Blogging? My company’s not the type to blog.
We have nothing to blog about.
Our customers don’t want to read blogs.
No matter what the excuse, I’ve already heard it. You’re resistant to starting a company blog, primarily because the idea scares you, and you don’t know where to begin. The problem with blogs (or social media, or any marketing tool that requires a tiny bit of technical expertise) is that many business owners are afraid of it and reject using it simply because they don’t understand it. But if your customers are reading blogs (or visiting social sites), you’ve got to get over that fear and dive in.
Why Blogs Matter
These days, people are online searching for answers to their problems. Many times, they find the solutions they’re looking for on blogs. Let’s say you sell pool filters. If someone is searching “how often should I change my pool filter,” some of the results are from blogs. That could be yours. So this searcher clicks on a blog that addresses her question and ends up buying the filter from the company who writes the blog. That could be you. You get my point.
Blogs provide you with the opportunity to display your industry expertise, and to provide solutions to your potential customers.
Blogs literally take minutes to set up. You can create a free account at WordPress, pick a design theme you like, and you’re off and running. Of course, if you invest in a customizable design and tweak it for your specific needs, you’ll see better results, but don’t let that extra effort scare you from getting started.
What to Write About
The biggest mental obstacle business owners have about blogs is knowing what to write. It can be daunting to consider that you’ll need to provide content into perpetuity, but there really are thousands of topics you can cover, such as:
- benefits of your products
- how to use your products
- news in your industry
- frequently asked questions (like the pool filter example)
- book reviews
- your thoughts on another blogger’s post
- company news
The list goes on and on. I like to create a spreadsheet with topic ideas that I can refer back to when I’m stuck for something to write about. I also search Google to get inspiration from other blogs and news sites.
Setting Up a Schedule
The key to your blog generating traffic is consistent posting. A blog that hasn’t been updated in months isn’t likely to get repeat visitors, which you need. At a bare minimum, post once a week. Two to three times a week is best.
Remember that as the business owner, you don’t have to be the one to blog if you’re not proficient and don’t have the time. Your marketing personnel, or a freelance writer or company can create the content for you.
After a few months, you’ll start to see traffic to your site coming in from your blog, as well as new sales!
Susan Payton is the President of Egg Marketing & Communications, an internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written two books: 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and has blogged for several sites, including The Marketing Eggspert Blog, as well as Mashable, Small Business Trends, FutureSimple, and Lead411. Follow her on Twitter @eggmarketing.
Photo: svilen001 on stock.xchng