So, your small business has a blog. The branding matches your social media channels, and you are consistently churning out your own original content. Nicely done! Wait, what? You haven’t gotten around to starting a blog for your small business? Okay, immediately read about why you need a business blog.

We’ll wait.

Now that you do have a blog and you post regularly, it’s time to talk about whether you’re seeing any ROI (return on investment). You’re sharing the link on social media, but if you’re not sure about ROI or even your blog traffic numbers, it’s time to delve a little more deeply into post promotion. Simply publishing content isn’t enough.

Here are our 6 tips for promoting blog posts. We’ll help you make sure no stone goes unturned when it comes to promoting your blog—and your small business.

1. Monitor your blog traffic

Make sure you have Google Analytics set up to capture blog post traffic. Google Analytics compiles information about where people are coming from, how long they’re spending on each post, and if they’re clicking around to other areas of your website once they’re on your blog. This will give you invaluable information about what your readers and potential customers are interested in learning more about.

2. Stay engaged with your readers

Monitor and respond to any and all comments to blog posts. Readers may ask additional questions about the topic you covered or offer other insightful commentary that requires a response, even if it’s just to say, "thank you for reading." Even small comments can make a big difference. Once you start building a rapport with your readers, they’re more likely to keep reading, and to become interested in other areas of your business.

3. Highlight relevant products

Use your blog to direct people to the heart of your small business, whether you’re offering products or services. The key remains to highlight products and tie-in products only when appropriate. You never want to be overly sales-y. Be sure to share lots of images, because they can spark interest even if someone is just scanning what you wrote. Cover topics that are true to your brand in order to achieve an authentic voice that helps lend authority to your site.

4. Keep topics evergreen—and keep promoting on social media

We always recommend our clients never date their posts and stick to subjects that are evergreen. (Evergreen content means the majority of the information stays relevant, even as time passes.) Don’t be shy about re-sharing your past blog content across social media platforms. As your followers grow, there may be new ones that don’t know you have a blog…yet!

5. Share new posts directly with subscribers

Send your new blog posts to your email list and/or include a blog content roundup in your company newsletter. It’s important that your followers can read your posts no matter where they follow you, and not everyone checks social media consistently.

6. Draw attention to your blog

Include a link to your blog in your email signature. It helps promote your blog every time you message a customer, vendor, new contact, colleague, or even friend.

Something to remember!

We understand blogs can be frustrating at times. People’s interest in them waxes and wanes, which means you can feel like you’re writing in a vacuum at times. Before you consider pulling the plug on your blog, remember:

  • Blogs help build a community.

  • By having a blog, you are further establishing yourself as an authority in your field, including whatever it is you are selling.

  • Blogs serve as an extension of your brand. You want people to visit your website, stay a while, read something insightful, and hopefully your words will help turn them into a customer.

  • SEO! SEO! SEO! SEO! Blogs help your site appear higher in search engine results.

How has your blog benefitted your small business?

If you still haven’t started a blog for your small business, Take Flight can help. We have an expert writing staff that can provide pitch lists at the beginning of each month and/or content ideas can come directly from you, which our staff will research and write.