Does your business really need a blog?
Whether you manage a start-up or have worked at a small business for a while, you might wonder whether a blog will help your business grow. One of the biggest mistakes many business owners and managers make is assuming that they need to be on every social media platform and have a blog in order for their business to succeed. But that may not be the case. I know plenty of small businesses that are successful, and they became successful without having a blog.
For example, my accountant and her business partner have been in business together for nearly 20 years. Their business is thriving. They don’t have a blog and they don’t need one because they provide good service to their clients. They built their clientele the old-fashioned way – word of mouth advertising. Good service always breeds repeat and referral business – with or without a blog.
Granted, there are plenty of reasons to have a blog. Small businesses with blogs generate 126 percent more leads than businesses that don’t have a blog, according to Social Media Today. (Check out their awesome infographic about blogging.) Also, 81 percent of consumers trust the advice and information from blogs, and 61 percent of consumers made a purchase based on a blog post. Think of a blog as one more tool in your arsenal to market yourself. It’s the cherry on top of your banana split.
But deciding whether to have a blog often depends on two main things: what type of business you operate, and who your clients are. For example, not-for-profit groups can benefit from a blog as a way to build community support for their cause. Likewise, it’s important for associations to keep a blog to keep its members informed of industry news and association events. While it’s important for a business start up to have some sort of online presence, a blog may not be the most important concern for the short term. Business owners have many decisions to make; whether to start a blog should not be one of them. Focus instead on providing good customer service, and clients will reward you with follow up business.
Before starting a blog for your business or group, here are a few key questions you should ask yourself to decide if having one is worth your while.
1. Do you have the time to devote to it?
Blogging takes a lot of time. Writing one story can take up to three or four hours, especially if you do a lot of research for it. Multiply that time by three to five times per week, or whatever number of weekly posts you strive for, and you can see how easily the work load can pile up, just for your blog. That can take a huge chunk of time away from managing other aspects of your business.
To have any impact, your blog must be updated frequently with good, valuable content. For example, I commit to posting to my blog twice a week. Other businesses I know post at least once or twice a day, while smaller businesses might only post once or twice a week. As long as you post regularly, your readers will learn to expect it from you. Any sudden absence of posts and your readers will wonder where you are. If you cannot commit to working on your blog on a consistent basis, your clients may wonder how committed you are to them.
Bottom line: if you don’t have the time to commit to writing regularly to your blog, then you may be better off without one. Of course, if you still desire to have a blog but don’t have time to work on it, the best solution is to hire someone to manage it for you. Be sure they are good, experienced writers who understand your business and are available to prepare stories on a regular basis. Be prepared to pay them well for their time.
2. What kind of business are you in?
Some businesses are better suited for a blog than others. But I know plenty of small businesses that are successful on their own, and they don’t have a blog. Their success comes from building strong relationships with their clients. Dental offices, accountants, attorneys, and other service professionals usually succeed without a blog, while not-for-profit groups and associations who want to stay in touch with their members or promote their cause can benefit.
3. Why do you want to have a blog for your business?
Are you trying to sell a product or service, demonstrate your knowledge and expertise, or attract new clients? Be clear about your goals. If you want a blog just because you think you should or because your techie nephew says you should, then you may be better off not having one for the time being. If you don’t know why you are doing it, your blog will lack focus and you will quickly lose interest in it.
4. Who is your audience?
Knowing who your clients and customers are and why they do business with you is key to understanding whether or not they will read your blog. Are they reading it because they like the content you are sharing? My accountant doesn’t have the time or the inclination to write a blog for her business. She doesn’t need to because she knows her audience well enough to know that they will keep coming back to her for her service and expertise, not because of a blog.
5. Do you have specific expertise or perspective that other professionals in your industry do not have?
Clearly, if this is the case, you might want to invest the time and energy to manage a blog. However, if you have nothing unique to share, it will be more difficult to come up with compelling content for your blog that sets you apart from competitors.
6. How comfortable are you with writing, and are you good at it?
Let’s face it, many folks just don’t have good writing skills. You could have the best ideas for stories inside your head but if you don’t write well, those ideas will come across as inarticulate and confusing. You could hire a professional writer to translate your ideas, but be sure that the writer has industry knowledge and is able to grasp the concepts you are trying to convey.
Experts say 95 percent of blogs are abandoned after only 120 days. There is nothing more frustrating than visiting a blog that hasn’t been updated in several months. If your blog looks neglected, what does that say about the way you handle your business? Will your clients feel neglected too?
While having a blog can help you attract new clients and showcase your knowledge and expertise, it is not a requirement for success. If anything, it’s a luxury. If you can’t do a blog right – post consistently and provide meaningful, valuable content for your readers – then you are probably better off not doing one at all.