Yes you – the blogger sitting there who runs her own business. This one is for you.
As I’ve chatted with entrepreneurs over the past year, the most repetitive statement made is “I have a blog but I don’t keep up with it because I don’t know what to write. I’m just not good at it.” Usually I want to respond with “That’s a bunch of bull” but I’ve held my tongue and just pondered about this common dilemma amongst my business peers. Why in the world is “blogging” such an insurmountable task to the business owner?
Truthfully, blogging is a low entry industry. Anyone can start to do it. All you need is a website, a name, and content. There really are no high costs attached. Even so, it is a practice mostly associated with fashion, traveling or other personal interests. Surprisingly, business is not one of them. This does not necessarily mean that business blogs are scarce. Recently, I’ve noticed that many businesses have added a blog to their website but very few utilize them. It seems that a lack of blogducation (my made-up-way of saying blog education) and focus has consumed some entrepreneurs.
The Importance of Blogging for Your Company
The foundation of blogducation for business is understanding why it is an asset to your company. It’s not enough to just create a tab. You have to use the allocated space. Blogging for your company creates a community and a connection. It allows you to engage with your customer with more personal flair and encourages them to engage.We all know that engagement is key, especially if you are an estore. However, it’s difficult to create those conversations without presenting the idea of a person behind the brand that the customer can speak to. Look at it from their perspective. Are you more willing to buy from a person you know or an institution? Are you more willing to follow a person vs. a brand on social media? .
What Blogging Provides for Your Company
Those are tough questions. The answers may depend on the person but a quick peek at Instagram would confirm that people like to follow people and brands connected to them. Why is Nasty Gal so popular? She connected with her audience via her book #GIRLBOSS and blogging. Why is Top Shop collaborating with Beyonce on a collection? They know she has a loyal following who will purchase product simply because they like her, her music and her style. The same goes for Rihanna and countless other celebrities. In fact, why do popular bloggers actually make a living off of writing? Their words and persona have influence and that’s truly what blogging provides for your business. It bridges the gap between you and the customer, providing a voice that influences their purchasing decisions.
Idea Starters for Blogging About Your Company
So how do you go about this? How do you create this channel of communication between your company and your ideal customer?
- Create a blog that directly links to your store. This can be accomplished by using a subdomain. Most big brands use this approach. For example, Nasty Gal’s blog is blog.nastygal.com. It has its own platform but it is connected to their main website, which keeps the brand consistent and the customer connected to their items.
- Keep the branding and name of the blog in sync with your website. For example, my company is Baydian and my blog is entitled Baydian Girl. Again, you want to subliminally plant your brand in the customers’ memory so they can always make a connection with your items.
- Decide on the content focus of your business blog. Is your blog going to be personal like Project Runway winner, Anya Ayoung Chee, where your intent is to showcase photos of your journey as a business owner? Are you going to write about how customers can use your items like UOI Online? Or are you going to keep it to strictly business like Lauren Luna, only chronicling news about your press and events? Being specific about your direction is crucial.
- Be clear about who will write content. This really depends on what your focus is. If you will be the sole contributor, set your own pace, be consistent and stick with it. If you would like to have several contributors, create a group and reach out to them weekly or biweekly with topics to contribute. It’s also important to provide them with an incentive to blog for you.
- If you’re going to stick with press and events, be sure to do it within a day of the occurrence and share it with your email list and on your social media accounts. If it’s simply photos, make sure they are of good quality and interesting.
Most of all, don’t be overwhelmed with the idea of “I Can’t.” Instead tell yourself “I Can & I Will.” Be your own motivation.
Has this article changed or helped your view about blogging as an entrepreneur?