Asking if you should create a blog for your business is a little like asking Walt Disney, if he were alive today, if any money can be made by drawing a cartoon mouse.
There’s a reason why blogs went from 0 to 150 million in 20 years.
In fact, here are at least five solid reasons:
1. Blogging is a good way to stay on top of your field.
We’ve been hearing for years that the best way to make money is to lead the field. You do that by knowing everything there is to know about it. In other words, to get to the top, you have to be a perpetual student of your craft.
Blogging is a way to be that kind of business owner. The type who knows their stuff inside-out and back-to-front. The type who could write a few books on their field or offer public talks on it that would make your head spin.
The reason for this is simple. You’re following Peter Drucker’s favorite axiom: the best way to learn something is to teach it.
Researching and writing about your field to share it with your readers will make you an expert. One caveat, though: you have to create content that leads to commercial success. Robofirm’s article on content to commerce strategies explains how you should focus on specific types of posts. They recommend educational posts to teach your readers how to do something; current event posts to connect your product to topical news; fresh idea posts to present your business with a new perspective; and true story posts to share testimonials and case studies about how well your products work.
2. Blogging is a good way to generate leads for your business.
Although business owners have a bias for websites, their customers prefer blogs. This is not to say that businesses shouldn’t continue to have websites, but that they should have a blog with it.
From a businesses’ perspective, a website allows them to describe their business and present their offers. However, from a customers’ perspective a blog offers invaluable clues about the product or services a business provides.
Here’s an example to make this clear:
Suppose you create a business blog to sell products and services related to dogs. You will have a catalog-type website that describes your various offers. In effect, it would be an eCommerce store.
However, your business blog for dog owners will discuss issues related to dog training or why you recommend certain dog food brands over others.
While your website tells your customers what you have, your blog describes why it matters.
Blogs help customers become informed consumers.
An added bonus is that search engines recognize that you’re sharing valuable information and will reward you with a high ranking on the search engine results pages—as long as you keep dishing out fresh content on a regular basis.
3. Blogging tells you what your customer’s think.
Blogging is an invaluable feedback mechanism. When a business launches a product, it takes a while for them to see if people like it. With blogging, you get almost immediate feedback from your audience through comments.
If you’re thinking of withdrawing a product from your product line or introducing a new line, you’ll get feedback. Perhaps, Coca -Cola would not have lost millions in 1985 if blogs had been invented. They would have a chance to ask their readers if they preferred New Coke to their current cola. After rolling out the New Coke to record low sales, they were forced to reintroduce their previous product as Classic Coca-Cola
4. Blogging allows you to “win friends and influence people.”
Businesses spend millions on branding their product, wanting it to be top of the mind. Blogging does the same thing without spending a dime on advertising. Customers like people who help them make informed decisions that improve their lives. Expensive advertising suggest that your products trigger the positive change they desire, but a blog post will go into details on how your product was designed to create the change your customer’s desire.
Blogging wins friends and influences people in many ways.
· It helps you gain influence in your marketplace.
· It helps you establish the value of your company because you’ve proved that you’re an expert in your field.
· It helps you show that you care about your customer’s needs and concerns and aren’t in business just for the money.
· It helps you build a network with other bloggers who share your niche, and they may recommend your information to their readers.
5. Blogging gives you an excuse for relationship marketing.
When your blog offers high content, people want to stay updated on your latest posts. One way to connect with them is capture their email information, offer them a free report, and inform them when you publish your blog posts. When you have a large email list, you can also inform them of your latest product offer.
Email marketing is one of the best ways to build a wonderful relationship with your customers.
Like Your Own Newspaper
These are only a sample of benefits available by creating a business blog. Still, they offer you a glimpse of what’s possible when you connect directly with your readers and customers. A business blog is a little like having your own newspaper.