Does Your Small Business Have What it Takes to Blog?

There will never be too many blogs out there, because every writer has a unique voice, opinion, and perspective. Are there too many blog posts that cover the same topics, in similar words, with no original value to them? Of course. It would be impossible for the millions of bloggers out there to have an original idea every day. It’s the perspective from each blogger that transforms a topic.

In an instant-publishing world, everyone can blog. Does that mean that you should blog, or that you have the cojones to keep up with it? That’s up to you. As a small business owner, you have an expertise and a very special perspective that readers and customers are looking for. Why would they want to read an article about how to cook risotto from some stranger, when their favorite chef has one up on their blog? Or how about watching YouTube to learn how to put together a fancy updo? Probably more likely to watch a video from their own trusted hairdresser.

So if you’re considering starting a small business blog, here are six things to consider:

1. Do you want to blog?

Do you have any interest in blogging, or do you just think that you should be doing it?Mark my words, if you do not enjoy blogging, you won’t keep it up. If it’s a chore, it’ll become the last to-do on your list and while old content is better than no content (that is, if you’ve done your keyword research), it’s still old news.

2. Do you have contagious passion?

Along the same lines as whether or not you want to blog, it’s equally as important that you’re passionate and that it shows. For example, Matt Jennings (disclaimer: a Swipely client) and Chef/Owner at Farmstead and La Laiterie in Providence, RI has no lack of passion. His photos on Instagram have landed him a featured post on the Instagram blog, and the Chef at Lafitte in San Francisco has taken a similar liking to the video-sharing social network Social Cam with his informal but often hilarious “what’s for dinner” series.

So regardless of platform—blogging, Twitter, Instagram, SocialCam, Pinterest or other PDPs (public displays of passion)—you need passion to move on to the next level. No passion = no readers.

Matt also puts out a pretty great blog, by the way.

3. Do you have the available technology?

Sure, it’s nice to have a blog incorporated into your website, but if you’re not in a place right now where you can afford a new website, or someone to install a blog into it—that’s not a stopping point. If you have the passion to blog, just start using something free like Blogger. When you have the cash later on, you can always import those blog posts and you won’t have missed golden opportunities when your brain was overflowing with post ideas. When you’ve got ‘em, write them down.

Mag’s Coffee Shop in Clarksville, TN didn’t even wait until their coffee shop opened to start blogging, which is why lucky customers got to read the whole story of them opening their business before the doors even opened.

4. Do you know what you want to write about?

My recommendation to you in terms of topic ideas is to stick within your niche. Don’t spend your time writing commentator posts on public affairs, or things that customers won’t recognize when they read your blog. But does a personal story (somehow related to your business or background) work well for a business blog? Yes, they really do. Just look at Alayne White, a spa owner (and Swipely client) who often writes blog posts “from Alayne’s brain“. She’s also contributed here on the SwipelyWorks blog.

In addition, you should be able to write posts that are helpful to whatever clientele you serve. Recipes and info-packed posts about ingredients work great for restaurants. M Salon in Houston writes blog posts about fashion and hair how-to’s in addition to writing reviews about hair styling products.

5. Are you well-written?

The sentences you write should be legible. They should make sense, and they should keep up the idea that you are a smart knowledgeable person—an expert in your niche. Does that mean you shouldn’t blog if you got consistent C’s in high school? In this case, since you’re not writing for The New York Times, it’s more important that you have the ideas and the passion than the correct grammar skills. It’s always nice to have someone read what you’ve written before you post, though. Everyone needs an editor.

Again, it’s way more important that you have passion, personality and expertise than knowing where every apostrophe goes. Don’t let insecurities hold you back. If you stink at writing, there’s always video-blogging.

6. Do you have the time?

Blogs should really be updated once a week to keep from getting stale. If you have a Twitter or Facebook account, these are great places to spread your blog posts and might even provide you with subject matter if you reach out to current customers and followers. But if you think that you won’t have time to blog but once every six months, maybe you’re better left to marketing other ways.

The big question is, will giving away valuable trade information take away from your business? Look at it this way… If they are short on cash and can’t afford your services today, they won’t be spending money with you regardless. However, the next time their wallets are a little fatter, who will have built rapport with them in the meantime? That’s you.