In part one of this article, we had a look at some of the reasons why blogging is said to be unsuitable for some small businesses.
Obviously we didn’t agree yesterday, and nothing significant has happened in the last 24 hours to change our minds. In the final part of this blog we’ll have a look at the five remaining reasons why experts suggest you shouldn’t blog: social media phobias, a fear of criticism, ego issues, a lack of trust in the blogging community and an unwillingness to invest time and resources into content marketing.
Social media phobias.
The essential point of blogging is to create interest in your business and engage with your customers. Good blogs attract the interest of those users who share your passion and commitment. The whole point is that you want your community to spread the word on your behalf: you want them to become, in effect, unpaid brand advocates. This is best achieved through social media platforms like Facebook, Twitter and LinkedIn. Now if you don’t use the social media, you probably believe that blogging would be pointless.
The argument is that if you’re not prepared to promote your own writing efforts, then there’s no point putting in the effort. Yet it doesn’t have to be like that. Join the social media revolution and your business life will change for the better. Using the social media is easy, and has been proved to be very effective. 900 million people worldwide now have a Facebook account. Why wouldn’t you want to get one to promote your business? If you keep on blogging and posting your words of wisdom, then the majority of promotion will be done by members of your community. Social media applications like Share this take most of the hard work out of the equation, so it’s no longer a chore. If you want your business to prosper, then join the 21st century and get yourself a social media account.
You’ll only be criticised by users.
Nobody likes to be criticised, particularly in public. Yet life’s like that. It can’t be all sweetness and light. Sometimes people will say things that are hurtful and occasionally untrue. Well it’s the same for businesses. They just have to accept that public criticism is all part of the territory and do their best to counter any negativity. The whole purpose of blogging is to engage with your customers and community. If some of them are unhappy and tell you about it, then it’s up to you to sort out the problems and get your customers back on side. You may thing bad publicity will damage your business, but statistics don’t bear this out. Businesses that accept fault and make an effort to improve things, are generally well received by customers. It’s only the businesses that bury their heads in the sand and ignore the problems that tend to suffer. All customers will moan from time to time: just accept the situation, and deal with it in your blog.
Some would-be bloggers are wary of writing because they feel they cannot be objective when dealing with anything to do with their business. Others mistakenly feel that blogging is all about self-promotion and flattering their ego. Well, the truth is it’s neither of these, though some bloggers do make the mistake of being a little too self-obsessed. Blogging engages the community, and as such should be about the community. What you should try to do is get to know your customers and followers and build relationships with them. Why pay expensive consultants when you can ask your customers what they think, and ask for opinions about your products and the quality of your service. Without customers where would you be?
A lack of trust in the blogging community.
As a business person, you may find that you haven’t got the time to write. So what you’ll have to do is delegate the responsibility to someone else. However, if you don’t trust the person, and feel that they might not represent your brand online in the manner you’d like, then you’ve got a serious problem. All that will happen is that you’ll end up editing the blogs and wasting more of your precious time: you might as well as written them yourself after all. If you’re going to delegate, find someone in the organisation you can trust, explain exactly how you want your brand to be represented online, and then leave them to it. Trust is fundamental. Blogging by committee doesn’t work. If they still fail to meet your high standards, then find someone else who will.
An unwillingness to invest time and resources into content marketing.
Your blog needs to look good, and should reflect the rest of your business website. Yes that will involve some effort to get it started, but that’s hardly a reason not to have a go at it. You want your blog to appeal and draw users in: you also want them to stick around as well, and subscribe to the services you offer and buy your products. Loyal customers need to be created, but once they form their alliances with a brand, then they tend to stick with it through the good times and the not so good. Isn’t that worth a little effort? All it takes is one or two short articles a week, and you could potentially have a customer for life. Who said blogging doesn’t work?