Web Guide For Non-Techie Entrepreneur – Part 3: How Having a Blog Will Help Your Business
You’re an entrepreneur and just launched or want to launch the business of your dreams but don’t know the first thing about how to leverage the Internet to empower your business?
This series of guides is for you! This is the third part of our “Get on the Web: A Guide to the non-techie Entrepreneur”, and it covers why a having a blog can help your business. You can read Part I: Domain Names & Hosting Explained here and Part 2: Power Your Business Email with Google Apps here.
The “I don’t have anything to say” Syndrome
This is the answer I get from most people, when I urge them to setup a blog. Perhaps they think that by “blog”, I mean “talk about something personal”, and think no one would want to know about “insignificant” pieces of information about their daily life.
A blog is about one main thing: sharing knowledge, but if you think blogging about how good your “mansaf” (منسف) was, is a subject some people would like to read about, then you may as well go for it, and invite me over the next time please.
On a serious note though, think of a blog as a podium (and quite a comfortable one if you’re blogging while relaxing on your couch and in your sweats rather than in a suit). What is it you would do if you were given the chance to stand up on a podium and give a lecture to a massive audience (besides freaking out of course): one way of going about it is to share with the audience something you’ve learned over the course of your career. Perhaps a good proportion of your audience will know most of what you’re talking about, but our experiences are so different, that you’re bound to find plenty of subjects, situations, things you learnt which helped you in your line of business, which others will find useful.
Positioning, Engagement of Audience and Updates
A blog therefore allows you to educate your audience, providing lessons, tips, tricks, landmines to avoid, whatever your field may be.
When you do this on a regular basis, a blog positions you as an expert, thus helping build your online reputation.
You get to engage with your audience better: accept comments from readers, reply to them, listen to what people think of your ideas, seek advice or feedback on some of your products or services, and so on.
You can keep your audience up to date with your company’s news, or share with your audience best practices in your industry.
Lead Generation: Market Your Company Online
Last but certainly not least: a blog allows you to generate more traffic to your website. How?
First and foremost, Google ranks websites based on so many parameters, three of them being “the freshness” of your content (i.e. the newer the content is on your website, the better), another one being the number of internal pages your website has, and another one being on how “keyword” rich your content is.
Since blogging is supposed to be a frequent continuous process, you guarantee freshness of content on your website. And since each post you write typically gets allocated a dedicated “page” on your website, you’re basically increasing the number of internal pages on your website. And finally since you’re going to blog about things relevant to your industry, or field, you’re automatically going to be using keywords relevant to your industry. With enough time and enough posts, you increase your chances of getting ranked high on Google for keywords relevant to your industry.
Ranking high on Google, or other search engines, will help drive traffic to your website.
Another way a blog helps you drive traffic to your website is by actually posting your blog entries on your social media channels: most, if not all of us, are members in a social network or another be it Facebook, Twitter, LinkedIn or other. Once you write a new blog post, make sure you mention it and link to it in your social network’s “status”, this will drive traffic to your website, and, if you’re lucky, someone from your network will like your article and will share it with their own network and so on and so forth, thus increasing footfall on your website. Here is an example:
A blog increases visibility for your website, and if your website is designed with conversion in mind, you increase your chances to get an inquiry about your services, so go on, start blogging!
Here are examples of company blogs in different industries:
In my next post, I’ll explain how you can set up a blog for your company using readily available technology, stay tuned.
#Photo by Kristina B.