Should my business have a blog?
This blog will outline the reasons I believe all business owners need to ensure they have a blog and or content marketing strategy. By the end of this I hope you will understand the reasons for owning and maintaining a company blog.
Let's get started by getting one thing straight, blogging is not an after thought, if I have time. Its a critical business skill. Let me explain why.
We are all in the same business if we realise it or not, that business is the the business of trust.
That's right we are all looking for customers and prospects to trust us to supply something a product or service or even just information.
There are others that can likely do what you do so why so should they choose you? Often its down to a number of factors, price, position, and normally always the relationship.
Now having a wonderful vision or mission statement on your website stating that you provide he best customer service is simply not enough any longer. As consumers we expect that as standard. Of course customer service is important but don't believe that this is the only reason you win and retain clients.
so before we get into blogging or vlogging or any form of content production lets understand one thing.
Its not about you!
Your website and your marketing is not about you telling everyone how wonderful you are, and I'm sure you are but people simply don't care about how you feel about yourself.
As consumers we want the answers to our questions and we want a good service or product at a fair price.
For years top of mind marketing worked for the bigger brands. There was few channels and big audiences. Push you message out there and chances are you would generate awareness and sales.
Today that attention has gone and there are thousands of messages been thrown at us every few minutes from multiple devices and platforms. Trying to use any media channel now as megaphone is going to have a limited affect.
If however you understand your prospects current sales journey, and understand that they are not always ready to buy right now but in fact will research you can meet your prospects where they want and with what they want.
The buying cycle differs for different industries but can often be weeks and months long if not longer.
I have said it already but what your prospects and customers want in answers to their questions.
They will use social media and search and ask their friends for the answers.
This is where your blog comes in. By answering each and every question you have ever received from a prospect or customer you are building the ultimate resource and becoming the best teacher in your area or niche.
Blogging does not need to be a chore but should be seen as an essential part of your business. Get your sales teams to send out links to the blogs when asked questions, demonstrate your expertise and be a utility.
The other thing that by doing all of the above you also earn the one thing we are all after...trust.
Once you understand how the buying process has changed forever and that by being a great teaching and blogging you can generate leads and sales 24/7.
If you don't think you a great writer, you can outsource this or get some training to help become better. Ignore the grammar police and concentrate on adding real value and  you will get better.
The word blog doesn't really help, it sounds like a hobby, but think of it as resource centre of your business and it will serve you well.
I hope this has given you a better understanding of why a blog is so important to your business and encourages you to start producing content that helps.
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Author- Speaker - Consultant. Passionate about all things digital.