Does your small business need a blog? According to Bloomberg Business Week the answer is probably yes. But the more important question might be, are you ready to commit to a small business blog? Ask yourself these questions to find out:
Are you ready for the responsibility of a blog?
Starting a blog is a bit like adopting a pet: you have to really be ready for the ongoing responsibility of its care and upkeep. A blog that hasn’t been updated in six months or a year will turn off a potential customer faster than you can say “good intentions.”
Small business owners are notoriously busy, but that doesn’t mean that a blog is out of your reach. Updating your blog once every two weeks, or even once a month is sufficient, as long as you’re consistent about it. You can also delegate the job of writing posts to one or more trusted employees; giving an employee a byline and a forum to share his or her passion for your business can be a great motivational perk for the right person. You can also hire a professional blogger (like me!) to write posts for you.
Be honest with yourself up front about the amount of time you can dedicate to a blog for your business, and decide on your blog strategy accordingly.
Do you have something to say that your ideal customers want to read?
My guess is that you absolutely do. You are an expert in your field, and having a blog can let others know about your expertise. In the new web economy, the more you give away, the more you will receive. Giving away some of your best information for free will build trust with your readers and potential customers.
There are also lots of different ways to make a blog work for different businesses—and the personalty types of different business owners. For example:
You can also use a blog as a FAQ (frequently asked questions) database for your product or service. If you find yourself answering similar questions for your clients over and over again, making the answers available on the web can be a boon for you and your customers. Plus, it will show that you are serious about customer service and that you listen to your customer’s needs.
Your blog can also become an ongoing conversation with your customers that you might not otherwise be able to have. Think of all the valuable feedback you could receive by asking your ideal customers their opinions about your business—and the strides you could make by applying that knowledge.
Will a blog be worth the effort you put into it?
The short answer is almost certainly yes. Of course, some types of businesses will benefit from a blog more than others, so you have to really consider these key questions and others before taking the plunge. But having a blog can have a huge net positive impact on your business. You can:
- Position yourself as an expert in your field.
- Humanize your business and put a face or personality to your brand.
- Build trust with your customers and potential customers, so that when they need your service, you are the first one to come to mind.
- Improve your search engine results.
- Leverage your message with social media.
- Start a conversation with your customers and receive invaluable feedback.
- And much more.
Think you’re ready to take the plunge? Click here to schedule a Strategy Session.