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FEATURE BLOG ON! Blog on!


Social media, website development and SEO expert Jonny Ross has more than 15 years experience in small business management. He shares his top tips on how retailers should use blogging to help attract customers, demonstrate expertise and improve relationships with customers.


Blogging; it’s the one word in business that fills most people with fear. However, keeping a blog is the one key element that can bring an unlimited amount of benefits to any business, regardless of your industry sector. This article will show you how a blog can form the basis to your online presence and is something that every business can do, no matter what your previous experience.


Why?


The UK flooring market is extremely competitive and therefore, blogging can be an effective tool to ensure that your business is able to stand out from the crowd. According to BIA/Kelsey research carried out in 2010, 97% of consumers use online media when searching for products and services in their local area. This is a huge statistic and demonstrates that in an online driven market, businesses must have a strong digital presence in order to target their consumers. But how can running a blog fit into your online strategy?


How?


Blogging should be the foundation of everything you do online. One blog can be turned into a plethora of digital content; one blog post on your website could be turned into a Facebook post, several tweets on Twitter, a LinkedIn discussion, and even a Pinterest post. If you include links to your blog post, this not only drives traffic from your different social media platforms, but also shows Google that you are constantly creating great, original content. This is something that Google measures highly and therefore increases your chances of being found higher up in a Google search, which is extremely important if you are aiming to attract new customers.


What?


Many people find that the problem with blogging is creating great content in the first instance. This is an issue that many writers face, but it is often maximised when those writing the blog have no previous experience. There are many techniques, which can be implemented in order to ensure


14 | Winter 2015 Tomorrow’s Retail Floors


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