If you’ve got a blog, you’re probably well aware of how it’s helping your Google rankings. It’s true, SEO is probably the most tangible business benefit, but blogging has much more to offer.
Social Media Examiner cites 5 reasons “why your business should be blogging” Arguably the most interesting reason is #5: The Power of the Blog Comment. If the content on your blog is inspiring, this will motivate your audiences to interact with your organisation.
The Dell effect
In 2005, after enduring poor customer service, Jeff Jarvis, journalist and blogger, posted a piece on his blog with the provocative title, ‘Dell sucks.’ Thousands of other frustrated Dell customers agreed. A couple of months later after returning his Dell laptop and buying a Mac, he blogged an open letter to company founder, Michael Dell, suggesting that his company ‘join the conversation your customers are having without you.’
Eventually the penny dropped and Dell started its Direct2Dell blog, where chief blogger Lionel Menchaca gave the company a human voice. ‘Joining the conversation’ was a huge revelation for Dell and gave them invaluable customer insights that have had a hugely positive effect on their business.
Jarvis, who first rattled Dell’s cage, had the opportunity, at a later date, to interview Michael Dell. Dell said, “These conversations are going to occur whether you like it or not… you can be a better company by listening and being involved in that conversation.”
Here are some blogging tips from Dell’s Chief Blogger, Lionel Menchaca:
1) Write about topics that matter to your customers
2) Provide context for a range of customers
3) Write to educate and serve
4) Be authentic, be human
5) Let your passion and personality show through
6) Provide an inside look
7) Don’t be afraid to disagree, if you can back it up
How many reasons do you need to get blogging?
So, it’s great for SEO and for listening to your customers, but blogging has other business benefits:
1) Blogging is a cost-effective way to promote your organisation
2) It’s a great way to communicate your brand’s personality
3) It gives your customers a reason to keep coming back
4) It will provide a platform for your industry expertise
5) It can be the hub of all of your social media activity
And finally, in his post, 11 Pro Tips for Better Business Blogging, Scott Gerber asked a panel of successful young entrepreneurs how to ensure that a blog remains ‘on point, effective and primed for success’. As nearly 60% of bloggers are between the ages of 25 and 44, the opinion of these young experts is particularly interesting.
If you have yet to start a business blog, we hope this has given you an insight and some useful tips. If you already have one, please post a link to your blog below and let us know how it has helped your business.