The Content Marketing Institute reported in late 2013 that 76% of B2B marketers were blogging as part of their online strategy.
Is your business among the majority of those using blogging as part of its marketing strategy?
If not, you may be missing out on more business than you think during a time when “Content is King.”
On my personal website I recently shared two very broad and simple reasons why every individual should be blogging today.
Three reasons why your business should blog!
1, Blogging raises the visibility of your company.
Blogging certainly doesn’t replace the need to meet with others on a personal level, but it does allow you to extend your reach 24/7 – even when you are at various networking and trade association meetings, or even sleeping!
By adding blog posts to your company website, you are in fact providing more ways for prospects learn more about your business.
Many people will find your website on Google and enter your site from pages other than your home page! Provide more points of entry by uploading interesting and relevant blog posts.
Keyword optimization is important when writing your post, but don’t go overboard with your keywords to the extent that you dilute an important message for your readers – remember that your post is written by a human, for a human. You are not writing to the masses, but will connect with people on an individual level, just as you should on your website.
2. Blogging positions your company as a trustworthy authority in the marketplace.
Remember, “Content is King!”
By blogging on a consistent basis, you allow prospects to get a feel for what it is like to do business with you. They get a feel for your style, and how thorough you are in conducting business.
Besides, don’t we typically choose to do business with people we can trust? Blogging is a valuable tool for building trust with prospects from a distance, and at their own pace.
3. Blogging allows you to gather valuable information for your company
With consistent blogging, your company is able to gather valuable feedback from prospects and clients. How can this be true?
By paying close attention to the types of responses you receive to posts, you are able to get an even better understanding as to what is most important to those you serve.
Perhaps responses you receive to posts will cause you to modify messaging you provide through various other marketing channels, so that you are emphasizing the things that mean the most to your customers.
Blogging allows you to stay tapped in to where you industry may be heading in the future.
Finally, blogging allows you to build community in a scalable way. It is possible that you may be introduced to some other businesses to partner with so that you may both create value together in the marketplace.
Yet many business owners I speak with typically have two main objections to blogging, if they are not doing it already.
Objection 1: “I can’t afford to take time to blog.”
Honestly, you can’t afford to not take the time. As consumers rely more on computer, and more importantly their mobile phones, you need to have a meaningful presence online. By providing information that people can use in their daily lives, you not only provide meaningful information, but you are also letting them know that YOU can serve their needs.
I’ll address some tips you can use to maximize your time in an upcoming Tips and Tricks Newsletter.
Objection 2: “Blogging really doesn’t fit my business.”
Blogging is an important tool for every business! The topics available for you to write about are limitless, as long as they address the needs of the types of clients you serve.
Be sure to remember when you are coming up with topics that you don’t actually “sell” the products and services that you earn money from.
You actually provide solutions for the specific needs of people. It just so happens that your knowledge and product will make their lives easier and better!
Here are some possible examples of blog topics, for a few select types of businesses.
Real Estate Agent:
– Top Five Tips for Preparing your Home for Sale
– Choosing the Right Real Estate Appraiser
– “Interesting” Facts about Current Home Loan Options
– Questions You Must ask the Seller
– Selecting the Best School District
It might also be useful to provide posts regarding the communities you serve, for example upcoming events or special recognitions.
Auto Repair Shop:
Perhaps you may also want to create posts that pertain to the “latest and greatest” service training that your technicians have received.
– Safety Tips for the Jobsite
– Jobsite Stories Related to Dealer Support
– Customer Success Stories
– Regional Economic Forecast Recaps
– * Selling Success Tips
You would also want to include posts when manufacturers add new products to their line, highlighting the benefits customers will receive.
*Why selling success tips? Because when your customer wins more business, you have the potential to earn more of their business!
The information you have to provide to prospects and clients is endless!
If you are not blogging to grow brand recognition and sales, I urge you to begin thinking about it today!