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6 Easy steps to promoting a business with your own blog

Written by Fitzpatrick Group • Marketing Officer
Published on 01 Nov 2016

As a creative, I spend time with many small business owners discussing the art of promoting their business. More often than not, one of my favourite methods get’s mentioned last, or sometimes (-gasp!-) not at all! Can you guess what it is? Ok, reading the title of this article doesn’t count!

One of the most overlooked and underappreciated methods of self-promotion is blogging.

Blog writing is a great way to engage people on the web by highlighting your expertise and giving insights into how your business runs. Many business owners voice concern over whether or not they can write something of note and even sometimes fear their writing prowess (or lack thereof) being exposed to the public.

Check out our top 6 tips for blogging – read on below.

1. Make sure you have a news page on your website.

You can’t write a blog without having a website page to put it on. If you have a WordPress site you will have a posts page – this is where you will write your blogs. And most other websites have news pages to publish blogs. If you don’t have one ask your web designer to create one for you.


2. Blog topics are just long FAQ’s.

If your clients are asking you specific questions in person time and time again, chances are, there are 1,000 other people googling that same question from home. The questions people ask can be used as article titles. Before you start writing try googling the questions yourself and see what comes up. The information you find will give you ideas about what to write and what not to write. Try to choose a topic you can write more than 300 words on. If you can’t make 300 words on one topic – try combining related topics into the one blog.


3. Blog conversationally when you get stuck.

Write like you are talking to someone. Some of the most interesting and engaging blogs out there are simple to follow. They make you feel like an active part of a conversation. Great blogs take chances at being specific with who they are talking to. Specificity hones in on individuals. This makes people feel like an article was written just for them – even when it wasn’t!


4. Start thinking SEO!

You may have heard it before, and if you haven’t – it’s probably a scary concept to grasp (at first!). SEO stands for Search Engine Optimisation. SEO strategy is the art of positioning a page to rank for specific keywords or search terms. For example, if you are looking for “100 purple balloons” on Google, you can be sure that the pages that you get at the top of your search are there because the page you’ve clicked on is focussed on “100 purple balloons”.

While it’s not expected that you should have an inside-out knowledge of SEO, it is definitely worth understanding how it works.


5. Don’t stress.

While you should take care in how you write anything you publish online, don’t stress too much. Thinking that you need to make every last detail perfect will only stop you from becoming a prolific writer. As with all things, the more you do, the better you will become.


6. Share. Share. Share.

To share all you need to do is copy the link (URL) and paste it in an email or in the social media post. Many assume that publishing a blog on a website means that hundreds of people are going to see it straight away. This couldn’t be further from the truth. In fact, if your blog or website doesn’t already have an active user base, the heavy lifting is on you to do.

If you started your business from a social media page, you’re in luck – you have a naturally thriving garden bed to plant your seed of a blog in. If you’ve only just started growing your social media following you have two options:

1. Go hard with a content strategy (Time + Money)

2. Go hard with a content strategy and digital ads (Time + More Money)

Check out another recent blog in this category.

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