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Why Your Business Needs a Blog

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PLEASE NOTE: This is a post that was originally published in 2013, that has been updated with current content. The concepts are the same, but some of the references and technology have been updated to make it more relevant for today's reader.  

When it comes to blogging, businesses fall into a few clear categories,

(1) those that actively blog

(2) those that have a blog but they haven't posted in over a year, and

(3) those who have no blog, website or social media presence at all

If your business falls into categories 2 or 3, please read this article to see how you're likely leaving money on the table.

If you think your business is doing just fine without a blog or mobile enabled blogging technology, we will discuss the changes that have occurred that make blogging a critical piece of your marketing landscape. 

Let's start by defining mobile enhanced technology.  Mobile enhanced technology allows users of mobile devices like smartphones and tablets to see your website content without having to scroll around. Have you ever tried scrolling around on your phone to find information? It can be very frustrating. 

You can have the most attractive website with great information, and you won't have many visitors. Most people in today's hectic world, won't bother with excessive scrolling to the left and right to see your information.  Since research shows that 4 out of 5 consumers use smartphones to shop, this is really important.  A responsive design allows mobile users to automatically see your site in a smaller format based on the size of their device.  So today, it's not enough to have a stationary website, as in the old days.  You need a website designed with mobile enhanced technology in mind.  

What is Attraction Marketing?

Now that we have that out of the way, let's talk about with the way companies generate leads, and how they communicate with new prospects and existing customers.  Paper based methods (post cards, sales letters, flyers, etc.) of communication are not only expensive, but in reality not as feasible for cold marketing.  Cold marketing means you're sending information to people who are not familiar with your business.  When you use paper based methods to communicate with customers, unfortunately most of your hard work ends up unread, in File 13. 

Broadcast methods (also known as interruption marketing) like telemarketing, cold calling, robo calls, etc., will have your customers avoiding you, the opposite reaction you want from your marketing efforts.  And traditional outbound methods like in store demonstrations, trade shows, etc. are still around.  Though all those methods work in various scenarios, there has been a move toward inbound marketing methods that will "attract" an audience to your business. 

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Blogging allows you to attract people who want to hear from you, eliminating the need to broadcast your message to people who tune you out.

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Attraction marketing not only makes your company "easy to find" online,  but it actually attracts your ideal customers to content (information) that helps to solve their problem(s).  The content your customers want and need can be found with a search on Google, Yahoo or Bing and from  an article from a blog. 

Instead of blasting out tons of information by phone, social media and regular mail, to people who are trying to block you, blogging allows your business to locate, attract and keep customers who need your services and are therefore interested in hearing your sales pitch.

Not only has locating customers changed from a marketing perspective, it's also changed from a logistical standpoint. The old way of doing things means using expensive paper documents sent via U.S. mail to communicate your message.  This outdated method is not only challenging, it's expensive to keep a hard copy paper trail up to date with current information.  A blog can present up to date sales materials, forms, and documentation making them available when it's convenient for your customers. 

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Blogs and Online Technology Are Constantly Changing

Online trends have evolved to the point that everyone from teens to grandparents have smart phones and they are checking their texts and emails at every opportunity.  They are also using more laptops, notebooks, and tablets to surf the web to find service providers and information.

If your business doesn't have a blog or a mobile presence, you can't compete with someone whose blog content is ranking in search engines.

When people are looking for the products and services you provide, they are going to contact the companies that come up in Google and Bing search results.   If you don't have a blog, imagine how many potential customers you're losing on a daily basis? If you're utilizing a static website (or no website at all) with desktop technology, you may be in a better position than someone who has no website at all, but you're still using outdated methods to reach your audience.

Earn More by Stepping Into Today

Social media and internet channels are fueled by blogs to distribute up to the minute information in most every industry.  When you blog about topics that grab the attention of your audience, you invite them into your world, where you hope they'll hang around.  Without a blog, your content has no place to reside. You have no place to invite potential customers to see what you have to offer.

Without a blog, you're forced to post your content here and there, all over the place. You may not post anything which is even worse because no one will really know or understand what you do.  Potential customers don't have a place to contact you or learn more about your company, products or services.

So lets think about it for a minute... If you're missing out on the social media conversation, you don't have a mobile enabled blog or website with current, up to date information, and you can't offer online deals or incentives because you're not on board with mobile technology, you're missing opportunities for additional sales.

When you think of the free exposure you can obtain with regular posts on a blog and social media sites, it's easy to see the benefits of having a blog.  When you look further, you may find that you have lost customers, especially if you're not staying in front of them or connecting through other means. 

What you thought was a decline due to the economy could be the result of your customers finding better deals from your competitors who use technology to get the word out.  The sales you're losing could mean the difference between having a successful business and a mediocre existence.

Change is a Good Thing

If you take a moment to consider how business has changed because of technology, things like search engines, blogs and mobile technology have partially if not totally replaced things like the phone book, some aspects of the library, and they way we pay for goods and services to name a few.  In recent years, the Internet has gone from being something nice to have to a necessity from a business and personal perspective.

In addition to the benefits outlined above, I found some interesting information about blogging.  For example,  from a business perspective it's important to note that 81% of U.S. online consumers trust information and advice from blogs. (Source: BlogHer), 61% of U.S. online consumers have made a purchase based on recommendations from a blog. (Source: BlogHer). Another interesting bit of information for bloggers is that once you write 21-54 blog posts, blog traffic generation increases by up to 30%. (Source: TrafficGenerationCafe), and small businesses that blog get 126% more lead growth than small businesses that do not blog.

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Still Not Convinced?

If the information presented so far doesn't convince you to implement a blog, here are a few additional highlights to consider:

1. Blogs provide the ability to make your business easily found in online searches. Did you know that once your website is indexed and been active for a while, your most recent content will be more likely to show up in search results than content that was posted a while ago. The search engines place a higher value on fresh content than they do on older material. Makes sense, when you consider that most people searching the web are in need of the most recent information. This is a great reason to post often and on a consistent basis.

2. Blogging gives you the ability to reach a larger audience. An online presence will enable you to create helpful, useful tips for local customers and extend your reach to a national and even worldwide audience. This additional reach has the potential to result in more leads and potential sales.

3. Blogging enables you to create an enhanced connection with customers. You can enable features on your WordPress site that makes life easier for your customers to connect with your business.  For example, eliminate the hassles that accompany providing discounts, receiving and accepting payments, and the ability to schedule appointments with easy to use tools that provide front and back end enhancements.

4. Blogging provides a platform that gives you the ability to show your capabilities. When you blog about things that are important to your customers, display your results (finished product), do online video demonstrations or outline how you have solved a problem for a customer, it helps your audience obtain the confidence and trust they need to consider making a purchase.

5. Blogging gives entrepreneurs the ability to control their content, and online presence. When you're posting on other sites, like Facebook, Google, Twitter, etc., those sites control your content. ​They control who sees it, when it's shown, and if it's shown at all.  If those sites change their policies (as they frequently do), or if they decide to shut down, all your content goes along with it.  With your own blog, you can attract your own audience, grow your followers and it all belongs to you.  Blogging helps you create an online presence that's not dictated by anyone else.

I hope that I've made the case or at least moved anyone who doesn't have a website/blog to do some research on how technology can benefit their business. There will be many articles on this site to provide information on technology, productivity and how to use it to move your business to the next level.


Let Technology to Do the Heavy Lifting for You!

Social media channels are fueled by blogs to distribute content created by companies and organizations worldwide. If your business is not part of that distribution you may be losing customers.

This page may contain affiliate links. We recommend brands that we have used and believe in, because we feel they are a good match for the interests of our readers.

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