One of the reasons I think a business owner or manager may be reluctant to starting a blog is because there may be a stigma when it comes to blogging. Afterall the term “blog” is just a abbreviation for “weblog,” or an online diary. There’s a perception that it’s just an online journal. But a blog is what you make it. For businesses it can be a tool to offer real advice and insight to potential customers.
Your business should blog for two reasons. First of all, you are building content, and content is king. Every time you publish a post, you are sharing your experience and expertise. Every business has a story to share. Every business owner has a history that led him to create an enterprise. Every product you sell has a purpose for being on your shelf. Share these stories. Let people know who you are and where you’re from. Write about the moment you decided to start your own business and why. Describe products you sell and what function they fulfil.
Now that you’ve written these stories, share them. Post them on your Facebook, Twitter, and Google + accounts so that your fans can read them. Every person that reads them is going to learn more about your business and slowly learn what you have to offer.
The second advantage to creating a blog is that with each post you publish, you are creating more real estate for yourself online. When a post is published on your blog, it is indexed on your website. Every new page added to your website is searched and cataloged by search engines. You are strengthening your web presence with every new page you create.
That means internet users have a stronger chance to find your website. According to Traffic Generation Cafe, blog traffic increases 30% once you’ve posted between 21-54 posts. If they are coming to your blog, that means they are visiting your website. They are just a few clicks away from either buying something from your store or finding out how they can physically visit your store.
More evidence indicates that just by creating a blog you’re putting your business in a better place to succeed. Hubspot reports that just by starting a blog, a small business can expect to see 52% more site traffic then a business that doesn’t start a blog.
When people visit your site and read your content there is an excellent chance that you are going to become a resource for them. According to a study conducted by BlogHer, 81% of people trust the information they read on a blog. If people believe you are a trusted source for information they are going to continue to turn to you for insight and advice.
Blogging isn’t just words on a screen, it can also photos and videos. The videos you create and share on social media can also be embedded in a blog. Don’t forget that a third of all online activity is spent watching videos. A blog post can even be something as simple as a Throwback Thursday image. Throwback Thursday is a popular internet meme that only requires a few lines of text and a photo from the past.
Creating a blog to represent your business is one of the easiest ways you can build an audience. You can use the blog as a way to showcase your knowledge and accessibility. Your blog shows that your business is more than just brick and mortar, but it’s also a community resource. Modern marketing strategy emphasizes creating relatability between your business and your customer. Shoppers want to trust the people they are doing business with. Blogging is the first step in building that trust and growing that relationship.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.