A very good question. There are so many businesses out there getting along nicely without a blog, yours may be one of them. So why would you invest time and effort in writing a blog when you’re busy enough just running a business?
Not every business needs or wants a business blog. Saying that, there can be huge benefits to a well written, engaging blog. A blog gives existing and potential customers an opportunity to get to know you and your business. And in a competitive marketplace, any chance you get to show off who you are and what values drive your business should be embraced.
A regularly updated blog (and to be effective, you do need to post regularly), will give people a reason to visit, and then return to your website. And more often than not, if you’ve sparked their interest with a particularly entertaining or informative post, they will go on to explore further and learn more about what you do. If these loyal readers can then be encouraged to share your content with their friends and followers through social media, you have the added benefit of spreading the word about your business to a whole new audience.
Blogs can also give you the chance to engage with and find out more about your customers. Not every post has to be (or should be) about trying to sell the services or products you offer. Talk directly to your readers. What do they want, or expect from a business like yours? What would encourage them to buy from you over other similar businesses? Asking for comments related to a blog post is a great way to get feedback and start a conversation which may convert readers into customers.
Writing about topics related to your field of business gives you the chance to show that you know your subject. Let your blog posts mark you out as knowledgeable and approachable. In a crowded market, don’t blend in. Use your blog to demonstrate what sets your business apart. A bespoke blogging style for your business, one that reflects what you do and why you do it, will establish a connection with the kind of people you want to attract as customers.
Get it right, and a business blog can be a great asset. Yes it takes time out of your already busy day, yes it takes commitment to post regular, consistent content, but a well-written blog can become an important part of your business, allowing you to reach a whole new audience of loyal customers.