You bet it’s worth your time. If you have a website and you’re not blogging, then you’re throwing money out the proverbial window by missing out on potential clients. Relevant and useful content drives traffic to your website, which may lead to clients. Unfortunately, when talking with our clients about their website blogs, I hear responses like, “Who has time,” and “We have no one that can do it,” or even “It doesn’t effect our business.” Keep reading, and so I can change your thinking…
In researching my blog topic for this month, I felt compelled to change my topic and address the simple question of why to blog and whether or not it is worth your time.
First of all, you should know that the nature of the consumer has changed over the years. Previously, people would reach out to friends and family for advice and suggestions, but now we have the Internet and millions of reviews just a few click away. Now, eighty-one percent of consumers use the internet for purchases even after using active online searches, and that figure is up 20% from the prior year!
Now, that is a staggering statistic! To drill down deeper, let’s consider with the phrase “Active Online Searches.” According to Nielsen’s Global New Product Report 2013, these “Active Online Searches” include Internet forums (30%), manufactures or brands website (45%) and online articles (blogs) on frequently visited sites (39%). The same report stated that 30% of respondents were much more or somewhat likely to purchase a new product after learning about it on social media, while 29% responded the same about web ads and 27% on posted videos. In each of these instances, consumers are not just searching for credibility and/or price savings, but for expertise in product knowledge, usability and cost vs. benefit.
Most people put more weight into independent bloggers objectivity, as they have no stake in the readers purchase decision with reviews based on their opinion. But as a business owner, you too can build the same trust with your readers. How do you build that trust? You start with showcasing your knowledge and expertise! You already know the questions your clients ask most frequently, problems that have arisen, important messages, client feedback and even you and your industries latest news. Publish the quality content regularly to help to build your expertise and share your knowledge while showing a commitment to your customer’s best. Once you have proven yourself, that lead or customer may decide they need your help!
Now is doing all of the above enough? The short of it is no. Writing and producing great content is not enough on it’s own. It’s just the beginning. You have to also think about the design of your website. Does your blog have a simple user interface that’s easy to navigate? Does it allow your readers to share your information quickly and easily? It is useable and optimized for mobile devices? Do you engage your readers with a call to action? These are all important functions that will allow your customers to read and share your information with others, which can turn into even more leads!
The bottom line is this: if you’re not blogging, then you are loosing future customers.