Do you talk to your customers? Do you tell them what you are about, how you work and what you stand for? Of course you do! If you didn’t engage with your customers then you wouldn’t be making any money.
As I’ve previously explained, your website is the hub of all of your online activity. This is the one place that you can control the message and your brand image that you communicate to your customers.
A website is not just an online business card, or flyer. It can and should be so much more than that. A website, of any kind, is a place where you can host conversations, build communities and broadcast your values.
The best way to do this is to add a blog to your website. It’s simple and effective.
Before you say, “I haven’t got time to blog”, let’s look at some of the benefits having a blog offers the small business owner.
Search Engine Fodder
More specifically text-based content, in the main, is what search engines thrive on. The more that you have on your site, the more opportunities you give the search engine to display your site in people’s (potential customers) search results. As you will be blogging about your business and industry, your blog will show the search engines, with every post, what your site is about, what you are about and therefore what search queries they should be displaying your site for. This is know in search engine optimisation (SEO) circles as relevance.
Your website enables you to have a voice. You are able to position your company in any way that you see fit. Of course there are certain things you can do to drive people towards particular actions on your site, such as becoming customers. To get a true feeling of your business voice, a blog is a great place for your customers (potential and existing) to find out more.
Creating content on your industry enables you to establish your expertise in an area. This is very important for building up trust, especially with potential customers. There are many ways to position you and your business as experts, but a great place to start is by blogging on your own web property.
Keep Your Customers Informed
Blogs can and should also act as news sources about you company. Share product updates, customer feedback and ‘behind the scenes’ looks at your business. Show a human side to your business, and give people insights that make them feel special.
Blogs are a great way to develop dialogue with your customers. Although it is more popular, and easier, to do this via social media these days, the blog you have on your website is a community under your control. Comments and discussions that appear here tend to be more in depth and focused on your topic than feedback gathered via social media.
So it is clear that there are many advantages to having a blog on your website. In an upcoming post I will share some tips for productive business blogging. In the mean time please let me know in the comments whether or not you have a business blog, and what your a struggling with in your business when it comes to blogging.