Brian Gardner, who runs StudioPress makes some great points in a recent email news letter. Read this post and more at his blog. StudioPress develop WordPress themes, built on the fantastic Genesis parent.
Adding to the points below, I would give a health warning that if you have a blog, do it properly or don’t do it... let it slide and nothing will turn visitors off like +year old posts.
Here are some of my own points:
- Schedule an hour a week or fortnight to prepare some copy
- Make sure the posts have a point or reason – give people a reason to read/revisit/promote what you are saying
- Ideas for blog posts shouldn’t be a chore. In the context of your own business what works?
- Regular little hints/tips/insights into your services
- Topical national news (legisalation, newspaper items)
- Local news (car parking, traffic problems)
- Case studies
- Your own experiences or anecdotes
- Recent sucesses/achievements/contracts
- Testimonials
- Marketing promotions, special deals
- Seasonal activity
- Office news (sponsored marathon anyone?)
- Interview business owners, to get their insight into why they do what they do
- Any changes/udpates to website
- Answer questions to get from customers every day
- …and much more besides
- Get in the mindset of picking out blog items from your day to day work.
- And don’t be afraid to put personality and your own character into the blog (and some lightness/humour… Dilbert cartoon anyone?) Small businesses especially rely on building strong ongoing relationships with customers. Positive Word of mouth of your business and website is indirectly free, but doesnt just happen.
Bottom line… the effort you put in is what you get out. Websites and blogs don’t make themselves, they take work… but work that mustn’t be long, drawn out and dull. If its dull to you, then your visitors will think the same.
Enough ramble from me, here’s Brian’s copy!
While you may not think your business needs a blog, there are a number of reasons why it should. With the availability of both free and inexpensive blogging platforms, your business can set up a blog in a matter of minutes and begin promoting your brand and connecting with customers. If you still aren’t convinced, here are five reasons why your business should have a blog.
1. It Builds Traffic
There will always be a correlation between traffic and sales. The more traffic you have coming to your website, the more likely it is you’ll make a sale. With that said, having a blog you update frequently will allow you to direct targeted traffic to your business website, thereby increasing the chances you’ll make a sale.
By linking your blog to other social media platforms, such as Facebook and Twitter, you’ll also be building traffic and connecting with your customer base. Whenever you publish a new blog post, make sure to post a link to it on your social media accounts to attract more prospective buyers and build your brand.
2. It Increases your Credibility
People are more likely to purchase products or services from businesses they feel like they already “know,” and having a blog that you regularly update can help foster a community and allow your readers to feel like they know you, even if you’ve never met face to face.
Every time you interact with your readers, by encouraging comments and responding to comments left, you are building your relationship with potential customers. By building those relationships, you are effectively creating a face for your brand, thereby increasing the likelihood of more sales. A blog is a simple way to do this, and allows customers to consistently reach out to you and stay updated on new developments, products or services offered by your business.
3. It Allows for Better Customer Service
By creating a blog for your business, it allows your customers to contact you. They don’t have to be put on hold, or wait for office hours to call you. All of the info about your company should be found on your blog, so customers who have any questions or want to find out more about your business can easily do so.
Additionally, a blog is one of the best ways to update customers on new products or services being offered. You can also respond to customer inquiries quickly and more efficiently, and you can gain valuable feedback from your readership while using that feedback to make improvements and build a better business, as well as business relationships, with your client base.
4. It Establishes you as An Expert
A blog helps establish you as an expert in your field, and if you regularly update it with relevant content, you reinforce the idea that you know what you are talking about. Making sure you update your blog frequently with content that is valuable to readers also helps establish you as their go-to person when it comes to your particular niche, be it consulting, editing or any other type of business.
By blogging regularly, you are building a visible presence on the web and also fostering relationships with potential customers while establishing your expertise for your particular niche.5. It Gives you a Voice
Every business needs a voice, and a blog is a simple way to do that. These days, anyone can post anything online about a company, be it good or bad. By starting a blog for your business, you can help manage your reputation and give your business the voice and authority it needs to thrive.
The marketplace for any business is normally competitive, so by starting a blog that you update regularly, you are giving your company a voice on the internet. Customers can read your posts and establish in their minds that you are a credible authority, and you can interact with them frequently while establishing your reputation on the web.
While there are many reasons your business should have a blog, these are the most compelling reasons. If you haven’t started a blog for your business yet, you definitely should – it’s a cost effective, easy way to interact with your existing customer base, gaining new customers and establishing your expertise.
