How to start a blog as a business

Writing a small business blog is easier than it may seem. The key is getting started – this article shows you how.

Do I really need to blog? That’s a question many tradespeople might ask themselves.

The answer has to be ‘yes’. There are many benefits to having a business blog.

Benefits of starting a business blog

A small business blog should raise the public profile of your business to a wide audience. It helps a tradesperson stand out from the crowd.

You can share useful ideas and helpful information. At the same time, you will be subtly selling your services.

For example, an emergency plumber blog is helpful for anyone with a leaky tap. It can give useful information about the problem. It will also provide details of a local trader who can fix it. That could be you.

An electrician blog is a useful reminder not to try and fix faulty lighting yourself. Instead, you have at your fingertips the name of a local expert.

If your business blog addresses real issues people face then they should have more confidence in your services. A business blog can convince people that you’re the tradesperson they need.

A small business blog is also a great opportunity to put a personal face to your business. It’s your way of talking directly to potential customers.

Linking a blog to your other online business activity drives up interest.

Crucially, a small business blog helps you build a list of potential customers.

Getting started

Taking the first step in starting a blog for your business blog is probably the hardest. Once you begin it should get easier.

The best way to start a blog as a small business is with plenty of preparation.

DON’T: View your business blog as a chore.

DO: View your business blog as an excellent way of getting closer to your customers by sharing with them your knowledge, skill and passion for your trade.

Think of your business blog as a way of putting down in writing what you know. It’s your way of answering all the questions people ask about your trade.

What goes in a business blog?

Be yourself

The good thing about starting a blog for your business is it doesn’t have to be formal or official looking. It’s more like a casual discussion between you and the reader.

Get a positive reaction

You want readers to come away from your blog thinking ‘That was interesting and helpful’. You have to be sharing something they want to hear.

Generate a steady flow ideas

You might not realise it, but you’ve probably already got plenty of terrific business blog ideas.

One way to make sure you catch every idea is to jot them down. A notepad and pen you always carry with you is one approach. Or perhaps record notes on your mobile phone.

Think about how you’ve helped customers or how your business supports your local community.

Focus on what you know

As a skilled tradesperson, you are a walking encyclopaedia of valuable information. You can use it in a blog to help promote your business.

Focusing on what you know best should give you confidence in writing your business blog. Offering top tips and handy hints are usually well received.

Keep business blogs simple

A business blog needs to be easy to digest:

• Use plain English – nothing fancy

• Don’t try and blind people with science and technical jargon

• Include subheadings to make blogs easier to read and navigate through

Always approach your business blog as if you were the reader. Ask yourself whether what you have written is easy to understand.

Choose catchy headlines

The title or headline of a business blog is the hook you use to pull in the reader. Most of us are bombarded with far too much digital information. As a result, we ignore much of it.

A catchy or thought-provoking headline draws in the reader. Questions in headlines are a persuasive way to encourage people to open the blog.

Lists are also a strong way to structure a blog. A headline offering five top tips on something gets people interested in finding out more.

Think about the length of your business blog

This is an important question that doesn’t really have a hard and fast answer.

One view is to keep them short or you could turn off people. That’s probably 300 words or so.

Another view is to make them around 1,000 words or longer. This allows you to go into more detail on a subject.

A key rule is don’t waste a reader’s time by filling your blog with waffle or repetition. It’s better that someone reads a short business blog than ignores a long one.

Write as much as you feel comfortable with. Remember, writing a blog is a time commitment so you don’t want to see it as a chore.

Blog frequently

A regular business blog is essential. To maintain your online presence, you need to reach people regularly.

On the other hand, don’t bombard people with blogs. They could end up deleting them without even reading your catchy headline.

Don’t overpromise. Some blogs say ‘Look out for more next week’ and then go silent for months.

A weekly business blog could work well. Publishing a blog at the same time each week can be useful. It builds up people’s expectations for your next one.

Set yourself realistic goals on how often you blog. Creating a blog calendar and timetable can make it easier to keep things on track.

The timing of business blogs can link in with your trade. For example, an emergency plumber blog about boiler services in the Autumn.

Or a gardening services blog offering tips in the Spring. At Christmas, an electrician blog about putting up lights should be popular.

Get others involved

If you have colleagues or employees in your business then think about asking them to contribute. They might have good ideas you hadn’t thought of.

They could bring a different perspective. A range of ideas helps to keep blogs lively and fresh.

Research your ideas and keep up with trade developments

Show you are knowledgeable about your subject matter. Backing up your comments with statistics and links to reports adds credibility.

If important changes have been made in your trade area then share them with readers. For example, legal changes that affect customers.

Let people know you are up to speed with important news. Show people you can answer questions they may have. This helps to build trust in you and should enhance your reputation.

Setting up a business blog

Find a platform

Small business blogs are usually hosted online by a content platform provider. Some charge, some are free.

They include WordPress and HubSpot. A list of the best-rated blog-hosting sites is a good starting point.

Choose a memorable name for your blog

Keep it short and catchy. Including your business name and trade tells the reader exactly what to expect.

Create a strong visual impact

Using photos and graphics boosts the appeal and readability of blogs. Take photos that show what you do.

Including people in photos personalises the content of your blog.

Use keywords

Keywords in blogs are the words or phrases that people search for most. Try and include as many keywords relevant to your trade throughout your blog.

The right words help blogs appear in more internet searches. A software tool like Google Keyword Planner can help.

For example, mentioning an emergency plumber a few times in a blog will reach people with leaky taps looking for help.

You can also localise your blog. So, people looking for an emergency plumber in Portsmouth or Perth will find you more easily via your blog.

Build your subscriber base

A successful business blog is always adding more subscribers. These are people who receive an automatic notification every time you publish a business blog.

You can build a subscriber base from your existing customers. Email contact information is a good starting point.

Link your blog to your website and social media. Blogs are a great form of digital marketing.

Mention your blog across all your social media every time you publish one. Encourage people to 'like' and repost your blogs.

Maintaining a business blog

Keep it going

You have to be quite determined here. This is where ‘little and often’ approach might work best.

Respond to feedback – start a dialogue

Encourage readers to contact you with their thoughts on your blog. Ask if they have questions for you. This can provide content ideas for your next business blog.

Analyse your blog performance

Software tools like Google Analytics do number crunching on blog pages. It can tell you how your blog pages are performing.

You’ll know how many people opened the blog and how long they spent reading it. This can help you to improve and refine your blog content.

Google Search Console tools offer ways to help you to improve the ranking of your blog.

Key takeaways

• Know your target audience

• Be yourself, talk about what you know best: your business

• Keep business blogs simple

• Publish business blogs regularly

• Keep building your subscriber base

• Use data analysis software to maximise your business blog appeal