A business blog may be a good idea, but will it generate new customers?
The answer will have a yes and no component to it, depending on your goals and the reasons for the activity. The old adage "facts tell, stories sell" can make a blog worth the effort since it can relate facts and tell stories.
A blog meant "web log" in the early days of the Internet. I like to think of a blog like the coal car on an old steam locomotive. Coal shoveled into the engine kept the locomotive moving along faster and faster. New content from the blog powers your website in the search engines and helps move it to the top faster than if all the pages were static or only updated once every several months.
A blog is also like a flare shot into the sky, alerting search engines that new content has been posted so the pages are placed into the catalog and made available for users searching for the content you offer.
Your blog is a publishing vehicle that can integrate written words, images, and video clips to showcase the solutions you offer in your industry.
Online reputation management is another reason to blog. The more content you publish, the more you control your online reputation.
This can be a detailed answer and will be written up in the weeks to follow. For now, your blog will showcase how you solve the problems of customers. You may excel at on-time delivery, high quality products and great customer satisfaction.
Attorneys may write how they listen to a client and even describe some of the cases they've won while a health professional may discuss how they've helped someone get back to work in a timely manner or achieved a result that no one else had been able to.
Show your readers how you solve their problems or help them achieve their goals.
Example of Who Needs a Business Blog
Your website is up with an easy-to-follow navigation. You even have a video embedded that shows your manufacturing process or what you offer clients. You may have a solid reputation in your industry yet you want to attract new prospective clients.
Writing a blog consistently will show the length of time you've been in business or offer some other form of credibility like the backgrounds of your team; your advice like tips to the reader; and new services you may be rolling out.
The content will either be found through search engines, your social media and emails that you send to highlight pertinent blogs / articles.
Who Doesn't Need a Business Blog
You may do just fine with a website that has static webpages and acts like an online brochure. Perhaps you manufacture a particular part or you work independently and supply a few customers and you're confident that you'll have their business in the next few years to come.
If you have a current steady supply of referrals and a particular niche within an industry then you might not need to invest in a blog.
Stats and Numbers
Here's are two good articles from Hubspot:
– a vast number of companies who use inbound marketing (activities like blogging) see a boost in lead generation. Click here to read.
– This one confirms what I wrote in terms of the benefits that blogging has for business. Click here to read.