It seems like today everyone is blogging. And while you might think that it’s all right for individuals to blog about their favourite topic, is it really appropriate for businesses? The short answer is yes. There are distinct advantages for investing in a corporate blog.
Humanizing Your Brand
When a person clicks on your website, all you are at this point are words and pictures on a page. Companies have personalities, too. While the “About” page or a “Mission Statement” certainly tells visitors what your company is all about, a company blog allows customers to meet the wizard behind the curtain. Let your customers know who you are, what you do, and that you have a quirky sense of fun. Are you serious about the environment? Is connecting with local communities important to your board of directors? Have you implemented a unique training program that boosts customer service? Blogging about it gives your company a “face.”
Demonstrating Expertise
Blogging helps you demonstrate your expertise and industry knowledge. When you invite your industry’s leaders to guest blog, be interviewed for a vlog or host a webcast, it sends the message that you are an expert in your field. It also demonstrates a willingness to expand your knowledge about your industry.
You and Your Target Audience
Any type of blog, including business blogs, encourages conversation. When you receive comments on a blog post, they are valuable customer feedback, providing helpful insights into what customers expect, how they view your corporate presence, and how you can improve products and services. It might seem labour-intensive, but making a commitment to replying to comments creates a customer community or platform for sharing ideas and asking questions.
Potential Customers
Your business will go bust if it doesn’t consistently get foot traffic and/or web visits from potential clients. A well-written blog that is as informative as it is engaging is a powerful tool for building a readership and transforming potential clients into returning customers.
Something Extra
Yes, you are in business to make a profit. But a company blog offering tips and advice relating to your business’s products and services can draw in potential customers and encourage existing customers to stay. By giving your readers something “free” or extra, could be that final selling point.
SEO Bonus Points
The other day a client mentioned to me that the blogs I post to their company website provide the only “new” content – the pages that describe the construction company and its services are static pages. Search engines don’t just look for keywords or the “right” words; they also search for new content – bonus points if it’s well-written, engaging, and inspirational.