Does every business need a blog? Why should my business care about blogging?
Business blogging lets potential customers get to know your business. Why should a customer choose your product or service over the competition? What is it that makes your business stand out? If you want to increase your online visibility and generate more exposure and leads for your business, start creating a blog.
Consider business blogging as a channel for sharing in-depth ideas, practices and stories that make your company unique. Utilize your blog as a platform for crowd-sourced information by sharing your company’s best ideas and commentary on what is happening in your industry.
We’ve outlined a few reasons that will help you understand why your business should staring blogging.
1. Humanize Your Brand – According to Jeremiah Owyang, “The corporate website is an unbelievable collection of hyperbole, artificial branding, and pro-corporate content.” Creating a business blog will let you speak to your customers instead of speaking at them, as can be seen in the case of a corporate website. Utilize your business blog to showcase your company’s personality. This is key in the social sphere as more and more consumers look for meaningful connections with brands. A blog offers a business a chance to build a real community and make it quick and easy for people to post, comment and update posts. Use your blog as an opportunity to provide real help and answers. Remember, people buy from people. Encourage comments and respond to comments left. A blog gives you really valuable information to improve areas that are lacking in your business.
2. Create Thought Leadership – Become an authority in your industry. According to Kathleen Goodwin, CEO of iMakeNews, business blogs “can offer organizations a platform where information, data, and opinion can be shared and traded among employees, customers, partners, and prospects in a way previously impossible: a two-way, open exchange.” Share your expertise and become a trusted authority. Prospects will get to know you and your company through your business blog.
3. Establish Trust – Blogs are considered a much more trusted source than company press releases and official company public relations. Business blogs can help move customers to a conversion point where enough trust is created for people to take the next step and make a purchase. Updating your blog frequently with content that is valuable to readers will help establish your business. Honest, informative and thought-providing posts tend to be spread often. Remember, not every post needs to drive traffic; some posts are simply to add credibility to leads. Helpful Content = Trust, Trust = Leads, Leads = Sales.
4. Establish Internet Presence – A blog can be an inexpensive way to establish Internet presence. “For small business owners without the time to learn web html or the money to hire a web designer or web developer, blogging offers a method to get your company’s name out” argues Darrell Zahorsky. Blogging can bring in web traffic to a static website and is a large source of exposure for branding.
5. Build a Community – Blogging creates a community. Include comments and contributions from various members of your business, as well as readers. Encouraging all departments and employees to write and/or comment on your blog helps keep interest even if the public is slow to catch on. Having a blog that you regularly update can help foster a community and allow readers to feel like they know you, your colleagues and your company, even if you never met face-to-face. By building these relationships, readers can consistently reach out to you and stay updated on new developments, products or services offered by your company. Your business blog can become a conversational hub for your industry.
6. Increase your Search Engine Rankings – Search engines rank search based on the quality and relevancy of the content they find. By posting frequently and by posting content rich with keywords, search engine spiders will pick up your blog. Depending on the pick-up, this could translate to hundreds of prospects and customers being exposed to your content. Use a keyword research tool such as Google Ad Words to develop a list of keywords and start composing your content around these keywords. Look for common words people are using to find your company products or services. Every blog post you write adds to the pool of knowledge out there being crawled by search engines, all leading back to your website.
7. Social Media Marketing Interaction – Unless you have a high ranking blog with great SEO, you are not likely to get much traffic to your blog posts. Build your business blog and utilize social media such as Facebook, Twitter and LinkedIn to compliment your blogging efforts and spread the word. YouTube videos and SlideShare decks can also be featured on your blog Whenever you publish a new blog post, ensure to post a link to it on your social media accounts to attract more prospects and build your brand. Entice your blog visitors to subscribe to your blog wherever possible.
Blogging is changing the nature of communications and conversations. Blogs can deliver real-time feedback from readers – both prospects and customers. Business blogging isn’t about offering content through slogans and product pitches, it’s about demonstrating your brand leadership through content and increasing your visibility on the web by extending the conversation. Beyond writing and responding to your own business blog posts, comment on other business blogs in order to expand your influence. Participate and add to the conversation. Guest blogging posts are also a great way to expand your network and influence.
A business blog is a great branding tool. It can help manage your online reputation and give your business a voice. Blogging adds value to your brand, can establish more leads and ultimately bring in more revenue. Build a content strategy for your business blog and focus on your business’ core competencies. For more information on business blogging best practices and blogging mistakes to avoid download our free white paper.
Why do you think your company should have a blog? If you do not have a business blog, what’s holding you back?
Share your thoughts.