Blogging is the latest trend in the online business world. But what is it and why should you do it? We tell you why you should care.
First off, we are going to be honest with you. Blogging is for building relationships, engaging in transparent conversations and opening the door for your company to be positioned as an approachable thought leader in your industry. If your company is not ready to commit to this – you probably shouldn't have a business blog.
Nevertheless, there is no doubt that you will give business blogging a shot at some point. Either by publishing a blog or at least by tracking them in order to see what current bloggers are already saying about your company (YES – they ARE already talking about you). However, by then you’ll be playing catch-up. And when you start to play catch-up, you end up focusing on the tactics without having a strategy.
Building relationships and having engaging conversations with customers has long been a key to a successful business. Blogs create a platform for those conversations and provide businesses with a terrific chance to amplify existing relationships. Currently, your company's website is your online brochure. It's what your prospects and clients see first because it's on your business card, in your news releases and can be found on various other marketing materials. That's fine. However, no matter how compelling your site may be - do you really expect it to close the sale or build relationships all by itself? If someone speaks ill of your organization, or if a trade publication badmouths or otherwise tries to mar your company, you have the perfect forum to answer and explain the situation in its entirety to those who matter most.
