Connor BrookeAs a small or micro business owner you know that business blogging is good for business. This knowledge is supported by a by a study by Hubspot which showed that businesses that blog have far better marketing results. In fact, businesses that blog have:
- 55% more website visitors – And that means more people to convert to leads and sales.
- 97% more inbound links – And that means your authority on search engines is increased and so you are more likely to get a higher Google ranking.
- 434% more indexed pages – And that means more pages on your website so you’re more likely to get found in search engine results.
If you’re not already blogging then this information should make you consider blogging for business.
However, I’m not going to recommend that blogging is great for every small and micro business. This is where targeting your audience and knowing who you are writing for comes in. If you’re targeting the over 60’s with your product or service then the likelihood is that they may not have a computer and internet connection which means spending time crafting great blog posts is a waste of your time and money.
Before you start blogging consider the following questions who help you determine who you are writing for:
- How old are they?
- Where do they live?
- What is their home like?
- Are they more likely to rent or to buy?
- Where do they work?
- How much do they earn?
- How much disposable income do they have?
- Where do they shop?
- Do they drive, and if so, what?
- Where do they socialise?
- Are they married, have a partner or single?
- Do they have children?
- Do they have pets?
- What do they typically wear?
If you are already writing a business blog then take the time to do a sense-check and check that you are writing for your customers and not yourself.
Why am I telling you this? Because if you know who you are writing for then you’re writing becomes more targeted. This in turn makes it easier to attract readers, engage with them and ultimately turn them into customers.
If you’ve any questions about this then use the contact form to get in touch and I’ll help you.
Your turn
Did you consider your target audience before you started blogging? Have you done this exercise recently and if so did you learn anything new? Did who you are writing for change?
photo by: Daniel Voyager
This article was written for Business 2 Community by Connor Brooke.
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Shame on you! “If you’re targeting the over 60’s with your product or service then the likelihood is that they may not have a computer and internet connection which means spending time crafting great blog posts is a waste of your time and money.” … As a member of that generation who has both CompTIA A+ & Net+ certs, I will have to say you are DEAD wrong.
Many of us – old broads and boys – do too have PCs and Macs, and even iPads! And gosh since we can’t retire quite yet – we still have to keep working in today’s increasing inter-connected world.
Which means we buy, use and work with computers everyday in order to kick butt, especially the butt of young whipper-snappers like you! And while we might not be as hip on Facebook as others (I prefer to actually meet with my friends, face to face) I routinely write blog posts and have them read by the over 60’s crowd.
Perhaps no one reads some of your younger business bloggers simply because they have – GASP – nothing new or interesting to say to us old ones?
Just my 2 cent comment before I fade into senility!
Thanks for your comments. The point of the article was to get writers of blogs to think about their target audience rather than write about what they wanted to write about. I wanted them to think about what their audience wanted to know because then it would be interesting to them, whatever their age.
You’ve picked up one example, and I don’t believe I am DEAD wrong. I know my parents and step-parents, my husband’s parents and some friends’ parents don’t have computers, internet or even a mobile phone so there are definitely some people out there that targeting with a blog just will not work. It’s not necessarily an age thing but an understanding your audience thing.
If you’re writing blog posts and getting them read by the over 60′s crowd then you probably understand your target audience and are writing content they want to read/know about.
P.S. As someone who is in her 40’s I wouldn’t exactly call myself a young whipper-snapper ;-)