Earlier this week, we looked at how you could use your blog as part of your marketing strategy (and don’t worry, non-business bloggers, you can also use the information from that post and today’s post too!).
But, perhaps more importantly, is the bigger question of should a business blog or not?
To answer that, let’s look at why you’d want to have a business blog, and why you may not.
We all like to think that we’re someone that people can trust – a person that others turn to when they need advice, or an honest opinion, and when it comes to our customers?
Well, there’s no exception there. As someone who knows your products, your business, and the whole industry inside and out, you can safely say that you’re an authority on the subject. So maybe it’s time that you share the wealth of knowledge you’ve acquired – start a company blog!
Information And Advice
People blog for all sorts of reasons; some do it as a hobby, to record their lives. Others blog for a living – their individual expertise, writing style, and personal brand have allowed them to turn it into a full-time occupation.
But there’s a third option: providing an authoritative resource. Maybe you’ve never considered blogging before, or perhaps you thought it was time-consuming, but offering information and advice is a great way to provide your current client base with a resource that they can access any time of the day, and attract new customers.
When you can help others better understand your business, or industry – give them sound advice on how to choose a vendor, teach them how to execute their own projects, inspire them to use your products in unusual ways, or even explain why something is always done a certain way – you’re building trust, and understanding, with your customers.
When we offer useful content, it also encourages others to share your posts, which can help increase your online profile, develop your reputation as a trusted authority, and encourage others to think of you first when they’re making their next purchasing decision – after all, they know you know your stuff.
Things to consider to help you get on your way:
Think About Your ‘FAQs’
While you’re always happy to answer them, you know that your customers have a lot of questions. Consider the queries that you handle most often – would they be good subject matter for a blog post?
Chances are pretty good that if the customers that you see regularly have these questions, there are other people who are wondering the same thing. Reach out to them with an informative post that they can always refer to.
Got an Opinion? Of Course You Do!
With all your experience, you know how things should be done, and you’ve seen them done poorly, too.
Or maybe there’s a new trend or technology that’s changing the face of your industry that you would like to weigh in on.
Your customers and colleagues want to know what you think, because it helps them make their own decisions. You should always be respectful of your competition, but don’t be afraid to share your thoughts on what you see in the world of your business.
Share What Influences You
Worried about writer’s block? Your blog doesn’t always have to consist solely of your own original content.
Feel free to share a link to a news article or another blog post you read that impressed you and made you think, or directly affects your customers, while adding your own thoughts and perspectives. Other bloggers love to know that their work is creating conversation, and your readers will appreciate the access to a resource that they might not have known about before.
Just always be sure to credit the writer and link back, so your customers know where the content came from.
Your blog has the potential to cover a lot of ground – these ideas are just a starting point to get you thinking about how you can provide your customers with fresh ideas, a different perspective, and, of course, answers.
By offering a blog about your business, you’re giving others the opportunity to make informed decisions, building trust, and engaging with your customers – no matter where they are.