Most small business owners I talk with have a general misunderstanding and general under-appreciation for the use of a Blog.
Hence the reason I showcase my powerpoint presentation upon our first meeting to give background on how a blog is useful in their overall small business marketing effort.
I then get “aha’s” once the presentation is over.
In podcast #23, we’re going to discuss just how important the blog really is to the future growth of the business.
The blog is like a mini-website that is an extension of and a part of your marketing platform.
We discuss this as part of our three-part strategy for small business growth.
You can learn more about our strategy and request a free consultation!
You can listen to all of our strictly audio podcasts here.
Now, enjoy the video podcast!
The Blog, Nuclear Fuel For Small Business Growth In The World of Amazon.
Host: John D. Verlin
Good afternoon, John Verlin here of On Demand Advertising Solutions with another Digital Marketing Update, podcast #23.
I talked to you about this last week, but I want to talk about the power of the blog. Maybe it’s not a good analogy.
But it’s like nuclear fuel for growing a small business on down the road.
I want to talk to you about why this is so important. First of all, let’s look back—three things have happened this past week that reinforces why this is so important for small busines to have, a blog that is.
Facebook recently announced that they were going to focus more on the group experience, on Facebook.
For example, I belong to two groups on Facebook. One is a citizens group or a neighborhood group that has about 8000 members. As well as a high school reunion group that has, maybe a couple of hundred.
And we stay in touch on facebook. Ok, every week I see posts on the neighborhood group about, does anybody on this dog?
Or about a restaurant that serves whatever—they give a shout out to a business that did a good job, that’s pretty powerful stuff. Particularly if you’re complaining about a business or praising a business.
Those neighborhood groups, you’ve got 8000 in mine. That can do some damage. For local business.
That’s number one, Facebook announced that they’d focus more on groups. The second thing Google announced they were going to start having Google My Business posts capability.
So basically you have a Google My Business showing your business on a Google map, you’ll be able to make a post, kind of like a little Tweet. Although I think it’s something like 320 characters. You can have an offer, like fifty percent off lunch today. It will show up on people’s phones when they search for a restaurant in the area.
It’s another way Google is trying to engage prospects to do business with their customers.
And then, finally, the big, big news—is that Amazon bought Whole Foods, but they’ve also introduce Prime Wardrobe for clothing and Echo Alexa—or something like that. (Actually called Echo Look). It’s a camera. It looks like Echo but it has cameras on it.
You can order it for a couple hundred bucks. I guess you put it up and try on outfits. And Alexa the artificial intelligence will recommend what you should wear.
And I’m sure it turns right around and brings up things you can buy from Amazon wardrobe. Ship it to you.
Try it on, you don’t like it you can send it back. Suddenly Amazon is not only cutting in to food and grocers, but clothiers as well. Now how is this important?
Well, if you make hand made dresses let’s say, locally as a small business. Now, people can buy them on Amazon at a cheaper price than say a department store. Because it’s why some of these are going under.
So what are you going to do to differentiate?
Well, you could sell them on Amazon. But let’s say you’ve invested a lot of money in your local community. You’re a member of the chamber. Everyone knows you as the person who makes unique dresses.
You go to the farmers market, or the trade shows.
This is why a blog is so important, to add nuclear fuel to compete against the big giants, as best we can.
Because they’re coming in and doing things with all this technology.
So, three reasons why I believe all of this is so critical.
Number one, it’s obviously going to increase search engine optimization.
Think of the blog as a mini-website that’s attached to your website. It’s a platform that’s attached to your website. It’s not just a diary of what you do. This is bigger than that.
This is allowing your platform through either audio like this podcast you’re listening to, through video or through written information about you.
About your expertise that you can share with prospects and customers on a regular basis.
And because you’re doing it on a regular basis, this is fresh content of which Google search engine loves it and will rank you higher.
So it provides search engine optimization. As well if you tie in topics, categories and keywords that tie-in to your business. Ideally, that’s what you’d want to do. Because Google searches all of that.
But just because you’re providing fresh content is what they really, really are looking for that ranks you higher.
So, that’s what a blog will do—it will make you more searchable in the search engines. If you think about it, when you check out something—what do you first do?
You search in the search engine for reviews or ratings, things like that. That’s what people will do for your business. That’s why this is so important to make an impression on your brand.
Ok, that’s number one, it’s searchable.
Number two, you can provide information and entertainment with a podcast, with a written page, a post or a video, to engage them. To get them to want to learn about you.
This isn’t just bland information, they’re wanting something that they’re looking for. Now, you’re helping them by providing engaging content.
And finally, it’s promotable.
Promotable in that now you can direct people back to that blogpost. Just like I do with this podcast. I send it out on my social media.
You may have seen one of my tweets or posts, promoting this particular podcast about why you need nuclear fuel to grow your small business.
This is part of that nuclear fuel that you have the ability to use this platform to send that information out to get people to come back to learn more about you.
Do you see how that works? Hand in hand, you’re promoting your business, and you can promote your blogpost with direct mail, radio ads, TV ads, whatever.
Learn all about how we make jewelry. How we make dressses. Learn everything at our website and check out all of our blogposts. A number of ways you can promote this.
Those are mainly the three reasons why a blog is so critical.
Not to mention what the technology giants are doing to engage their customers with better experiences and technology.
This will help make your small business stand out from the competition if you adapt a blog and these ideas.
Because it’s all perception, as well as searches and links and things like that on Google.
So, a number of things that I think, it was really interesting but the bottom line is that it influences the customer experience. The user experience. That’s what everybody talks about. That’s the bottom line.
Because, now when they come to your website, they see your blog, they see your interactions. They think, these guys are really on top.
When they compare that to a competitor who’s not doing this, that forms a perception. And that’s part of your brand. The idea is to get your brand to stand out, get it relevant, and remind people on-going. That it’s relevant. And that’s what a blog will help do.
John Verlin’s my name. I know I’m talking fast, I’m trying to get all of this done within ten minutes, because I like to keep these short and sweet.
Next week, how would you like your business to be a rock star? Well, I grew up with a rock band, and I’m going to share with you some of the things I do…that I’ve learned you can do to become a rock star with your prospects and customers.
Because that’s what separates you again, from your competition.
And don’t close a blind eye to the competition. It’s there. And it’s watching you. Whether you like it or not, I read a couple of blog pieces this past week about how much competition is going to be fighting for market share.
What we talked about earlier with Facebook and Amazon are the big players, but small busineses are vying for each other too. And this will help you stand out. So be listening next week.
Would love to hear from you with questions or comments and we’ll see you next week!
All podcasts are recorded by Verlin Studios / Gardner, Kansas
Copyright, John D. Verlin 2017