Why We Blog About Our Business

Some of you may wonder if it’s worth your time to blog about your business. After all, time is money and just thinking about what to write about for all those posts or articles makes you wonder how long you can keep it up. You’re trying to manage your business and don’t really need another task added to your plate of weekly activities, right?
Let me tell you, my husband and I thought about those “issues” too, and we bit the bullet and did it anyway. Want to know why?

Our interactive marketing director made some simple suggestions on different avenues we could explore to increase our on-line presence. A blog was one suggestion. Sure, why not? I’m close to 30, so I knew some friends who were into that, but I really did not know much about it. We went to WordPress.com opened a new account, picked a template, customized, and started writing! Patrick would write posts at night when he was home from work, I would edit it, then publish and voilà! We became “bloggers.” Patrick writes new posts every few days (sometimes he writes drafts when he is working during the day on his handy dandy iPhone) and I contribute quite frequently too.

Really, what does it boil down to? Why do we decide to maintain a blog for our business? The answer is: We want our prospects (and customers) to find out more about our business and about us. Have you ever felt limited by how much content you can put on your web page? If you put too much technical information on it, it feels overwhelming to the consumer. If you put too much personal information it may seem cheesy or borderline unprofessional, or perhaps just a sales pitch to use us because “we’re a family business and look isn’t our little baby just the cutest?”

Guess what? A blog is the perfect forum to really “express yourself” and share all the different aspects of your business. Patrick does great posts on particular lighting installations or service work we have done (thus keeping our blog fresh and relevant), technological advancements in lighting, his personal lighting design preferences, and the list goes on. I chime in with posts on lighting from a “non-technical” aspect, special events our company participates in, lighting related events/activities in our area, my thoughts on small family businesses, family fun in our region, updates on our family (yes, Patrick and I love to brag about our son who of course was the “cutest baby ever“), and so on.

Does blogging take up time? Sure it does, but think of it as a way to promote your business, give more insight into how your business operates and what sets you apart, and establish yourself as an “expert” in your field. During each day, remember to jot down ideas for your posts and maybe write quick drafts when something comes to your mind. Have your head installer or LCA technician write guest posts about a certain job you did in which you solved a problem for a customer or somehow went above-and-beyond to make sure the customer was well taken care of. Write posts about working with your favorite trade alliances and how their work compliments yours or vice versa (and be sure to e-mail a link to them to better solidify your partnership). This way blogging about your business won’t seem as time-consuming or overwhelming.

We’ve gotten positive comments and results from our past five months of blogging (I’ll blog about the specific ROI sometime in another future post). You can get results too! Guess what else? It’s free! Now you have no excuse not to try it out. So bite the bullet and start blogging about your business!
Laura

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