Is Having a Blog Important?

Fuerza-Blog

Does My Business Need a Blog?

One of the most recurring questions that I am asked is the importance of having a blog. Blogging has always been a topic that I went back and forth on, should a company like Fuerza Design that specializes in web and graphic design (typically a service that is only purchased every 2-3 years) have a blog? The short answer to that answer is yes, but as you will see through this post, there are plenty of reasons in favor and against having a blog. I will start first with the definition of a blog: “a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style”. When considering whether or not your business needs a blog, three parts of this definition needs to be taken into account. First of all, will you be able to regularly update your blog with content that is relevant to your customers? At first, this may seem like an easy task, but if you have a post that really sticks out and attracts attention, it needs to be backed up with relevant content on a regular basis. This leads into the second part of the definition; do you have an individual or small group that is capable and willing of writing a blog? Not only does the content that your business is publishing have to be relevant, it also has to be consistent. If you are a real estate company with a brand new blog and publish a great article on the delicacy of a housing market in your area, you shouldn’t follow that piece up with “3 tips for a painter”. As a consumer of blog media, this mistake can be observed quite frequently; you have a great writer who is knowledgeable about house pricing and you attract a certain audience who wants to read about house pricing, and then their email is bombarded by an update that someone else at your firm published a totally different article. It is very important that your business has a person or small team who will be the publisher of blog posts and that content remains consistent. Finally, perhaps the most important part of any blog is that it is written in a conversational style. After selling to your customer and using lingo that might not be familiar to them, the last thing they want to hear is more of those phrases that mean nothing to them. Your blog posts shouldn’t be a corporate press release and should reflect on the personality of individuals within the company. If you published a corporate blog post with the same jargon that is used in your financial release, you have failed the main objective of having a blog: to personify your company. If you believe that your company satisfies the three parts of the blog requirements, I invite you to continue reading to determine if blogging would be beneficial to your business.

Benefits of Blogging

First and foremost, one of the great parts of a blog is the ability to stay in contact with past customers, and create a relationship with future customers. I can get into the financial benefits of this, but that should be fairly obvious. The true benefits lie in the ability to help consumers in their pursuits; whether it is in B2B marketing or a small shop hoping to help their customers make informed decisions. As a blog owner, it is your responsibility to provide relevant material, and a blog allows you to deliver that to your consumers in a nice package.
In addition to building and increasing relationships with clients, blogs can drive traffic to your website for free. In a digital age where pay per click advertising may be expensive for a small business, a great blog post can attract the attention of thousands of reader’s overnight. If you are providing relevant material and it goes viral, you will be finding yourself with tons of people who are excited about your business. That excitement can lead to sales, new employees, publicity, or even new followers.
An important thing to consider when starting a blog is what age group you are targeting. If you are going after the 18-35 crowd, I have great news, 73.5% of blog readers fall into that category. If your audience is considerably older than that, your efforts might be best spent elsewhere. But before you give up on your blog because the majority of your clients are middle-aged, please remember that the rates of adoption are always growing, and it would never hurt to strike a chord with a younger demographic.

Some Blog Facts

  • 81% of U.S. online consumers trust information and advice from blogs
  • B2B marketers who use blogs generate 67% more leads than those that do not
  • 81% of companies consider their blogs “useful,” “important,” or “critical”
  • 60% of consumers feel more positive about a company after reading custom content on its site
  • Small businesses that blog get 126% more lead growth than small businesses that do not blog.

Starting Your Blog

Once you have determined that your business will benefit from a blog, how do you get started? Well, if you are a client of Fuerza Design, we can set up a blog functionality easily since your website is built on WordPress. In fact, WordPress is the most popular blogging platform in the world with 60.6% of blogs worldwide using the popular and easy system. What you are reading currently was produced with that very system. If your website is not built on WordPress, not a problem, you can start a new blog on WordPress.org. This has some of the features of having a website that is completely operated on WordPress, but the benefit is that it is free and you can get started instantly. Alternatively, you can also use Blogger, which is Google’s blogging platform and has existed for quite some time.Whether you chose to expand your current website, start a new blog, or pursue clients other ways, make sure that your updates are relevant, consistent, and conversational. This is an opportunity to show that your business is more than just a for-profit venture, but rather an organization that is committed to helping their customers. I will end this blog on the following quote, remember to make your blog relevant for the customer not for the writer.

"A blog is only as interesting as the interest shown in others"

− Lee Odden