The short answer is yes. Any business can benefit from a blog, and not-so-surprisingly, those who blog see almost 100% more traffic to their business website than they otherwise would. But because blogging comes with its own share of misconceptions, we’re here to tell you that it’s a bit more complicated than that. How so?
Because blogging comes with a relatively low price tag, all you invest is your time. And lots of it. Successful blogs aren’t created by uploading sloppy content here and there. Fortunately. But they’re also not as impossible to keep up as one might think. Slow blogging is making a comeback, meaning businesses need only blog 2-3x per week to benefit. In doing so, you’re looking at having countless more ways to get your business out there. It also gives you a lot of room for participating in social media. You now have a home to send people to from twitter or Facebook, that’s not just your client page, which creates a personal experience that can convert mere readers into customers. As not-yet customers, we’re much more likely to click on a link that has information for us, rather than a product we don’t yet know we want/need. So by having a blog, you’re finding new and meaningful ways to connect with someone.
It’s pretty obvious that most businesses could use a blog. So when is it not a good idea?
If you don’t have the time or commitment. When you start a blog, you are not only committing yourself to writing posts, but the whole package. Meaning creating a whole new (user friendly and aesthetically pleasing) page on your website that’s still relevant your brand, committing to social media in order to promote posts so they don’t just sit there unread, dealing with any website issues that arise, and of course—researching and coming up with good quality content.
You don’t necessarily have to hire out (though in some cases this is certainly well worth it) to take care of your blog and social media, but you can expect to take on a part-time job. Since many businesses aren’t in the business of blogging itself, sometimes that doesn’t just mean time to blog, but to learn to blog that creates a major roadblock. In this case, blogging is still worth it, but it’s probably a good idea to get some help with it—we know how hard it is to juggle every aspect of a business at once, and we’ve seen plenty of people try to take it all on only to decide to outsource in the end.
When else should a business not blog? Well, honestly, if none of your target customers are on the internet. (Given that by 2020, customers will be managing 85% of their relationships online, that’s unlikely). Any other time, a blog will help you get found in search and on social media (sites like Pinterest are a huge traffic driver to blogs, and ultimately the businesses that those blogs belong to, for example) and lead people to you.
Bottom line, if you’re reading this, your business probably needs a blog. If the thought of a blog is too daunting a task to bear, get in touch!