A better question to ask might be “Is there any reason why my business shouldn’t have a blog?”
Blogging helps establish you and your business as an industry expert, keeps you up-to-date and ranking high in search engines, allows interaction with customers, and helps attract new customers.
Best of all, it is one of the most cost-effective marketing strategies as it is quick, simple and cheap to start and maintain and build PR.
What’s the Difference Between a Website and a Blog?
Many business owners and entrepreneurs believe that if they already have a website then they shouldn’t need a blog too, but in fact they each have different purposes.
While a website is all about listing your products and services, a blog is more informal.
It’s a chance for customers to get a feel for the personality of you and your business, create content which can be shared on social media, and it is also an opportunity to respond to feedback or questions from customers.
A blog is definitely not a replacement for a website, but it also is not in competition with a website; ideally it complements your website, points people to your website and adds value and brand following.
How Will A Blog Help Improve My Search Rankings and Online Profile?
As mentioned earlier, business blogging can help lift your company’s online presence through improved search rankings. The reason this can happen is that Google likes fresh content, so every time you post a blog update, it keeps you current with Google.
Within posts there’s also the opportunity to include one or two keywords which can also help optimise content for search engines.
It is worth noting also, that posting useful content (rather than endless self-promotion, which gets very tiresome and ultimately drives people away) will help build a fan base which may then share content on social media.
When this happens your blog will earn new subscribers and visitors who can then be directed to the main website through links, and convert into customers.
Become the Go-to Industry Expert
Blog posts are one of the easiest and most important ways for potential customers to figure out if you really know what you are talking about, and understand the industry.
Therefore every time you publish high quality information that solves a potential problem or informs or educates readers about your industry, you will be raising the esteem and trust both you and your business are held in.
This is a chance to demonstrate your expertise in a relevant subject area and convince people why you are worthy of their business simply by sharing your valuable knowledge.
Over time this will result in more and more people viewing you as a key industry figure or go-to expert, which is likely to result in an improvement in conversion rates and your bottom line.
What I’m trying to say is that people buy from people they know and like. Your blog is a way for people to feel like they know you and get to trust you without them having to set foot in your store or even call you.
What Should I Blog About?
Probably one of the most common things that hold people back from getting started with business blogging is the fear of writing or coming up with what to talk about.
Although it seems daunting the truth is if you’re in business then there’s lots to talk about. Think of the ten most common questions that customers ask, and plan ten posts, each answering one of those frequently asked questions.
It’s important to remember that blogs don’t have to be all text and writing, so if writing isn’t really your cup of tea, make sure to include audio and video content. For example you might do an audio interview with someone, or you might take customers on a video tour of your manufacturing site.
Remember to be realistic too. You don’t need to post every day. Choose a blogging frequency that suits you, and avoid setting yourself up for failure.