Why do you need a blog anyway???
Because I say so! Just kidding…..sort of…..
To be fair, it’s a really good question. You’re constantly getting told (by people like me), that as business owners you really MUST have a blog, but no one really gives a good enough answer as to why? So I thought I’d take a look into the facts of it all and do a little bit of research, that just might help convince you that a blog is exactly what you need.
Blogs have been around for as long as the internet has existed and been used for a variety of purposes. It could be argued that blogs have been around longer than that in print form, but they’ll have been called something else, a bit classier. Initially, they were more of an online diary where people could simply spew out their thoughts as verbal diarrhoea (think teenagers on myspace back in the day) but have evolved over time to be a lot more than that.
There are still millions of people who use blogs for journaling purposes, my own could on occasion be considered as such, but they’re also used more commonly these days for marketing and advertising. These blogs are much more highbrow (although that’s debatable) and are designed for much more than just blurting out one’s thoughts; they have a goal – to get more people looking at your business. The bigger an audience you have, the more people you reach and Bob’s your uncle, more sales. Which is the whole point.
BUT, I hear you say, what’s the proof? How do we know you’re not lying? Part of the reason is because I would never lie to you, my faithful clan, about the benefits of blogging, not even to line my own pockets. I have far too much integrity for that. Also, I am unfailingly honest, it has been said, too honest on occasion. If that’s not enough, I’m going to present you with my previously researched facts and figures and if they can’t persuade you, then there’s nothing more to say. I am fairly confident however, that they will overcome any objections you might have had!
‘What is a blog?’
Basically, a blog is a piece of writing that is either directly selling or advertising a product or just giving information about a topic that is relevant to your business or customers. Simples.
‘Ok, but, why is that relevant to me?’
For many, many reasons, but let me break that one down into sections for you.
To promote your services and/or products
If you want to tell the world what it is you do or what you sell, then a blog is a fantastic way to do that. Yes, you can, and should, use social media for that, but you can go into so much more detail in a blog that you would anywhere else.
The blog will also drive people to your website (and you really do need a website), where they will see other blogs you’ve written, become enamoured with what you do and want to know more. It will also create lots and lots of content for social media and content is key.
Research is showing that most companies use blogs these days as a way of advertising rather than opting for the more traditional methods. Being more creative can capture your customers attention and is more likely to hold it.
Build your brand
It’s been said many times that people don’t buy from businesses, they buy from people. Maybe not so much with corporate giants, but for a small, independent business, they’re looking at YOU and what YOU can give them. There might be 25 other people offering the exact same service, but if you take the time to get to know your customers and create a rapport with them, they’re more likely to buy from you. I mean, hopefully you’re already doing that with social media, but adding blogs to the mix adds another string to your bow and another outlet to connect with people.
It’s also your moment to show people that you are an expert in what you do and there’s no one else better. You know your stuff and they can trust you and your product.
Keep your audience engaged
Once you’ve captured their attention, you want to keep it. You don’t want them to get bored and forget who you are and a good blog will go a long way to doing that. Making sure you’re doing it regularly will keep you in the forefront of their minds.
The great thing about blogs is that they can be used for anything; to promote services, give your opinion, advertise a podcast or video you have, promote a collaboration, talk about something new in your field or even just have a good old rant. The possibilities are endless.
The business world is highly competitive, so the more creative you can be, the more engagement you should get.
Search Engine Optimisation. If you haven’t heard of it, this relates to where your blog or website ends up on the rankings of different search engines. The more you update your website, the higher up the list you can potentially go, thereby driving more people to your website. Yay! SEO can be a bit of a minefield and can take a little bit of time to get your head around, so I have a link to a handy article that can explain it much better than I can.
“I’m still not sure…..”
You want numbers right? Thought so. Well, lucky for you, I have exactly what you need. That’s right. I know what you need.
Those are good numbers. I like those numbers. How about you? Do you like those numbers? I think they’re good numbers.
‘I just don’t think I have the time to write blogs’
I get it. I do. It’s a time consuming thing, especially if it’s not your forte, but the numbers show that you can’t really afford not to have a blog. They have such a big impact. If you set aside some time to do at least one a month, then that’s at least something that’s going out and reminding your audience that you’re there.
If you really, don’t have the time or simply don’t feel confident doing it, you can always outsource. A well written blog that’s marketed to the right audience, could end up paying for itself. A good copywriter should work with you to make sure that your blog reflects you and what you’re trying to say. Your message is what’s important.
In short, blogging is excellent for your business, can be great for your brand and can really help build your customer base. When you look at it that way, can you really afford not to? Give it a go, you might just surprise yourself!