Nowadays, more and more companies are realizing the importance of having a business blog. The following are some of the general characteristics of a blog:
- Writing a blog does not require any technical expertise
- Visitors can leave comments after reading blog posts
- Information can be distributed automatically and instantly
- Blogs allow multiple authors to contribute posts
- Blog posts are automatically organized into archives and categories
A business blog is a powerful communications and marketing tool that can help companies interact effectively with all the stakeholders, from employees to suppliers and customers. Here are some of the benefits of a business blog.
1. Opportunity to position yourself as an authority
A business blog allows you to display your experience, knowledge and skill on issues related to your industry. Over time, people are likely to perceive you as an expert in your field.
2. Business differentiation
A business blog gives you the chance to demonstrate how your services and business stand out from your competition. When customers appreciate the benefits you have to offer, your sales are likely to increase.
3. Search engine marketing
A business blog which has fresh, relevant and well structured content will enjoy high rankings in search engines. This means your company, as well as your products will be more visible.
4. Communicating with customers
A business blog offers the opportunity to pass on information to customers in an informal and approachable manner. Customers get to learn about your company, as well as your products and services, innovations and achievements. In addition, a blogs allow for two-way communication. Besides passing information to customers, you can also receive feedback from them. When you take time to listen to their concerns and respond in helpful way, customers will feel important and valued. This will significantly enhance customer loyalty, as well as increase repeat purchases.
5. Brand awareness
Every company has a brand message that they would want to send out to its customers. A business blog offers a great opportunity for promoting a brand image. Consistent branding will build trust with customers, thus enhancing customer loyalty.
6. Internal communications
A business blog is also a powerful tool for communicating with employees. It allows information to be shared instantly by multiple people. Instead of waiting for the monthly or weekly newsletter, employees can access the latest news on a daily basis.
A business blog can be a very effective tool for enhancing customer loyalty and increasing sales. However, such blogs need to be written in a way that attracts customers, rather than turning them away. Therefore, steer clear of corporate jargon and rhetoric. Take time to reply to customer comments. Above all, be sure to offer content which is current and helpful to customers.