A blog for your business website might seem like extra unnecessary effort, particularly when the website is up-to-date and explains all about your products and their features and benefits. If your potential customers can already find whatever information they need online, why would you push yourself to write a blog every week?
But a blog can actually be of great benefit to your business, not only improving communication with your clients but also among your staff. If you are hesitant about taking on blog-writing, consider these benefits to your business.
Strengthen Staff Morale
The weekly blog can become a group responsibility, particularly in a small business. Rather than becoming a tedious chore for one staff member, the blog gives you an opportunity to discuss the unique strengths of your company. You can brainstorm topics in the weekly meeting and take turns writing up the next column. And who knows? Someone on your staff might reveal a flair for writing catchy columns that draw potential customers to your website!
Keep Your Website Looking Active
Have you ever visited a website that hasn't been updated for months, or even years? It has the uneasy atmosphere of a ghost town, and you'd be hesitant to drive out to the store associated with it, in case you find the shop was closed. A blog demonstrates that business is buzzing as usual, and the staff are motivated and involved. A blog is a simple efficient way to add fresh content to your regular web material, keeping your site up-to-date and interesting.
Stay With The Current
While you're looking for blog topics, you will be examining the latest developments in your field and any recent customer concerns. Perhaps you have an opinion about the latest gadget or strategy; perhaps you want to assure your customers that a safety issue highlighted in the media does not relate to your products. You might simply want to tell them to look out for you at the latest Expo next weekend.
Start a Conversation...
A blog gives you the opportunity to discuss your business in conversational detail, rather than through simplified advertising phrases. For example, if you sell electronic equipment, you could write a blog discussing the latest appliances, so customers can tell which gadget is best for their needs. By answering the questions your customer doesn't even know to ask, you will build trust and credibility.
Your conversation doesn't always have to be about work. If you sponsor the local Under 6's soccer team, give the kids some publicity next time they win a game.
... And Listen to the Customer
A conversation cannot be one-sided. Your blog traffic will tell you what your customers were most interested in reading about, so you have an insight into their concerns and questions. Also, your customers can leave comments on your site, giving you direct feedback about your company. Your business will benefit from this information, as you know exactly what works and where you need to improve.
Kirsten Ehrlich Davies is a freelance writer and editor who specialises in streamlining written material for small businesses. Kirsten provides her clients with researched articles, compelling web content and editorial support, in between writing her own short stories and blogs. For regular tips on how to improve your own writing and editing skills, read Kirsten's blog at http://writetoproof.wordpress.com/.
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