Whenever we tell people that the main reason we’re so high in Google for relevant search is because of our blog – their faces light up. And that’s all they want to talk about with us – ‘get me high on Google’. The thing is, while blogging IS great for getting high on Google, it does take a while for that to happen. In the meantime, however, there are several other reasons why you’d want to be blogging for your business:
People like doing business with people. People also like doing business with people they like. When someone is looking for a service provider in your industry, and they’re reading through three or four websites trying to decide who they’d most like to give their business to … I reckon the business with the website that best showcases the people and personalities behind the business is going to be the one that gets the chocolates.
A blog is the perfect outlet for you to demonstrate how much you know about your industry and to establish yourself as a thought leader in your industry. When you establish yourself as a thought leader, people start coming to you for commentary (people like the local newspaper or radio). You might get asked to speak at a conference. The benefits to your business that come from establishing yourself as an expert are myriad.
What trumps the ability to demonstrate your expertise? The ability to demonstrate your expertise and give away your valuable knowledge for free. Just about every business I talk to about blogging balks at this bit. They just cannot understand why they would or should give away their hard earned knowledge for free. But here’s the thing. I have lost count of the number of times I have used the services of someone who has given away a tonne of ‘free’ knowledge on their blog. By nature, any advice they can give in a blog post is very general. When I see what is on their blog I think to myself ‘I need to sit down with this person and get their thoughts on my personal situation.’ That’s right, I pay for them to apply their knowledge to my personal situation.
You write a post, people comment on it, you answer their comments … and all of the sudden you have a conversation going on. A conversation around a topic on which you are an expert. A conversation that probably connects you to someone you would never come across in everyday life. This is pretty powerful stuff for your business. In creating these connections you are also creating a powerful, unofficial sales force for your business. The person you have connected with may not need your services, but I bet they know people who do.
The beauty of blog posts is that they never go away. This means the content on your site is ever expanding, and is incredibly useful to people (because by nature, blog posts are useful). Google loves delivering really useful search results to its users and it loves websites that have LOTS of useful content.
I won’t lie, blogging takes time. But the more you do it, the less time it takes. And just imagine if you dedicated 2-3 hours a month (a MONTH) to writing two blog posts. By the end of the year you would have 26 pieces of incredibly useful, expertise showcasing, Google loving content on your site. Content that shows off your personality to potential clients AND makes those potential clients think you’re amazing because you are giving away your knowledge for free.
Which is why I can’t say it enough to people. Blogging for business. Just do it.