The benefits of blogging
Blogging is part of the great web 2.0 explosion. What's web 2.0? Well, it's a loose term used to describe the changes we've seen on the web as people have started to understand its strengths. Those strengths are mostly to do with sharing and collaboration and connecting with people. The web makes sharing ideas and information a breeze. It makes staying in touch with people a breeze.
Blogging is perhaps the most common way that people share ideas and keep in touch on the web. My old college friends have scattered all over the world, but we stay in touch through our blogs. They always know what I'm up to and vice versa, because we blog about it.
But a blog can also offer some great marketing advantages. A lot of small (and not so small – Google!) businesses have a blog on their site. Some of them use it just for professional ideas and articles. Some write more personal posts too.
Here are a few ways in which a blog can be great for your business.
It's great for your customers
- It gives them a clearer idea who you are and what you do. If you want to get all marketing about it, we could say that it helps build your brand, or expresses your 'USP' (unique selling proposition). I prefer to say that it allows them to see the spirit of your business, your individual and invaluable perspective.
- It allows them to see your expertise. Articles about your work show them you know your onions.
- It's a great way to give to your customers. I've talked before about the benefits of giving people free stuff! Perhaps you're a Pilates instructor: you could write a post with five easy stretches you can do at your desk. Perhaps you're an alternative therapist: you could write a post about how to get the most out of a session with you.
- It gives them a reason to stay in touch – and an easy way to do so. If a blog's really good, people will keep visiting it the way they keep reading a good magazine. People can follow your blog via RSS so they can get your updates in their email or on their home page.
It's great for your colleagues
I follow several web design blogs. It's an easy way for me to stay in touch with what's going on in my field, and to get great new ideas.
I've also made several good friends and useful connections this way. Most blogs allow comments, which means at the bottom of the page you usually find several web designers having a little discussion about the article. This is the 21st century version of industry magazines – only better, because it's interactive!
Your blog gives you a chance to express your thoughts about your field, to share your ideas and innovations. Just like customers, colleagues will keep up with a good blog, and that's great for you and for them.
It's great for the search engines
When it comes to search engines, content is king, and if your content is fresh they will rank you higher than if it never changes. Having spent ages carefully crafting the copy on your main site, you don't want to have to change it for change's sake. But if you update your blog regularly, there's always something new for Google to look at.
It's great for you
Blogging is one of the very marketing tools for small businesses. The key is commenting. As well as writing your own blog, get out there and look at other people's blogs too. When you find people you like (who are likely to also be people your ideal customers like), comment! Get involved in the conversation. When you comment, you'll be given the option to enter your website address. Hey presto, links to your site in the very places your ideal customers hang out.
An important note: don't be spammy. You're all lovely people, so I know you won't, but it's an important point. Sometimes people leave annoying sales pitches in other people's comments sections. It's rude, and it doesn't make friends. And there's no need! You can just be yourself, enjoy getting involved, and you're already making friends.
See the links to Havi and Naomi's stuff at the bottom of this article for more on blogging and commenting as a happy, fluffy marketing tool.
The hidden cost – time
There is one key cost to running a blog – time. You need to be happy to spend time on it regularly. If you're the kind of person who loves to share your ideas, you'll be a great blogger. If you don't really like writing, or if you're just too plain busy to find the time for it, a blog probably isn't for you. A good blog is a great asset, but a neglected blog is worse than no blog at all, as it will make people think your site is abandoned.
Blogs for the time-poor
That having been said, if you know you're short on time, you could go for an X Blog! This is a great idea that I came across just the other day. X Blog is short for Experiential Blog, and the idea is that it's a blog with a finite number of posts which encourages readers to do something. For example, the inventors of this term, Kim and Jason Kotecki, have started an X Blog to combat 'Adultitis', with 40 days' worth of activities to bring out the kid in you. There are some other ideas in their article – have a look!
Inspiration
If you're thinking a blog might work for you, you might like to have a look at some of these sites for inspiration.
- The Fluent Self
Havi Brooks' blog is the perfect extension to her 'destuckifcation' business. As a self-proclaimed 'helper mouse', it's a place where she can give helpful tips for free. These tips show us just how great she is at what she does. And her candid personal articles give us a real sense of who she is. And handily, she's been doing a series of posts on blogging – check out But I'm not an expert!, and follow the links to the other blogging therapy posts at the bottom. - The Comfort Queen
Jen Louden blogs about all kinds of things, from inspirational stories to personal experiences to her upcoming workshops. She's currently doing a fantastic series on fear – check it out. - Ittybiz.com
Naomi Dunford's blog has a very strong voice (and strong language). It conveys her personality perfectly. It's also chock full of helpful marketing tips for small businesses, including tips about using blogging as a marketing tool.
There's more about the benefits of blogging in this article by Derek Gehl: How to harness the marketing power of blogs.