Why Small Businesses Should Guest Post
These days, businesses, no matter their size, depend on the internet to connect with their audience and market their services or products. For small businesses, the strength of their online presence will dictate how they engage and communicate with their customers. Getting it right will drive all-important brand recognition, sales and profits. Having a fully developed website is a must; but it won’t work in isolation. You need traffic to succeed, and while paying for various forms of advertising will help get your website traction, one of the most cost-effective and powerful ways to do so is by guest posting. If you use guest posting for your small business, you’ll be in good company. In this article, we’ll tell you what it is, and why you should be using it in your marketing.
What Is Guest Posting?
Guest posting, or guest blogging, is simply the act of writing an article and publishing it on someone else’s website. You might be asking yourself, why should I write stuff for other websites? But it’s all about value exchange – they get a relevant article their audience will love and you get a link in the article that directs that audience back to your site. It’s hugely popular marketing strategy, with a recent study finding 86% of companies produce blog content compared to other formats. Here are some of the ways it can help your business.
Increased Website Traffic
The science is simple but effective – you publish guest posts on a regular basis with links back to your website (or specific pages on your site), people read the posts and want to know more. They click on your link and visit your site. Writing great guest content makes you more visible online – and attracting people to your site leads to increased sales.
Connect People With Your Brand
Guest posting will drive new visitors, and every one of them is a potential customer. You’re engaging with them in a conversational way, with content they find interesting. By doing so, you’re opening a door to a new relationship – and they’re then interested in engaging with you. It’s a subtle strategy, but the goodwill it generates is much easier to convert into sales than many more overt marketing efforts. And it works – a recent report found that almost 80% of companies using guest posts said it delivered new customers.
Build Authority & Trust
When you post content that is helpful and useful, the expertise you share gets you attention and recognition. It helps you to be seen as an authority in your niche, as your audience view what you write as credible and reliable. Remember, the internet is plagued by poor quality content and outright fakery. If you can build genuine authority, then the reward is the trust of your audience. A potential customer who trusts what you say is a hot sales prospect. Also, by being associated with great sites, it opens up the door for networking opportunities too.
Improve Your Website’s SEO
Search Engine Optimisation (SEO) is critical to the success of a small business. When people search for a business, they do it online, and if you’re not on the first page of a search engine, you’ve got a mountain to climb. Guest posts are a powerful tool in improving your SEO ranking. Major search engines like Google, Bing and Yahoo all love content that is helpful and useful to their users. When you post and link your site to high-authority websites with great traffic, your SEO receives a boost as the search engines see your site as useful and helpful too. The more times people see your brand on the first page of search engines, the more they will use you.
Grow Your Social Media Presence
No business can afford to ignore social media channels – the audience they offer is simply too large and too important. By guest posting, you can also grow your presence on social media. If you post on a website with content that gets regularly shared on sites like Facebook and Instagram, then your post is likely to be shared too. You can also use your guest blogs as part of your own social media content strategy. Just simply promote and link your recent guest posts. You are creating content that’s easily shared, and that strengthens your social media presence and helps your brand connect with new audiences.
It’s no surprise that guest posting is such a popular content marketing strategy. It’s relatively low cost and its effectiveness is proven. Executed correctly, it will increase your online exposure while establishing your brand as authoritative and trustworthy. Guest posting for small businesses is an opportunity that must not be missed. If lack of time, resources and your level of expertise is stopping you guest posting, then outsource to a digital marketing agency like Muve. Our expert writers create engaging and relevant content for a host of clients and we provide national and local seo services too – please contact us to discuss how we can help your business.