There are three primary reasons why every company and organization needs a business blog, but many large and small businesses aren't aware of the benefits that a blog can bring to them. Those three reasons are explained in detail below. If you own a business and don't have a blog yet, I hope you'll start one when you're done reading this article!
1. Google and the World of Search Engines
In simplest terms, blogs create entry points for your business website. Consumers don't search for businesses, products, and services in their local Yellow Pages book anymore. Instead, they visit Google or their preferred search engines and type in keywords to find what they need. Your business needs to be represented in the results when consumers type keywords related to your business into search engines. Search engine optimization can help you, but creating entry points helps, too.
Think of it this way: if your business website is made up of 10 web pages, then you've created 10 ways for Google to find and index your content. That means there are only 10 potential entry points for people to find your business via search engines. Now, imagine that you attach a business blog to your business website and write a new blog post every day for a year. At the end of the year you'd have 365 more entry points for search engines to find you and deliver your business in search engine results.
At the same time, you could be spending that year building relationships with your target audience across the social web via Twitter, Facebook, LinkedIn, and so on. If your blog posts are useful and meaningful, the audience you build is likely to find value in them. That means they'll share your content with their own audiences, blog about it, and create even more entry points to your business blog from across the web. Your 10 page business website now has hundreds, thousands, tens of thousands, or more entry points! That's a lot of ways for people to find your business online where they're looking for it.
2. Opportunity Cost
Writing a blog for your business is an opportunity that you shouldn't miss. Ten years ago, business owners would have done anything to get their messages in front of consumers. Today, that opportunity exists on the social web, and if your business doesn't seize it, you can bet that your competitors will.
Business blogging presents a unique opportunity to increase exposure and build relationships with consumers, increase brand loyalty, and get on the radar screens of influencers who have the ears of your target audience. If you're not online talking to your target audience, another business will be.
3. Long-Term Sustainability
Business blogging is very much a long-term marketing strategy. It can help you build your brand, boost word-of-mouth marketing, and grow your business for years to come. It's this type of organic growth based on relationships and trust with your audience that leads to brand loyalty and a business that can withstand macro- and micro-environmental problems for years to come.
Don't underestimate the power of business blogging. In fact, if your business isn't blogging and building a social web presence, the time will come very soon when consumers will wonder why. They'll expect your business to be part of the online conversation, and if you're not there, they'll choose a company to buy from that is.