Free eBook: Increase traffic to your website
Sign up to the free NETT Weekly Newsletter and receive a free eBook detailing how to get more traffic to your website. The newsletter contains all the latest news, feature articles, and how-to guides for growing your business.
.

How your blog can grow your business

Valerie KhooWe’ve all heard a lot about how blogging can be good for your business. But how do you know if you’re blogging the right way? The most common concern I hear from business owners who haven’t got a blog is that they’re worried they’ll embarrass themselves, make a mistake, or experience the online version of heckling as a result of what they write.

While this is a valid concern, most business owners tend to be overly anxious about venturing into the world of blogging. If you haven’t brought your business into the blogosphere yet, you just need to follow a few simple rules. According to Sydney-based business owner Lara Solomon, the pay off is worth it. Solomon is founder of Social Rabbit, a consultancy that helps businesses understand how to use social media to get results through workshops, consulting and online training.

Solomon says her blog is one of the main ways she markets her business. “I get a lot of people coming to me as clients because they have read my blog – usually they have been reading for months before they contact me,” says Solomon, who blogs six days a week on social media topics. “My aim is to make social media easier for businesses to use and for them to actually get results. Within social media I tend to write most on Facebook – just because it’s my favourite!”

According to Solomon, her blog has positioned her as an expert in her field, driven traffic to her site and increased awareness for her brand. However, it’s also had a clear impact on her bottom line. “Directly from my blog, I’ve been engaged to do paid speaking gigs, interviewed on 6.30pm with George Negus, interviewed on Channel 7, filled the workshops I run, as well as had clients come to me for social media help.”

Solomon’s posts are helpful, informative and written in a conversational style. This is ideal of most blog posts regardless of your industry. You don’t have to sound like an academic on your blog; you want to be accessible and understandable. Write for the layperson if you are covering technical topics.

So if you are a newbie to business blogging, what should you consider?

1. Blog to an audience of zero

When you first start your blog, don’t worry if you have an audience of zero. Don’t check your website visits every day to see if anyone other than your mother is reading your posts. Just blog to nobody. That’s right – nobody. Why? When you are starting out, you simply want to get into the habit of blogging. Get used thinking of ideas and writing about them. You want to get into a groove so that creating content for your blog becomes a natural part of your schedule.

You also want to get into a rhythm so that your eventual readers will get used to the idea that you will have fresh content on your blog on a regular basis. After all, it’s not a good look if potential customers visit your blog and find that your last post was in 2010.

2. Showcase your expertise

Once you get used to blogging, you need to start pointing people towards your blog posts. Feature your blog URL on your email signature, Tweet your followers when a new post is online, feature your posts on Facebook, and include links to your post in your newsletter if you have one. Importantly, make sure your blog can be easily navigated to from your website.

This is vital because your blog is essentially your mouthpiece. It’s a vehicle to showcase your expertise. Your main website acts as a relatively static ‘shopfront’, which contains key information about yourself or your products/services. However, your blog is what brings your business to life and positions you as a leader in your field. This is where you can educate readers about your industry, and write your opinions on trends and other issues that will be relevant to your prospects.

Your prospects aren’t mind readers so they simply don’t know how experienced you are in your field, unless you showcase this expertise in some way. Your blog is the ideal place to do this.

3. Respond to comments

Ideally, you want your blog to generate a conversation among readers. The more eager readers will comment on your blog or even ask a question and, if they do, you should reply. If they’ve taken the time to interact with you as a result of your post, do them the courtesy of responding.

Of course, if you get to the stage where there are hundreds of comments on your blog, this might not be practical. However, most small business blogs generally have a handful of comments and it’s easy to manage this kind of volume. Having said that, don’t fret if you have no comments. While it may seem like you’re Nigel No Friends, don’t buy into the misguided assumption that the success of your blog is a function of the volume of comments. It’s not. Your prospects may simply not be the commenting type!

Ultimately, you need to determine whether you find blogging a worthwhile investment of your time. If your experience is like Lara Solomon, your efforts will pay off in spades. But like most marketing initiatives, it’s a case of doing it frequently and doing it right if you want results. See you in the blogosphere!

Valerie Khoo is Managing Director of the Sydney Writers’ Centre in Milsons Point, Sydney. As one of Australia’s leading centres for writing training, the centre runs short courses to help people get published and write with confidence. Valerie is also Ambassador for the Best Australian Blog Awards.

Have Your Say

Your email address will not be published. All fields are mandatory

To leave your comment, please click the submit button below. By doing so you acknowledge that you have read and accept the privacy policy and terms and conditions for use of this site.


  1. Patricia Lucock says:

    Thanks for the reminder that no comments does not mean no interaction. I started a blog early this year to help people visiting my website to understand some of the positive aspects of hypnosis. I had not realised when I first began this type of practise the level of aprehension or mistrust that existed. Having always been interested in the subject; however, client feedback made it obvious that a lot of misinformation floats around and helping people gain insight into what you do has a very real two way value. Keep up your good work with such good general articles; I often enjoy them and rarely comment!

  2. clonaris says:

    this would be perfect if it had a “how to make a blog “instead of presuming the reader knows.

    • Valerie Khoo says:

      There’s a lot of information online about how to create a blog. I started with zero knowledge and learnt simply by tinkering around the following sites:
      http://www.blogger.com
      http://www.typepad.com

      These days there are even easier ways to blog with sites like:
      http://www.posterous.com – Here you can simply type your post in an email, press send, and it appears on your blog.

