Blogging for Small Businesses: A Case Study
Well, June has come and gone, and with it, so has our monthly challenge to produce and publish 100 blogs in a month. You may think that sounds crazy, and you may well be right. Our Head of Content’s reaction was “That’s mental!” but there was a method to our madness. We set out to write 100 Blogs in a month so that we could show you what’s possible with blogging for small businesses.
You see, our challenges are all about showcasing different areas of digital marketing. We like to practice what we preach. By exploring different digital marketing activities ourselves, we are able to clearly demonstrate the direct impact and the results that can be achieved. Yes, our challenges always go a little further than you would need to. But it’s a great way to accelerate and magnify the impact these challenges can have.
In May, we ran our #30DaysOfLive challenge. It was simple really. Every day one of the senior team went live on one of our social platforms. During that period, video views on the Social INK – Digital Marketing Facebook page went up 700%. Our YouTube channel, that was a little neglected at the time, went from 6 minutes of watch time in April, to 914 minutes in May. That’s 152 times as much.
This is what it’s all about for us. Showing you the potential that a particular feature, or a particular channel, has to impact your overall digital marketing. And June was no different.
Blogging for Small Businesses
Far too many of the small businesses we speak to don’t want to blog. They don’t think it’s useful. Or they don’t feel they have the time. Or ultimately, they just don’t understand it and so they ignore it. If this sounds a little familiar, don’t panic. You’re not alone.
In this article, I hope to change your mind. Or at least pique your interest enough for you to want to find out more.
Let me start here.
What if you could more than double your website traffic in just 30 days?
These figures show a 237% increase in users, having viewed more than double the number of pages from the previous month.
Now I don’t know about you, but here at Social INK, we’re happy that we’ve moved the needle that much so quickly.
Are You Interested in Blogging for Small Businesses Now?
Here’s how the month of June played out for us, according to our Google Analytics account. You can see we’ve had a couple of interesting spikes as the month has progressed. We’re also not counting the fact that June has one day fewer than May. But it’s clear to see the increased impact of the additional content.
But that’s not all. You see, part of the benefit of blogging for small businesses is being found by search engines for the content that you’re creating. That takes time and effort. It’s often referred to as SEO, and you can find out more in our article SEO for Small Business: Search Engine Optimisation Basics.
Being found by search engines like Google, for example, takes time and effort. It can happen by accident of course, but we wouldn’t recommend keeping your fingers crossed and hoping for the best. Over the next 6 months, we will be updating this blog to continue to show the progress of the content we created during this challenge, as well as other key steps we’ve taken along the way.
For now, let’s take a look at the SEO impact of blogging for small businesses.
You can see from our top channels for acquisition that social media is our biggest source of traffic (to be expected, after all, we are a social media marketing agency). But what was really interesting for us was the impact these blogs have had on our organic search.
Organic search is where we’ve been found by a search engine (Google mostly) for a particular search term. You can see from the pie chart that this represents nearly 20% of our traffic for the month of June. But is that good or bad?
Throughout June, during our 100 blogs challenge, the amount of traffic we received to our site from organic search increased by nearly 200%. Usually, it can take months for organic search to impact a website. Even more impressively, we’ve already started seeing content found for particular terms.
Still Not Convinced of the Benefits of Blogging for Small Businesses?
As you’ve probably noticed from the pie chart above, social media plays a huge role in bringing traffic to our website. And it’s probably similar for you too. But far too often, people get tired of posting on social media and not seeing the results. Blogging is a great way for you to change that.
During June, our social media was on fire. Why? Well, because we wrote 100 blogs. That was 100 posts for us to share. More than 3 a day, on all our social profiles. No more wondering what to post today, or even tomorrow, or next week. Your blog posts are a great way to engage your audience on social media.
On Facebook, you can see our stats are slightly down from last month (our #30DaysOfLive was incredible for building reach and engagement). But, compared to April, they’re up nearly 20%.
The content also resonates with our audience. Why? Well, when we’re blogging, we’re creating content that’s directly relevant to them, and us. It provides value and increases our audience’s awareness of what we do and what we offer.
It’s not about selling on social media, it’s about education, giving value, creating the foundations of a relationship that you can build on later.
What Are the Next Steps?
First and foremost, we’re not suggesting you start a mad adventure like trying to create 100 blogs in a month. But, it’s definitely time for you to get started. Something manageable. How does writing 2 blogs a week sound?
You don’t need to start big, but you do need to start.
Don’t know where to start? How about with some free advice from the team that just published 100 blogs in a month? You can claim a free digital marketing consultation today and spend that time getting ready to increase your traffic and build your business as a result.
Alternatively, it might be time to just bring in the pros to help run all your content marketing for you? That’s what we do after all. Let us take care of blogging, social media, and creating content to help build your digital marketing and you can focus on actually running your business.
It’s up to you! But at the end of the day, if you could double, or even triple, your website traffic, what impact would it have on your business?