3 reasons why your company needs a blog

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I’ve been talking to two clients recently about the merits of setting up a company blog. They’ve been keen but understandably a little worried about the time it would require and whether anyone would read it. So I thought it would be helpful to bring together all the benefits of a blog in one place – and invite you to add your own success stories in the comments below…

1 Sales Back-up

It’s hard when you’re selling a service – you find the lead, have a good first meeting and then you just need something tangible to persuade them they need you. Send them the link to the case study, complete with comments, that you wrote about on your blog a few months ago. Or someone has called to ask if you sell tweed jackets. They’re not sure which style they want, so you can direct them to your ‘5 things to consider when buying a tweed jacket’ blog (which obviously has a link to your online shop). It’s quicker, cheaper and more up to date than a brochure and more relevant than a newsletter.

2 Easy PR

A report was published today saying childcare needs to be made more affordable. This is a topic that concerns millions of families and will be discussed endlessly online in parenting forums and mum blogs. If you sell anything remotely related to children or families, you need to write a blog article using all these key words today. Give your opinion on the report, suggest how your products might help, link to your online shop and go and comment on some other relevant blogs. Your sales will increase and your brand will be that little bit more recognizable.

3 Discipline  

Whether you write your own blog articles or have someone to ghostwrite them for you, committing to a blog forces you to stay on top of things. You have to keep abreast of industry developments, you have to remember the detail of success stories and you have to sell your product or service in layman’s terms. I recently made a video blog explaining three simple ways to use Twitter to improve your business. I’ve since found that if anyone puts me on the spot and asks me “Why should I use Twitter?” these three practical reasons always pop to the top of my mind!

These are just three ways a blog can prove itself as valuable to your business. Do you have others?

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6 Comments

  1. Craig McGill
    May 21, 2012

    Cracking post. So many businesses seem to forget that nowadays people go online to search out the companies that they want to work with, work for, buy from or invest in. This is how people shop now – for information, for talent, for everything.

    A site’s blog is where the company – and staff – get to shine, passing on opinions, providing a human tale to the press release, providing further information and so on.

    Also, bearing in mind that most people find things via online now, it’s insane not to have something that people can link back to your site.

    No doubt some naysayers will be reading this and going ‘nah, blogging’s still not for us’ and that’s fine, because you know what? Your competition is probably doing it and they’ll be happy to attract your customers, the potential best staff and investors.

    Reply
    • Kim McAllister
      May 21, 2012

      I agree Craig, it’s a really effective way to stay a step ahead of your competitors!

      Reply
  2. Ruth Dawkins
    May 21, 2012

    This is all very true. If I’m trying to find information out about a company and I click on their website, if there’s a blog it’ll be the first thing I look at.

    A well written blog makes you feel much more connected to a company. Even if it’s ghostwritten, it lets you ‘imagine’ some of the faces behind the brand and makes them seem much more approachable.

    As a parent blogger, I probably wouldn’t consider linking to a company website from my own if it was just a standard website, but I would happily link to a well written company blog – and word of mouth counts for so much.

    Abel and Cole and John Crane toys are both examples of companies doing it really well.

    Reply
    • Kim McAllister
      May 21, 2012

      Thanks for those links Ruth, I’ll need to go and check them out! I’m the same, if there’s a blog on a website I read that before the ‘about us’ section.

      Reply
  3. Cathy
    May 21, 2012

    I don’t know much about business blogs but I suppose one of the key things about all blogs is that it gives the personal touch and a sense of identity. I have three blogs, for three different subjects, so they’re targeted towards separate audiences (a lot of people who read my running blog probably aren’t interested in my vegetarian blog and they’re probably not interested in my general writing blog). Just like a business blog would target their own audience and connect with them and build up a regular readership and keep them coming back. More visitors = more sales.

    Reply
    • Kim McAllister
      May 21, 2012

      Definitely Cathy, the longer you can keep them on your site the more likely they are to buy. I love your running blog – now I’ll need to check out your other ones!

      Reply

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