By Christopher McMurphy

The phrase “adapt or die” has proved true in the animal kingdom, and it has a place in the wild world of marketing as well. Monumental shifts in the advertising landscape since the advent of the Internet have only served to buttress this point. And while larger organizations often have the full weight of entire marketing departments at their disposal, it can be difficult for smaller operations to keep up with the trends. And failing to move with the times can spell certain death for any outfit.

But those small businesses that feel they lack the means to mount an effective online marketing campaign are sorely mistaken. Any organization, big or small, can utilize modern, proven methods to convert leads into customers and generate that attractive ROI. Here’s how.

Set a schedule

Those running an operation themselves may rightly feel they don’t have much time to commit to crafting and posting regular blog posts. That said, there’s no need for the frazzled business owner to overextend him or herself. Owners should commit to a preliminary schedule that involves making at least one post per week. Once a firm schedule has been set, owners can then focus on increasing the output over a period of time, such as to multiple blog posts per week.

Hire out

Some owners may simply be too busy to even commit to one or two posts per week, and that is understandable. However, that is no reason to forgo a blogging strategy entirely. Time-strapped owners can outsource their needs and hire writers from across the web. There are plenty of quality guest bloggers out there, all with the skill and expertise required to contribute authoritative, original blog posts on a variety of subjects.

Engage

In the world of blogging, the hard sell is anathema to success. The most successful bloggers reach large audiences by getting personal with their readers. When it comes to small businesses, owners are going to want to craft an overall theme to their blog posts (helpful DIY tips, Top-5 lists, etc., etc.) and engage while staying on message. Oftentimes owners find success in this manner by adding personal details and experiences within the content.

Offer help

The best (and most successful) blogs contain content that is of some use to the reader. The average web surfer is highly likely to bypass all blog posts that contain nothing more than sales pitches on their way to more helpful content. That means the blogger needs to be credible in the field in which they write about. An auto parts business, for example, should consider publishing posts on DIY auto repair, as this is of use to their target audience.

Be honest

One of the best ways small business owners can achieve success through blogging is by being honest. The most successful blogs around are transparent and forthcoming about what it is they represent. Fine print doesn’t translate in the blog world, so business owners should air on the side of prudence and gain trust through total honesty.

In the end, if there’s one thing that all small business owners and operators should take away from this article, it is the need for consistency. All the content in the world won’t matter much unless it is visible on a regular basis. That means being diligent in adhering to a firm blogging schedule is paramount for any successful content strategy.