrase.

More than anything, when you publish articles to your small business blog in the form or questions, followed by informative answers, you'll leave your visitors (your prospective clients) feeling like they actual gained some knowledge and value by visiting your blog.

And it's this feeling of "adding value" to your visitors that allows your business to stand out among the crowd. This is how the real estate agent in Atlanta is able to do something that none of the other agents were able to achieve. And how the personal injury lawyer was able to connect to a prospective client in a way that none of the other injury lawyers could.

They were able to add value by answering questions and providing valuable information to someone who was searching for it.

Let's recap the "Start With 10!" process one more time:

Start with a list of 10 questions (or more if you like) that your customers are actually asking while researching whatever it is that you offer.

Write out a comprehensive answer to each of your questions.

Then publish the question and answer as a new post on your small business blog.

Finally, schedule out your posts in a way that brings consistency to your small business blog. This will help you build repeat visitors over an extended period of time.

** Bonus tip **

After you've published your first 10 questions and answers, analyze your traffic stats in order to identify which questions seem to be the most popular. Then find ways to dive deeper into the topic surrounding those particular questions. My guess would be that for any given question, you could easily come up with 10 more questions that relate to that specific topic.

I hope this strategy helps to give you the confidence to launch, grow, and monetize your own small business blog.

I've seen it work with every one of my clients that have taken my advice in following this strategy. And I also see it work for a lot of local and small businesses that are not my clients.

The process works because when you write out questions and answers, you are producing content that's in harmony with your prospect customers who are already turning to Google in the first place. Your customers are going to use Google regardless, but the question is "who or what will they find when they start asking questions?"

And the great news for you and your business is that virtually none of your competitors are doing this. So when you start implementing this strategy, you stand a really good chance of elevating to the forefront of Google in your niche market and connecting to super high quality leads, clients, and customers.