The Business Behind Blogging.
Last week I was reminded of two frequently used terms in the hospitality industry. Front of House (FOH) – generally refers to everything hotel/restaurant guests see, e..g. reception, bar, dining and meeting space, private rooms, etc.; and Back of House (BOH) – areas that are off limits to guests (e.g. kitchens, offices, storage, etc.). What a great analogy for the business behind blogging – and why every small business should! It’s part of the art of marketing!
Blogging for Readers (Front of House):
- provides helpful information that solves problems, introduces your products and services for prospecting or cross-marketing, builds thought leadership by showcasing your work.
- earns trust. Hubspot reported, “in a recent survey we asked respondents how much blogs affected their purchasing decision. 71% of respondents said that blogs affect their purchasing decisions either somewhat or very much.”
- regular blog posts portray a professional image – you’re taking the time to add helpful information regularly.
Blogging for You (Back of House):
- helps with search engine optimization (SEO). The more blog posts you publish, the more indexed pages you create for search engines to display in their results. In other words, business blogging helps your business get found. Here are examples of search engine optimization at work:
“breast cancer therapy burlington ont” – page 1 results – http://www.corbettchiropractic.ca/breast-cancer-care/
“quickbooks training” – page 1 result – www.artofaccounting.ca
“quality solar lights” – page 1 result – www.free-light.com
“custom closet organizers Burlington” – page 1 result – www.organizeyourself.ca
“solutions to marketing problems” – page 1 result – www.artofmarketing.ca
- provides reportable results (through Google Analytics and email marketing programs such as MailChimp).
Those are just a few of the reasons you should blog. Here are 5 reasons you don’t.
- You don’t know what to say
- You can’t commit to a schedule
- You’re not a good writer
- You don’t have a blog on your website
- You don’t see the point
All of these reasons are valid, and easy to overcome. Get started with an email.
Ah-ha Marketing Moments: Sales & Marketing Tips for Small Business
© Wendy Marlow, The Art of Marketing Inc. 2016