But what is the purpose of a blog? And does your business need one?
Most experts in social media recommend blogging as a way to build your business. Some of the most valuable outcomes of blogs include:
- driving traffic to your website
- helping convert traffic into leads, which then turn into sales
- increasing your subscription lists (also known as leads….)
- building your brand and increasing brand awareness
- establishing your business as an authority in your industry
- building a loyal community of followers (which are also leads…)
- providing a ‘human face’ to your business along with letting people know what your business is really about
- creating content you can share on your social media sites.
Looking at the above, there is no doubt that blogging is an excellent tool to use in your business.
However, before you get swept up in the blog-hype, there are a four key things to consider:
- Will a blog help your business, or will it become a distraction?
Many businesses are successful without blogs. I know a few actually. I have discussed the topic of blogging with one of the owners and her response was along the following lines: “I am so busy already and writing a blog will only take me away from my core business. What would be the purpose if it’s only going to be ‘another thing’ I have to fit in?”
Take home point: If you are already successful, have positioned yourself well in the market and have other marketing strategies working for you, then perhaps a blog is not your priority right now. Or you need to outsource it.
- How big do you want your business to grow?
What are your business goals? Not every business owner wants to become a multi-national company, but most business owners want to be successful. Blogging can help position your business for success. However, lack of a blog does not necessarily mean you will fail.
Take home point: Business blogs can be a unique tool to position your business for further success, but they are not the only indicator of success.
- What do you aim to do with your blog?
Many business owners decide they need a blog because ‘everybody else has one’. Unfortunately, this is not a good enough reason to develop one. You should be clear about the purpose of your blog and who your readers are otherwise you run the risk of confusing your potential customers.
Take home point: Know why you are blogging and who your target audience is.
- Will you do your blog justice?
Many people get excited about starting a blog. However, like shiny, new toys the novelty can wear off and before you know it, your blog is now gathering dust in the virtual graveyard with thousands of other blogs. Where does that leave your business? Will you have ‘egg on your face’ for not following through on your (unsaid) promise to deliver?Of course, you also need to consider your ability to write. Everyone has things to say. Everyone has great ideas. However, if you cannot convey these in an easy-to-understand manner (free from spelling and grammatical errors), then you can be doing more harm than good. Many potential customers can assume that poor writing equals poor product or service.
Take home point: If you decide to create a blog, carefully consider whether you are the right person to take this job on, or if you would be better off to outsource your blog entries.
Blogging — It’s a great tool to use to continue to grow your business. However, like any tool, you need to know how to use it, in order to get the most out of it.