Think Blogging is a Dead-End for Your Small Business?

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As the age of social media continues to evolve, many businesses are no doubt contemplating if blogging is still an important piece of the puzzle in their marketing and advertising efforts.

While businesses blog for different reasons, the overriding goal behind blogging is to target your customers. That being said, is your business still in the blogging mode?

What is Your Company’s Blogging Strategy?

For newer small businesses or those that are a step or two behind the eight ball with their marketing efforts, blogging gives them a chance to reach out to current and potential customers, while also giving their sites the opportunity to increase their page ranks via Google, Bing and other search engines.

Unfortunately, many companies fail the golden rule of blogging – keeping the site updated with fresh content.

Fresh content is not only a key factor in keeping the search engines interested in your copy, but also in maintaining and adding viewership. Whether you have a team or one individual dedicated to your company’s blogging efforts, be sure a solid plan is in place so that the blog is not neglected.

Secondly, your company needs to analyze the metrics of your blog, including what topics are of most interest and when and where the traffic is coming from. These two categories are but a few, however they are important in order to craft your blog to increase viewership to the site.

Thirdly, as more and more businesses deal with shrinking advertising budgets, blogs provide a great way to promote the company at a really cheap price – Free!

By offering interesting and regular content, your blog can provide your company with countless advertising opportunities to promote your brand; what company owner wouldn’t like that?

Added Benefits to the Company Blog

While fresh content, analyzing your traffic and the relatively inexpensive price of blogging provides companies with great incentives to blog, there are other benefits that come with blogs.

Blogs give companies the ability to both have conversations with countless individuals and also time for some one-on-one interaction.

If your company blog is getting feedback from viewers, are you taking the time to respond to them? If not, you should.

Back in the “old” times companies typically dealt with customers and their compliments, concerns and questions either in person, over the phone or via regular mail. With the modern technology world, the ability to have what seems like instantaneous contact between company and customer is very real.

Whether your company’s blog receives criticism, compliments or questions, it is important to take the time and respond to each and every comment. It may seem tedious to some, but customers will have more respect for your business if they know they have your ear.

As more and more companies turn to Facebook, Twitter and LinkedIn pages to communicate with customers, blogging should not be forgotten, even when the company heads view blogging with skepticism.

It should not come as a surprise that many small business owners view blogs with some hesitancy, wanting to see an exact return on investment (ROI) with such marketing vehicles.

If your marketing department is fighting an uphill battle with ownership over the worthiness of blogging, simply point out that blogs do much more good than harm for the company.

While company heads may feel that blogs are time-consuming, challenging for improvement when resources are limited, or could potentially lead to bad PR with complaining clients – simply shoot those down with the many positives.

Engagement with your audience can certainly lead to better business relations and better yet, potentially more business through word-of-mouth, end of story.

By engaging your audience and keeping your company name out there, you stand much more to gain than to lose.

Dave Thomas

Dave Thomas

Dave Thomas covers consumer and small business topics for various websites, including
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  • Nick Stamoulis

    I’d argue that 99% of businesses could benefit from having a blog. The 1% that won’t benefit are the ones that can’t/won’t commit to routinely providing fresh content for readers and the search engines to find. I think a lot of businesses lose hope in blogging because it doesn’t have a quick turnaround. Blogging is long term! You aren’t going to gain a loyal following overnight. 

  • Infographics

    Absolutely agree with Nick. Fresh online content is so necessary for the success of a company’s online presence. Every company, small or large, benefits from having a blog and only those who fail to keep up are the ones who will lose out.

  • Cafes in Dubai

    Well if blog is marketed socially on social networking websites then it can be beneficial.

  • Warford Designs

    I feel that correctly executed a Blog can be beneficial to create that personalization most small businesses need to survive. By discussing recent and current events, considerations and the odd banner ad for your business you can please the client as well as provide a quality designed Blog post for all your followers to see. It can also be a great place to promote your newest sales, specials or guest appearances. I agree with Nick though, if you are not prepared to Blog on a regular basis you may want to consider hiring a webmaster to handle your updates and maintenance to free your time to those things you are more suited and qualified for, such as running your business.

  • Denver Interactive Agency

    My company’s blog has been a struggle until recently and now that we are seeing the effects of it, everybody is on board and excited about writing new posts. The key though is tracking your success. Are you ranking well for the main keyword phrases in your post? If not, maybe your’e writing about topics that are too popular. Are your posts bringing in traffic? If not, you’re not approaching the right audience. You can’t just throw up a company blog and post to it and expect the dollars to roll in. You have to actively track it and adjust your blogging strategy based on the results.

  • Facebook Apps

    not agree blogging enhance your business in terms of to let the people know about your business what you are done in past and will do in future and personally i love blogging 🙂

  • Anonymous

    I agree with Nick though, if you are not prepared to Blog on a regular
    basis you may want to consider hiring a webmaster to handle your updates

    Mirriored Furniture

  • Azrian

    Blogs are an excellent enhancement to any website. I am always more likely to return to a site if it features a steady stream of new content.

  • Jimi Patel

    I am 100% agree with nick. The benefits mentioned by nick is true because I have experience that. With the fresh content you can be in the picture regularly and be connected with your customers also. What you have and what are the new technology you know, is easily known by your blog post. Even customers can be attracted by your post. And at last, “your post can be in SERP within a minute after post.” 

  • Infographics

    The problem for Small Business blogging is actually getting readers.  Small businesses normally will not have a large web presence. And to get constant content up on the blog is hard to do for a busy business owner without hiring.  

  • Johnm

    When I first started working for a website marketing firm I was skeptical about the benefits of a blog too; however, I quickly learned how essential they are.  Fresh content and an incorporation of keywords can do wonders for your business.  Thanks for a good overview!