A few months ago I suggested to a client that they add a blog to their business website and their response was, "Aren't blogs dead?" Um...No.
If you are one of the doubters, just consider these facts from The Impact Blog, "77% of Internet users read blogs." And "57% of companies with a blog have acquired a customer from their blog."
Blogs work for businesses to build authority, promote products and services, and reach your audience with sharable content.
Business Blogs Differ From Other Blogs
Business blogs are vastly different than personal or thematic blogs. Personal and thematic blogs are promoting the blog in and of itself. In those cases, the blog is the primary offering. The goal is to have your blog followed, get sponsorship, and find a way to make money from blogging.
When a business introduces a blog to their website the goal is to promote the the business's products and services. A business blog is another affordable way to communicate with your target market and generate leads. Blogs are a great tool to build content that provides value to your clients.
As a small business owner, you should view your business blog as content curation with a call to action.
Should You Hire A Copywriter?
The key to utilizing your business blog to its full potential starts with quality content. If you are a great writer with an understanding of SEO and how to incorporate images and video into your text, then you may want to tackle your blog posts yourself.
However, if content creation isn't your passion, you may want to hire out this service. Lacy Boggs lays out your options for hiring a blog writer. She explains that you can pay anywhere from $5 to $2000 for one blog post depending on quality and length. I would suggest, as she does, that you get what you pay for. Think through your goals for your blog and how you want your company to be viewed. Quality is also better than quantity. It is much better to post two quality articles a month rather than to post four poor quality articles per week.
How to use your blog successfully
The goal of your blog is to give your target market relevant information about your product or service, your company, and your industry. Your business blog is the perfect place to answer frequent customer questions, discuss new trends in the industry, explain your sales cycle, provide tips, and share success stories.
Blog posts should not be a one time deal. If well-written with relevant information, your blog becomes a business communication tool. For every article you should share a link on social media and add a section in your email newsletter. Another great way to utilize your blog is to refer to specific posts when communicating with your customers.
If you have an automatically generated welcome email when someone signs up on your website, you can include links to critical blog posts that will help communicate information about your product or service.
Blogs are wonderful and affordable tools for small businesses to communicate and build an archive of content that will serve your small business for years to come.
Contact me to discuss how to add an effective blog to your small business marketing plan.