A lot of websites are built with blogging capabilities in mind, but there are many reasons why small business owners are less than excited about using it. We get it. Blogging consistently is hard work – and sneaky thoughts of “is anyone even reading this thing??” can quickly creep in. It’s a fair question. There is one sure-fire-way to increase the likelihood of your blog posts being read, enjoyed, and maybe even shared. That thing is developing an email list. In this journal entry, we’re going to cover why your email list and blog are a match made in heaven.

Before you start rolling your eyes, like “okay, East & Eve – if we don’t have time for blogging – what makes you think we have the resources for EMAIL?!”… don’t worry. Building out your email list doesn’t have to be a lot of work. Unless you are super passionate about emailing, you can set and forget your email list collection. The first step? Create a form that securely grabs emails from possible future clients on your website. Our all-time favourite email management software is Flodesk. Once you’ve got that sorted – your email list can grow while you sleep.

The Power of Reaching Your Audience Directly

It can be disappointing showing up on Instagram and TikTok. Small businesses that haven’t yet found their “viral” groove or amassed a large following often face less-than-spectacular analytics. That’s where email rocks. Email lists allow your business to reach out directly to potential customers (who have already shown their interest in what you do) to share your thoughts, resources, or offerings. The addition of a blog creates a perfect digital feedback loop. By regularly updating your website’s blog with content people want to read, your business can attract new visitors and encourage them to sign up for the email list. At the same time, when you post a new blog post – you have a ready-to-go topic for your next email! Pretty cool, huh?

If you have ever worried about losing access to your social media platforms, an email list is great protective measure as well. It means you’ll be able to send an “I got hacked” email to your audience and direct them towards the spot where you plan to rebuild.

Developing Credibility and Recognition

Blogging and using an email list isn’t just about directing traffic or collecting potential leads. Those things are good by themselves, but it’s also about working towards thought leadership in your industry. When you Google something, you trust that Google is going to give you the best accurate results. When Google can’t do that, you don’t blame the search engine – you just refine your search. Consistent, high-quality blog posts can be the thing that shows Google you know what you’re talking about. More than other people who use your keywords. By providing valuable content through a blog, your business can establish itself as an expert in your field and earn the trust of a wider audience. Once your blog has put you and a potential lead in touch (thanks Google!), your email lists allows your relationship to flourish and grow deeper. It’s a great way to stay in touch and offer them exclusive offers, resources or discounts. We ALL know that Instagram can’t be trusted to share a post with your entire following. In this way, a consistent and well-designed blog can help establish your business’s brand and increase its visibility, while your email list keeps in touch with your audience and builds trust between you.

Sending the Right Message to the Right People

As your business grows, you’ll likely find that your offerings become more diverse. You’ll have “baby” offers for folks with smaller investment capabilities – and then services or products that keep you in business. You may also have different areas of expertise or types of products that don’t appeal to everyone who desires to hear from you. This is where email shines. Most email management softwares allow you to segment your audience and send targeted marketing messages to different groups. From a client perspective, this shows you’re listening and you care about showing up with content/advice/resources that matter. This can be a super powerful way to increase your leads, your sales and client loyalty. It also just makes the content you share more readable. In the same way, you should be categorizing your blog posts so your site’s visitors can easily find content that works for them.

Your Email List and Blog Sitting in a Tree, K-I-S-S-I-N-G…

Personified – an email list and a blog would get along quite well and we have no doubts about their relationship progressing to physical intimacy… But, overall: a blog and an email list together can be a marketing powerhouse if you use them correctly. Alone, these tools are definitely worth the time investment (and the yearly fee for email software – which we can totally get you a discount on, by the way). Together, they are a forceful combination for small businesses – driving website traffic, building trust, and increasing brand awareness.

Not certain what your brand actually stands for? You’re in the right place because we can help with that. We offer brand strategy consultations to folks who are not yet ready to invest in holistic brand design – which can provide some well-deserved insight into how you can confidently show up on your blog and in your emails. That said – we also love crafting strategy-led holistic brands and websites for businesses ready to lean into their unique zone of genius.

For the folks who are just stopping by, and got this far. Hey, we like you. Here’s a blog post prompt freebie. (Just don’t forget to sign up for our email list.)