Canadian Small Business Women

Connection, Synergy, Community

Why Blogging Is Important To Every Business Owner?

Malene Jorgensen

 

 

You may have heard that you need to have a blog on your professional business website as a marketing tool. But once you have created the blog, you may not have any blogging ideas that would match your company mission. This is one of the common struggles of having a business blog.

However, there are three major reasons why blogging is crucial, especially if you are a small business owner, trying to gain credibility in the massive market place. You need to create a trustworthy brand, and that can be challenging if you are hiding behind a website. In addition, a blog opens a gateway between yourself and your customers, and lastly, there are technical benefits of business blogging.

 

CREATING AN OPEN DOOR

When you think about blogging, you may be thinking about individual blogs, where people write about their favourite foods, their feelings and their thoughts. Of course, you should not use this kind inspiration for your business blog. But you should use the structure for your website.

A company can create a gateway of communication with customers by having a blog. The blog should answer common questions in a way that does not come across as a sales pitch. For example, if you are selling insurance, you want to write articles about why insurance is important. You can share case studies, address common myths, and answer questions from potential customers.

If the idea of a blog doesn’t work with your business, you could sell it as a column instead. This may work better if you are using yourself as a brand or business image.

 

ESTABLISHING RELATIONSHIPS

A blog isn’t about you. It really is about your customers. It is about what you can offer them. And this should be a two-way street. Often, people will disable the comments section on the blog, so people cannot respond to the article. And this is a big mistake.

People want answers when they find your article, and they will often look for a comments section to ask that question. This is your chance to impress your potential customer and reel them in. Don’t disable comments and miss this great opportunity. Use your blog to establish strong relationships with people who are genuinely interested in your products or services.

 

MORE EXPOSURE

Lastly, having a blog on your business’ domain helps you in technical ways as well. Every time you publish an article, you are increasing the amount of individual pages you have on the Internet about your business. Other pages include your “about” page, your “contact” page and your “home” page.

Now, in the grand scheme of things, you may not think that a single page will do much for your exposure, but you are not competing with every other page on the Internet. You are only dealing with those pages that are offering the exactly same thing as you. So, with a healthy keyword density and valuable articles, you are well on your way to a successful business blog.

Malene Jorgensen is an entrepreneur, author and speaker. Jorgensen is passionate about online content, blogging, online business development and e-commerce. She owns an international media publishing company and a design studio. Jorgensen has written several books that are sold in over 50 countries. She is also obsessed with coffee and Twitter. You can reach Malene Jorgensen at Website | LinkedIn | Twitter | Instagram 

What’s in a name? 6 tips for choosing the right company name

Evelyn Senyi

Choosing your organization’s name is probably one of the most important decisions you will make when starting your business. The identity you choose will be the public face of the company and your primary marketing tool. Choose correctly and your company will prosper. Choose incorrectly and you may lose valuable time and energy in your marketing efforts.

 

The name of your business should convey what you do or sell, the culture of the company and what makes it unique. With all this is mind, choosing the right name can be a daunting task.

 

30 years ago naming your business was as complicated as checking with your local business bureau to see if the name already existed and searching the federal trademark database. Now you have to take into consideration web domains, Twitter accounts and Facebook pages. There are millions of small businesses across the internet that you have to contend with for web addresses, search rankings and social media clout. It’s not easy to find unclaimed digital real estate.

 

To succeed in choosing the right name that is unique and available, you need to think outside the box.

 

  • Do your research – first, see what else is out there in your industry. What types of names do the industry leaders have? Are they fun, serious or quirky? This will let you know what is accepted and expected in your field. Second, make sure that you don’t choose something that is already taken or very popular. This will make securing a domain name and search rankings in Google difficult.

 

  • Keep it simple – creativity is great, but make sure that your potential customers can pronounce and spell your name. Using long words from languages other than that of our business can cause confusion and make you hard to find (for example Abrakebabra). Simple names are easy to market and easy to remember.

 

  • Stick to real words – with so few original names left out there, marketers have taken to creating their own words. While for some (Instagram) this has worked, chances are it will backfire for most. Stick to real, traditionally spelled words when thinking of your name. Names that have no meaning are difficult to market without a lot of paid advertising and are hard to search for.

 

  • Don’t limit yourself – if you own a cafe on St. Peter’s Street it might be tempting to call yourself St. Peter’s Cafe, but what if you move? Alternatively calling yourself Bob’s Door Repair might limit you if you were ever to expand your business to more than just door repair. Be sure to choose a name that can withstand change and growth.

 

  • Use keywords – using keywords makes your business easier to find and more marketable online. It also helps customers determine what it is that you offer. East Coffee Company clearly sells coffee or coffee products, so it will be easier for their name to pop up when customers search for “coffee”.
  • Get input – you might think your name is great but you may not have looked at it from every angle. Words that have one meaning for you might mean something very different to someone else. Take the word dog. To some it might mean that cute little puppy down the street. To others it might be a derogatory word for a person they don’t like. Talking to people about your name will allow you to test how it may be received by the general public.

Whatever name you choose, make sure that YOU like it because hopefully you will be using it for a very long time. Make sure to do your homework and check your local business registry to see if the name is already taken.

Evelyn Senyi is a Toronto-based freelance writer, blogger and digital marketer. Through her passion for technology, solid writing skills and creative flare, Evelyn helps individuals, small businesses and not-for-profits share their stories. Visit her website at www.evelynsenyi.com to learn more about her services or follow her on Twitter @evelynsenyi