There are many benefits to business blogging. First of all, a blog allows a business to put its personality on display. Today, everyone feels like they have the right to know everything about your business, and they’re using that information to make buying decisions. Since the explosion in popularity of reality television in the late 90s, we’re living in a world where people feel they can understand everything that’s going on with everything. For instance, many trade publications are now available for consumers in their local bookstore, where they only used to be available to industry insiders.
For businesses, this is an opportunity to capitalize on the notion that your customers want to know about you, and a blog allows you to report your own news and information at your own pace, and allows you to put your personality on display. It also lowers the cost of public relations because now you can share last-minute news, late-breaking news, and more information about your business on your own terms. If you set your blog up to take advantage of RSS feeds and email notification, then you’re actually pushing your content out to your customers at the moment it’s happening. They’re being notified proactively, and the only thing you have to do is set your blog up to allow that to happen in the first place.
Another benefit of business blogging is that if you dive deep enough into a topic you’re able to position yourself and your company as an expert in your field, and who doesn’t want to business with the leader in the field? Who doesn’t want to do business with the company that knows more about their topic than any other company? A blog allows you to put that intellectual capital, that information, that passion for your topic and service on display in a way that no other medium allows.
Finally, if you work to engage with your customers, inviting them to participate by asking questions, being open, and creating positive controversies with the information you’re sharing, then your customers will interact with you and as a result you’ll learn more about their wants and needs. But don’t assume you’re going to learn about their needs and wants simply because you post a blog, because while you may have great readership you may not have great engagement. If you have lots of readers but no comments, your customers and visitors aren’t engaging with you, and you need to make adjustments to your blogging style, such as asking questions at the end of articles that invite them to leave comments. Engagement is what makes blogging one of the key components of inbound marketing. That’s something a lot of businesses don’t understand; they fail to realize they have to engage, not just report and inform.
If you need to start blogging for your business, Sudymo Web Services can get you set up. Have any experience with business blogging? Leave your tips, advice, and anecdotes in the comments section below.