Why Should You Blog for Your Business?
Still debating whether you should start a blog for your business website? Not convinced the benefits will outweigh the time needed to update it regularly? Helen McCrone looks at some of the biggest advantages that blogging can bring a small business.
Blogging isn't a passing trend, no matter how much you try to ignore it
Did you know that 81% of US consumers trust advice and information from blogs? Or that 61% of US consumers have made a purchase based on a blog post?
Those are two impressive statistics.
Think about it for a moment. All those millions of consumers out there reading blogs that will influence their purchasing decisions.
That makes a blog a powerful marketing tool, right?
So why do so many small businesses still resist setting up a blog?
Of course, small business owners have their reasons: ‘My business is too small to justify a blog,’ and ‘I could be doing something more productive than writing a blog’, and even, ‘Social media is not for me’.
I get it.
Who wants to be drawn into something that will suck up valuable time?
That something brings you more business.
Then it would be worth spending a little time on it, right?
Look at it this way: a blog is a great opportunity to market your business (for free). That's right. A blog is a very cheap marketing tool. It's also easy and it's effective.
But don't take just my word for it...
37% of marketers believe blogs are the most important type of content marketing
Big businesses don’t need to be convinced that a business blog makes sense. You’d be hard push to find a large, successful company that doesn’t have a blog these days.
But small businesses can get in on the act, too.
If the statistics above aren’t enough to convince you, take a look at my top seven reasons for starting a business blog.
7 compelling reasons
to start a business blog
- A blog gives people a reason to visit your website.
Blogs are a great magnet. Set up your blog page within your business website, and readers of your blog posts will be automatically taken to your website.
Since 77% of internet users read blogs, that’s a terrific incentive to become a blogger.
- A blog helps you demonstrate your knowledge and expertise.
These days, buyers expect businesses to share knowledge and give free advice. It’s one way they judge your trustworthiness (remember that 81% of US consumers trust advice and information from blogs?).
A well-written blog full of useful content is a great way to build credibility among your target audience and receive professional recognition.
- A blog lets you showcase your personality.
Blogs are inherently personal in nature. Therefore, the style of writing is relaxed and conversational. This is your chance to let others benefit from your experience and see the real you.
A blog helps people not only find you but also connect with you: 70% of consumers learn about a company through articles rather than ads.
- A blog can be used to promote your products and services.
First a disclaimer: do not treat your blog like an ad campaign. Readers don’t want to feel they’re being sold to. Instead, think of blogging as a way to provide valuable information on a frequent basis. Some of those readers will eventually reward you with their business.
Having said all that, there’s nothing wrong in framing your audience’s problems and needs in such a way that they match your products and services.
- A blog helps you build your marketing email list.
Did you know that small businesses with blogs generate 126% more leads than those who don’t blog? Publishing compelling content via a blog is a great way to initiate contact with non-customers (who will hopefully become customers) and develop relationships with existing customers.
There are numerous ways of doing this, including asking visitors to sign up for regular email updates, offering a free downloadable cheatsheet or ebook in exchange for their email address, or asking for them to comment on your articles.
- A blog helps you get found on Google!
Your website is likely to gain more visibility if it has a blog. The more useful and relevant content your website has, the easier it is for search engines to crawl and index your website pages.
That’s why websites with blogs have 434% more indexed pages (i.e. Google has found your page and put it in its search results). Being recognized as a resource with tons of information for people to consume will push your website up the search result rankings.
- A blog helps customers review before they buy (from you!)
The way we buy these days is very different to the way we did ten or even five years ago. We like to do plenty of research on the Internet before we splash our cash on a product or service.
This means your consumers are more likely to do their own research about your company before they buy from you. Blogging is an easy way to make sure consumers are well-informed about your company.
(Source of statistics: IgniteSpot)
So, there you have it, my top seven reasons for small businesses to have a blog. Have I convinced you to start your own blog? Maybe you’ve got your own reasons for blogging. If so, I’d love to hear them. Just leave a comment below.