If you are anything like us, you are often frustrated with a lack of traffic to your small business blog. The important thing to remember is it takes time.
The internet presents an incredible opportunity, and with that opportunity comes a large amount of competition. As a new business, then you have to build your brand and community from scratch, which takes time. There are no quick fixes to establish an identity in the marketplace.
Often, the media reports on companies, such as Upworthy, that have early success publishing on social media outlets like Facebook. Once Facebook recognizes that a company is skewing its algorithm to receive more attention then it adjusts the algorithm to the determinant of the new company.
Usually, the search for quick wins and notoriety are driven by media startups that require attention to drive traffic and advertising. Gigaom described the song and dance, where companies provide clickbait:
Clickbait posts are the junk food of content consumption: They provide just enough information sans substance to make you want more.
The solution to creating sustainable success lies in your vision and engagement. The “new” clickbait is now content marketing, which provides your customer base with worthwhile information. Content marketing is at the foundation of engaging your target market (consumer base). (If you want a refresher on how to determine your target market, then please review this post.)
At the core of content marketing and finding your market, is understanding what topics are important to them. If you identify the search terms that your customers use (as it relates to your company), then you can incorporate those keywords into your blog posts. It is important to understand search engine optimization and online marketing in order to find your potential customers.
In a wonderful post about How to Increase Your Website’s Traffic Without Any Marketing, online marketing expert, Neil Patel explains the beauty of “long tail keywords” to help drive traffic.
Who doesn’t want to rank for terms like “credit cards” and “auto insurance,” right? Although those terms are lucrative, they are actually extremely difficult to rank for.
As the article details, long tail keywords are secondary keywords, which have less competition and therefore your content (and company) will rank higher in search rankings.
The hard part is time. It takes time build a content library (a history of blog posts) that resonate with your customers. It takes time to identify the right keywords. It takes time to build a business.
We wish everyone luck on this journey.