Blogging For Small Business – Why You Should Be Doing It
The idea of business blogs often meets the "meh … who cares?" attitude. I deal with all kinds of businesses, and although the recommendation is the same, few of them see the value of blogs until they are clearly shown with a real-world example.
I have been recommending WordPress, among other content management systems, for several years. The main reason for the recommendation is that its main function was, and still is, a blog. I have designed a lot of WordPress themes and I have taught a lot of people how to use and maintain a WordPress site. In the design process, one of the requirements is for the client to write a short article about something new and exciting that happens in their business or industry. They do it reluctantly, but they almost never understand why.
Currently, most people still find what they are looking for on the web using a search engine. It does not matter if you use Google, Bing, Yahoo, Ask or any other search engine. All of them favor blogs. Is it right for search engines to play favorites? Frankly, I do not care, and you should not either. My job is to help you to be seen on the Internet. To do this, I will recommend what will meet that objective.
Do you remember the article I had my client write? Now, let's explain why. At this point, we have created an excellent looking site with good design and personalized visual elements. We have put all the obligatory things "about us", the contact information, maybe a gallery of images or a portfolio of recent works. Some companies believe that this is enough. The big problem is that customers do not care how long they've been in the business, or that their great grandmother's recipe for the apple pie was given to her in secret. They do not visit them because their site looks good or because their contact page works. They visit you because you have what they want.
After we published the site for everyone to see, I always publish the article I wrote. In a week, we'll see your traffic together, and you would not know … The way people find the site is a search engine, but the page they entered is the article that my client did not understand when writing. After that, it is usually quite easy to convince them to write more. With each article, the chances of people finding your site increase.
The added benefit of a healthy collection of items that your potential customers can use is trust. Companies that fly by at night rarely bother writing articles to help their clients understand why they should trust them, or what is happening in the industry today. If a potential client finds two companies on the Internet that do the same and one is offering information for free, which is the most likely to get your business? If you said the one in a blog, you're right.
I get the question frequently, "What if I can not write?" If you have employees, offer them a little more to write for you. You have been surprised with the skills that some of your employees have. If not, you can hire a ghost writer fairly inexpensively. There are hundreds of websites dedicated to that. The real answer to that question is that you can write. WordPress even has add-ons to help you with spelling and grammar, so there is no real excuse for not writing.
In conclusion, if you have a business, you must have a website. If you have a website, you must have a blog. If you do not and your competition does, one of you is right. Think of your business blog as a salesperson who never needs a vacation, never calls the sick and is willing to work for free, as long as he spends a little time with him once a week.