Why don’t more businesses have active blogs? It’s tough for business to gauge the effectiveness of blogging, or social media for that matter. It can be a hard sell to someone trained to make decisions based on market research, case studies and projected analysis. Lets talk about why business blogs are so important…
Blogging – Your Social Media Glue
I tell my clients they need to blog because, other than Google loves blogs, it will quickly become the central online presence that links all their other online efforts. Their blog will become a revolving door to and from other online activities. Facebook and Google Plus pages, video channels, Twitter and all the rest need somewhere to go. Blogs are far better equipped for this mergence than most traditional static websites.
Blogging And Online Sales
You want clients and potential customers to subscribe to your social streams, your video channel and the various feeds you have established. A business blog will help bring purpose to all of those useless numbers. Who cares how many YouTube subscribers you have if you can’t sell a single product there? Anyone with any online experience knows you NEVER NEVER NEVER sell anything through your social media presence other than reputation and personalization. Try “selling” directly through social media and you are doomed for failure, with the exception of direct advertising (We’ll save that for another day).
Now think about every social profile you have channeling small streams of traffic to your blog (your central online presence) – not a sales page. Sales pages still work but only with the right market and audience. For example, if you are selling healthy dog treats you can do very well with an aggressive adwords campaign and a fantastic sales page. You’ll be extending the life span of happy puppies in no time. BUT, try sending your Facebook fans to that same sales page as watch those numbers; you’ll be pretty disappointed. Why is that? You are dealing with a different market, for the most part. You aren’t necessarily working with people searching for healthy dog treats to buy; each person may have a different reason for being on your fan page.
Now imagine a well planned Facebook campaign with an enticing contest or giveaway building a massive list of dog and animal lovers. Can you think of anything a healthy dog treat business could do with a list like that? Now bring in YouTube, Twitter, Linkedin, Pinterest, etc.. Starting to get the point?
Your Business Blog’s Overall Purpose
Every successful blog needs a purpose, a goal, a plan; yes, a business plan. If we don’t know why we are blogging, and to what end, we’re simply shooting from the hip hoping to hit something. That simply won’t do in business so let’s take a look at some of the reasons business needs to blog.
- Sales: Your business blog will help serve as an indirect sales tool for your social media campaigns.
- Direction: Your blog will filter and funnel your social subscribers and connections in the best direction for everyone.
- Information: Your blog will help inform your customers of upcoming sales, product information and in-store opportunities.
- Personalization: Your blog will “humanize” your company and that’s a very powerful prospect.
- Communication: Your business blog will encourage and help your customer base communicate with feedback, concerns, reviews, requests and questions directly on any issue you desire.
- Website Growth: Blogs require updates to stay fresh and relevant. Blogs are a great solution for website growth with constant, traffic generating content. Google loves blogs… You’ve heard that before, right?
Okay, Let’s Wrap This Up:
There are a ton of excuses we can think of against it but blogs and social media is a MUST for your business’s future, not an option to consider. The consumer market and trends are quickly changing and any business unable or unwilling to change with it will quietly disappear into the shadows.
A Little Extra Commentary?
This is the day of constant media saturation. I’m not talking about what we used to think of as news and media overload. That is outdated thinking and completely irrelevant in this discussion. Since I brought it up, what we thought of as information overload was actually the consumer’s demand for instant access to information.
It’s those same consumers that are now demanding constant media (access) to virtually every aspect of life around them. Today’s buyer wants access to your product and/or information 24/7; just as they do with their banking, health, communication, entertainment and on and on. I could go on forever here but you should have an idea of what I’m getting at…
Become part of the YouTube generation and beyond or lose your market share to the nineteen year old go-getter that can’t lift 50 lbs and has more piercings than you have degrees.
Your Thoughts Please
Did I miss anything? Am I way off? Do you think a business blog is necessary or just a waste of time? Without you I’m just here talking to myself so your comments mean something to me, feel free to interact.