>Blogged from BlogWorld Expo in Las Vegas
If you’re reading this blog you are probably more internet-aware than most normal people. This is a consideration on whether or not you should blog for your small business.
While ambling about Las Vegas the last couple of days, it has struck me that most people still do not know what a blog is. People will ask me what convention I’m attending and when I tell them BlogWorld, they get this perplexed look. Most admit to never having read or heard of blogs before.
However, a vast majority of people do surf the internet. And if you have a website it is highly likely that many of your customers will visit your website before or after they do business with you. This is an opportunity for you to engage them with a blog. Even if that’s true, the question remains should you blog?
To help answer that question, I’ve compiled this list of reasons small businesses should blog:
Reason 1: You have a website.
If you have a business website, you have the perfect platform from which to launch a blog. People are already visiting your website to learn more about you. Why not give them more than they expected?
A blog, as an addition to your website, will give customers a glimpse of your personality. More importantly, it will personalize your business. You will be more than just “Acme Security Systems.” You will be a face and a name with some expertise.
Reason 2: You have a service business.
Whether you’re an accountant or a plumber, service businesses beg for a blog. Your customers hire you because you have know-how that they don’t. There is a certain amount of uncertainty doing business with a service business. Do you know what you’re doing? Can you be trusted?
Let’s say you have a service business that causes apprehension in potential customers. A great example of this is an automotive repair shop. Use a blog to display your knowledge and build credibility. Consistent blogging over time will also build trust in your business. The trust built from your blog may end up being the deciding factor in gaining a new customer.
Reason 3: Your product requires thought before a purchase
The longer it takes for someone to make a purchase decision for what you sell, the more necessary it is for you to blog. Good examples are selling real estate, building pools; anything that is more than just a casual buying decision.
There are two reasons some purchase decisions take longer than others. First, people are afraid they are going to make the wrong decision. Consumers want to avoid buyers remorse. Second, people want to make sure they have all the information necessary to make a right decision. Your blog addresses both of these reasons by instilling confidence and education into the purchase decision.
Reason 4: You have the potential for an ongoing relationship with your customers.
There are certain businesses that become a regular part of a customer’s buying cycle. For example, my wife visits a hair salon every 6 weeks or so. She has an ongoing relationship with her salon. A regular blog from a salon on fashion and the latest styles would solidify that salon’s relationship with my wife. It would also serve the dual purpose of giving her material to send to her friends, enhancing word of mouth.
Car dealers are notorious for wanting to have an ongoing relationship with customers, yet doing nothing to solidfy that relationship. I have yet to find a car dealership with an authentic blog. What if customers could come back periodically to their car dealer’s website for service tips, feature explanations, and blog posts about the new 2008 models?
So now I should blog, right?
While blogging is not yet as popular as bloggers would like, it will be the norm someday. My guess is within the next three years blogs will be expected on a website. If you meet the criteria above you should incorporate blogging into your marketing strategy. But not necessarily. In my next entry I will discuss whether or not you will want to make the final decision to blog for your business.