Did you know small businesses that blog get 55 percent more website visitors and 126 percent more lead growth than businesses without one? It’s no wonder that more owners have a blog for their small business. It can be an important way to reach potential customers (and stay in touch with current ones). The key is to give them information that they can use. Here are some handy tips as you start writing for your small business blog.

The idea behind blogging isn’t new. Remember the newsletters you’d get in the mail from Kraft Foods with recipes and cooking tips? They shared relevant information from their area of expertise. Today, blogs do the same thing but with virtually anyone having an Internet connection. That helps you reach more potential customers.

Consider these tips before you post something on your small business blog:

• Share, Don’t Sell – Your blog should share information, not sell products. Focus on giving useful information. For example, a hardware store might blog about the difference between latex and oil-based paint (and when you should use each). While the store may sell both types of paint, the emphasis is on helping customers answer a question they may have. The relationship that results is what will drive potential sales later.
• Write Right – How you write can be as important as what you write. Blog posts should be short, so narrow your topic. Aim for 200 to 400 words. Write conversationally rather than the way you wrote that research paper in school. Use the word “you” rather than “we” as often as you can. Remember, this is about your reader, not you.
• Look the Part – Your customers are likely to read your blog on their mobile phone while rushing from one place to another. So make it easy to scan. That way they can read the parts that interest them most. Break up the information visually with shorter paragraphs. Use subheads to group related information together. Try using bullet points if you have a list of things rather than long sentences with a series of commas.
• Post Frequently – Develop a regular schedule when you will post new information. How often you post will depend on how much content you are willing to generate. For many businesses, one to three times a week is manageable. Generally, small businesses tend to see the biggest gains the more often they post. You can extend the reach of your posts by also sharing them on your social media sites.

More small businesses are turning to blogs to help develop relationships with current and potential customers. Successful blogs focus on topics that matter to your readers. By providing relevant information, you become a trusted source that they will likely turn to when making a purchase.