How Is Small Business Blogging Different From Regular Blogging?

Patrick McFadden

In short, regular blogging is simply a hobby. Small business blogging  is a low-cost way to create opportunities to get your website found by ideal clients that you want to find it, so you can generate new leads and customers for your business.

It’s also important to note that when you’re doing small business blogging , your blog posts are about a particular subject matter related to your business. For instance, Indispensable Marketing is a small business strategic marketing company, so our blog talks about small business marketing topics — taking a business and strategy-first approach to marketing your business, discovering your ideal client, lead generation, etc. Your business blog will talk about subject matters that are related to your business.

One key component to small business blogging is your visibility online. Visibility online is exactly what it sounds like — being able to be found and seen on the internet. This could mean your business pops up a lot in search engines, on social media, on other people’s blogs as a guest writer, etc. Business blogging for the small business is one way to help get your company out in front of people looking for your products or services on the internet.

A small business blog is a marketing channel (just like social media, direct mail, email marketing, etc.) that helps support business growth. It does that by driving traffic to your website and providing opportunities for that  traffic to convert in some way . Traffic for various businesses might convert differently — some aim to turn traffic into leads to hand over to a sales team, others may aim to convert traffic into customers via an online transaction — but ultimately, small business blogging will initiate conversions that drive more business.

By Patrick McFadden March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.
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