It’s almost unbelievable in 2014, but true: There are millions of businesses that have websites but don’t blog. I’ve worked with many businesses that to the table with misconceptions about what it means to have a business blog. I’ve compiled a list of some of these common myths, along with some uber-logical reasons why they should be put to rest.
Business Blogging Misconception #1: We Don’t Need a Blog, We Use Facebook
Many businesses have shifted their main focus away from their website and blog onto Facebook. At the end of the day, this is a mistake. Facebook should be used as a means of delivering your website content to your community, not as a sole means of content creation. And with all the recent changes to Facebook’s algorithm that make it more difficult for your posts to be seen, it’s probably time for a shift in mindset. While you shouldn’t abandon your Facebook page all together, you should put your energy into your blog.
The same goes for Twitter. And Pinterest. And Instagram. And Vine. Go ahead and market your heart out there, but be sure you’re driving everyone back to your website, for your website is where you do business. You can’t conduct business on social media, so don’t dump all of your efforts into building a house on rented land.
Business Blogging Misconception #2: Our Blog Is For Press Releases
No. It’s not.
Many businesses think their blog is the place to publish press releases and talk about all of the awards they win every quarter. No. No. No.
Your blog is a place to connect with potential customers. You can put a page on your site that toots your own horn, but make it a separate page that interested visitors can look at if they feel so inclined. People don’t come to your website to hear about you. They come to get answers to questions and solve problems. If they decide you’re the right company to solve their problems, they’ll seek out more information about you on their own time. If they visit your blog and find only information about you, you, you,they won’t come back.
The old WIIFM (what’s in it for me) sales adage reins true online as well. People don’t care about you, they care about what’s in it for them. Give them a reason to care.
Business Blogging Misconception #3: Blogging Has No Impact On Sales
If you’re doing it wrong, your blog won’t impact your sales one bit. But if you’re focusing on your customer, creating content that interests them, answers their questions, and solves their problems, you will convert readers into customers.
It won’t happen overnight. Nobody is going to read one post and say, “By Jove! These people are geniuses! Let me give them all my money today!” But blogging can – and does – move interested parties through the sales funnel. According to Factbrowser,
Business Blogging Misconception #4: Our CEO Should Be The One Writing The Blog
Your CEO can blog, but making her your sole author isn’t necessarily the best move. First and foremost, CEOs are busy. Well, so is everyone, but the odds your CEO will prioritize blogging are slim to zilch. You probably have many talented writers in your organization. It doesn’t matter so much who blogs. It matters what you’re blogging about and whether your posts are making an impact.
Business Blogging Misconception #5: Our Subject Matter is Too Technical (Or Complicated, or Boring…)
Many companies with highly technical or highly dry products and services don’t think blogging is beneficial. While it’s true that tax law may bore the wallpaper off the walls, it doesn’t mean your target audience won’t read your posts.
In order to blog well, you have to understand why your customers are coming to you. What makes them buy from you? What are their major pain points? What are the questions you get asked over and over and over again? The answers to all of these questions are potential blog topics. Sure, your content may not be relevant to every person on the internet, but it doesn’t have to be. It only has to be relevant to the type of customer you’re trying to attract.
Just Give It The Old College Try
These misconceptions are easily overcome once a business gives blogging a real chance. After several months of strategic blogging, your traffic will increase. And you will eventually see an increase in inbound leads. But only if you plan your work and work your plan.
If your business doesn’t have a blog, or had one and then abandoned it, it’s time to get back on the horse. Develop an editorial calendar for 2014 and make a plan to blog regularly. Stay customer-focused and don’t talk about yourself. You may be pleasantly surprised by your results.
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