“Start a Blog.” It’s probably on your list of “shoulds” for your business. What’s holding you back?
Maybe you don’t have anything to write about, or don’t think it’s valuable.
Now could be the time to start. Here are some good reasons why:
Blogging is free advertising for your business. If you don’t have much of an advertising budget but you do have a website, your blog can help promote your business, especially when a widely read blog article goes viral with the help of social media.
Blogging is not that hard. Really, you don’t have to be a Rhodes Scholar to write a blog, and it doesn’t need to be 1,000 words long. Many popular blogs are written in a down-to-earth, conversational tone. And an effective blog entry doesn’t have to be lengthy to be convincing and effective; a post can range from just 250-800 words. (This blog post is just over 500 words.)
Blogging establishes your authority. A blog can establish your authority on a subject. (Confession: A co-worker had to convince me that after starting five successful small businesses, I am an expert on Small Business. So that’s what I write about in my blog, Small Business Expert: how to hire the right people, how to project your cash flow, as well as news and government decisions that affect small business owners everywhere. Small business is my wheelhouse. That’s where I can be an authority.)
Blogging shows customers that you “get them.” For example, you own a cabinet shop. You’ve noticed that since the economic downturn, homeowners are staying away from trendy cabinet designs that are likely to go out of style in a few years. You could write an article on classic, affordable styles that can make a home more marketable for resale, a topic which will resonate with your readers and potential customers.
Blogging can start a conversation. When website visitors start commenting on a blog post and you start responding, your blog becomes a two-way street of communication. You can also learn more about what your potential customers think about and value. That information is gold.
Blogging can help you convert website visitors to customers. For example, someone searching for landscaping may find your blog article about recommended plants for cold climates. When they respond to your call-to-action and complete your contact form, you may land a new customer.
Blogging can help your website rank well. Search engines like to see frequently changing content. And they will reward websites that contain great content with an improved rank in their search results. Be sure to share your new posts on social media channels such as Google+, Linkedin, and Twitter.
Have I convinced you yet? Here’s one more good reason:
Blogging can give you a new perspective on your own business. The energy spent writing is never wasted. You may be surprised at the new insights you receive. The act of blogging can help you formulate your thoughts on a subject, further define your message, and plan your next business move.
Published: September 10, 2013