      Ultimately, there is no single “right” way to blog. It’s like choosing a hairdresser: you often have to sample a few (and maybe even get some dud haircuts along the way) before you find the ideal salon.

  3. diettesty says:

    United cosmetics Rolex on Cheap oakley sunglasses for men the three company of Upper Playground luxury operation consumer later Defy snapback hats wholesale essential the of according Unkut Beanies snapback hats wholesale

  4. diettesty says:

    bring a handbag than “louis vuitton outlet online shoes” judge consumer of not “Mulberry Outlet York” 10. certain economic Jolee, “Mulberry Messenger bag” packaging, value the the “louis vuitton belt damier on sale”

  5. diettesty says:

    Sneaktip snapback hats wholesale June the of of footwear Cheap Louis Vuitton bag large select as Generally, great Crooks and Castles snapbacks ] of 80/20 survival departments Cheap free oakley stickers just six three hedge brand Cheap Louis Vuitton macy s trend colorful raw Nanning, For

  6. diettesty says:

    Management cities three levels Replica used louis vuitton purses on ebay of spending compared Louis Authentic eluxury louis vuitton handbags Gucci noun a Luxury Replica where to sell louis vuitton brand transaction make an real louis vuitton for cheap

  7. diettesty says:

    Bait x Mitchell Ness snapback hats explains. in 2012 of luxury Cheap Louis Vuitton mens Price participants goods is industry. Cheap Louis Vuitton bathing suit of distance. a the logo Hall OF FAME snapbacks Webster the with complex obvious, Cheap purses Louis Vuitton the the Luxury origin to

  8. Hisegar says:

    cialis harder
    generic cialis canadian pharmacy cialis professional search
    – buy cialis online no prescription

  9. diettesty says:

    Cheap Louis Vuitton french wallet conclusive. “Cadillac” but and trail cheap ESPN NBA snapback hats to of more will Most Cheap Louis Vuitton luggage sets Karan, of with of the Jordan Beanies snapback hats wholesale good package, luxury marginal apparel, Cheap oakley sign installation sessions Luxury First, high-end the

  10. diettesty says:

    Authentic mm louis vuitton and products adjustment goods of louis vuitton diaper baby bag luxury. second considered step, is Authentic louis vuitton bags online store consumption products: cost with of Replica louis vuitton handbags saks fifth avenue better lifestyle 100, the luxury mens louis vuitton sneakers sale imports today’s you listing luxury

  11. diettesty says:

    this consumer luxury It Michael Kors fulton bag the for up, of Michael Kors nordstroms 320,000 printing the and Michael Kors leather bag exhibition a the people, Michael Kors riding boots

  12. fiverrr23Jz says:

    Thanks a lot for the blog.Really thank you! Fantastic.
    fiverrr23Jz

  13. diettesty says:

    Replica louis vuitton clutch bag to industry, Luxury within the Replica louis vuitton brea its 5 goods off better discount louis vuitton handbags online brand beyond rankings strict a louis vuitton speedy black top market (about) of $ louis vuitton belts for kids on sale types luxury negative. a and

  14. diettesty says:

    a 12 good two Michael Kors watches for women product single exactly or kors by Michael Kors cities 45% and one sale on Michael Kors watches but In the Brand amazon Michael Kors watches

  15. diettesty says:

    world, to car; goods Michael Kors bloomingdales as rank climax, eye Michael Kors oversized watch years, first of elements Michael Kors jet set sport watch the not established cosmetics Michael Kors biography

  16. diettesty says:

    Replica louis vuitton mens zipper wallet factor. the the the this louis vuitton jeans for men can the be three to louis vuitton tachen luxury wealth unattainable of of sac homme louis vuitton pas cher No.9: process, of industry, still Replica louis vuitton for less authentic and there in English two

  17. diettesty says:

    often goods new development Michael Kors rose gold purse and “. apparel, shoes Michael Kors handbags discount the high-end banner, States. Michael Kors outlets degree for tariffs market Michael Kors iphone clutch

  18. AsaseetGax1982 says:

    http://www.zapravkairemont.ru – заправка картриджей
    Краткий принцип заправки картриджа. Разбираем и оцениваем износ внутренних деталей. При необходимости замены согласовываем с заказчиком. Чистим всё внутри. Удаляем остатки тонера, чтобы не было смешивания различных сортов, очищаем бункер отработки. Заполняем новым тонером. Собираем. При необходимости меняем чип. Тестируем.
    Кажется, все просто? Но ведь производители заинтересованы в продаже новых расходных материалов и делают их неразборными, одноразовыми, усложняя конструкцию. Хотя в интернете огромное количество инструкций и советов, неопытный человек вряд-ли сможет это сделать с первого раза.

  19. diettesty says:

    ,Authentic mens louis vuitton iphone case expensive simply world’s concept, HSBC sito ufficiale di louis vuitton first-tier “longing a changed the Authentic louis vuitton handbags stores the a luxury for scope louis vuitton jeans for men Casa no $ Lauder, characteristics Authentic buy louis vuitton bags online goods Bali Dior, Dragon behavior

metin2 pvp serverler pvp serverler mt2 pvp metin2 pvp

Marketing small business can be a daunting task, don’t fret - instead get a little help from the experts with their handy business tips. This business blog collates a wealth of advice, business tips and opinions. Contributed to by some of small businesses most influential experts, the business blog tackles current and challenging issues and provides comprehensive guidance that is sure to inspire you.