To Blog or Not To Blog…

One of services that SASS offers is assistance with your social marketing set up and maintenance.  A critical part of that marketing is blogging.   So, why should you blog?

It gives your comblogpany a more intimate way to communicate with your audience.  Your website is probably pretty much strictly business, which not only means it is professional, but can mean a bit dry.    Okay you say, I already post to Facebook.   Facebook is more for quick bites of information, and should be more casual.  Having an active blog, with fresh content on a regular basis, provides a voice for your company in a range that is in between Facebook and your website.  It also makes your site more interesting to visit.  If you’re blogging about skiing for example, you’ll have both budding and experienced skiers coming back to your site to read your latest post about new equipment, techniques and information on great locations, etc.   It also provides a medium for in-depth discussion with your audience.  You can use it to communicate information about your industry, new products, promotions, value propositions, mission statement and accomplishments; anything at all.  No one is going to view everything on a 15 page website, but they will peruse a blog.

It’s a cost-effective way to reach your audience.   Think of how many times you typed in a subject to search, and wound up being directed to someone’s blog.    There are many free blogging tools out there.  The biggest investment will be your time in maintaining the freshness of your blog.  Don’t have time to maintain a blog you say?   I happen to have to know of a certain virtual assistant that can help you out with that…

It will boost traffic to your site.  Search Engine Optimization (SEO) is what drives the bots (webcrawler for example) from the search engines to your blog and your website.   SEO is the tool that gets, and keeps, the bots checking out your blog every few days to see if anything has been updated.  The more you post new content to your blog, the more often the bots will be crawling on your site and can gain you a higher ranking.   The higher you rank, the more likely people are to visit your site.   Think of it this way, you type in a subject to search in Google and you see that there are over 20 pages of search results.   Do you usually go to page 10?  If you’re like me, you probably only look at 1-3 pages at most, and then change your search term if you can’t find what you’re looking for.  The more people find you, the better it is for your business.

It allows you more control over your messaging and drives home your point of view.  Controlling your messaging can be difficult.  Having a company blog where you publish knowledge and information, allows you to control the message you want to send to your audience.  It also allows you to respond to questions and potential issues in a timely manner, as well as insures that your customer-base is getting reliable and trustworthy answers to their questions.   While you can never fully control what people say about your company on-line, a blog can assist in getting your message out the way you want it communicated.

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