Most businesses are not aware of the benefits of having a blog on their website. Besides what some falsely say, that generally blogging is not for everyone…
business owners are also not looking to find out what good is business blogging for, simply because first and foremost…
They don’t know what their blog would be about?
Even if it is clearly a business blog, people can’t seem to, right away, figure out the topics they would write about and this happens because of any of the following reasons:
- They think they will write for the general public.
- They don’t see anything worth writing about that would serve the interest of their audience.
- They think their business is too complicated or too simple to be worth the time to read about.
- They have poor writing skills especially if they think they should write in English.
- They just have no time for it.
- They think it will cost a lot to create a blog.
- They still know very little about lead generation and marketing funnels.
Let me try to expound on each of the factors above.
They think they will write for the general public.
So they scramble for topics that would appeal to the general public, or try to fit their business inside topics that would seem like it was forced.
If you understand your market enough, you know that your business is only relevant and interesting to those who are prospective clients. Write for your target market about your business.
Since business blogging is something that most people are unaware of, the mention of the word blog would make them instantly refer to those common blog businesses that writes for their target audience about every interests known for that demographics. So naturally when attempting to come up with topics, people tend to follow that structure.
But there are blogs that are niche focused and these kind of blogs are the ones business owners should get some inspiration from. Especially those blogs focused on a very specific and narrowed down sub niche. This leads us to Number 2:
They don’t see anything worth writing about that would serve the interest of their audience
Let’s take cockfighting blogs as an example. Businesses which are most likely to read or run a blog with topics related to cockfighting are arenas, cockfighters, gamefowl feeds businesses, cock farms, veterinary product brands and etc.
And let’s say you are a small business that makes feeders and waterers, having a cockfighting blog will lure your target clients to your products.
People read on the topics they care about and all the cockfighting related businesses I mentioned above are reading on the same topics whether or not they write about it too on their blog.
Let’s say your business really is in the gamefowl industry, wouldn’t you agree that the businesses mentioned are indeed your target clients? So having them find your blog and read your articles now will put your services/products in front of your buyers because they are reading it from your business website.
They think their business is too complicated or too simple to be worth the time to read about.
This is a trickle down from the belief that you have to write for everyone. If you get rid of that belief, you will realize that whatever business you have, your topics will always have an audience and it is always going to be worth their while reading your articles.
For sure some still assert that they absolutely think they have nothing to write about that will be interesting enough even to their target market. And I know why…
So to help with that, I will now reveal another factor that isn’t included in the list I gave above. And that is: They think they will have to consistently write about their business and what happens inside their company.
Hello! Your business blog topics are not necessarily about your company or your internal business processes.
Those topics that pertain to your business belong to their own pages on the website. If it’s news about your business, then it should be unders News. If it’s about upcoming events or any announcements, then it could be under What’s New page. Or they all could be under the same category of posts entitled News and Events.
Blog articles, however, are those articles you want to put in front of your target customers. Those blog posts are the ones you must share to your followers on your social media business pages or to targeted demographics on a paid advertising.
These articles each will serve as a marketing channel to drive traffic to your web doorstep (website). This is the process of lead generation.
THEREFORE, you actually have to write about TOPICS that revolve around the products or services which are interesting to the people who are most likely to buy those products or services.
Sample! Sample! Sample! (lol)
Ok, here it is:
Sample #1: Cake Business
Cake Shop Blog ideas:
- Famous party themes this year (ex. latest cartoon movie themes, trends, etc)
- Bizarre cake forms and shapes that will make your party photos go viral.
- Princess party ideas never been done before.
- 5 most useful birthday gift ideas this year
- Why the typical bachelor’s party seriously needs to get upgraded.
- Celebrity baby showers to get inspiration from
- The most common mistakes in hosting parties for big crowds
- All new Party games to make the guests feel alive.
Sample article about the business/company that may be included in the blog: PrettySweet’s Giant Cakes. (If you really must have the entire zoo on your cake!)
If you noticed, blog topics are not necessarily about the company, or cakes for that matter. It could be party themes, gift ideas, tips and etc. Cakes are bought for occasions and any topic related to occasions (that needs a cake) are great.
Sample #2: Manufacturer and Wholesaler of Custodial/Cleaning Products
Market: Hotels and Restaurants, Office buildings and Resorts, Malls, Schools/Universities
- How to tell if a bathroom hotel has been cleaned thoroughly. (Specific areas you need to check)
- Top hotel and resort complaints stated in bad reviews on TripAdvisor
- Tips on how to maintain your AirBnB space.
- How to stop the spread of virus inside an office building.
- How to give your restaurant customers the best experience.
- 10 maintenance tips to make school rooms more conducive to learning.
- How to get rid of oil stains on marble floors.
I could go on and on and list a hundred for this type of business, but in reality some of these businesses especially here in the Philippines are not blogging at all. (Some don’t even have a website) And the more obvious reasons why, ARE:
They have poor writing skills especially if they think they should write in English.
Actually, you don’t need to be very good in English. For as long as you can make even short grammatically correct sentences, I bet you a dollar you can create a short article that is comprehensible.
OR you can delegate that to a staff that writes better. Also, you can write using your native language (if it isn’t English). Here in the Philippines, our business language is English but if you can write in Tagalog and make it sound (read) like a professional is writing about the topic then you can pull it off. No colloquial slangs of course.
The best suggestion would be to delegate (in our case here in the Philippines) because like I said our business language is English.
Even if all the misconceptions are corrected, they just have no time for it.
Just one sentence: Anything that may lead to more business is worth the time invested.
But how about the cost? They think it will cost a lot to create a blog.
If you already have a website then it doesn’t cost much to host a blog on it. If you are to delegate it to an available staff then you may just increase her pay a little or offer a reward for the additional task. You can also hire or outsource the task if you clearly see the ROI.
To top it all, most businesses know very little about lead generation and marketing funnels.
To make it bite-size and very simple, Business Blogging is a marketing strategy to get the target customers to find out about your business. And you do this by creating content pieces (articles) that you observed and studied to be the ones your potential customers are interested in.
A lead is one “tip” that the person clicking on your article is a potential customer. So, a simple marketing funnel could consist of:
- content strategy (creating content that your potential customers are easily attracted to and posting the content on places they most likely hangout online) and then
- transporting the leads to the full article (hosted on your website) where
- somewhere strategic, you show them Visuals and Call-To-Actions to avail of your offer because they read the content you created and would most likely need your products/services.
There! I think I pretty much covered everything on the list I came up with. If you know of other reasons that are deterring entrepreneurs from doing business blogging, hey,I wanna know about them so please comment below.
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